Sales Storytelling Tip #2 - The Structure of an Effective Sales Story

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Your Stories Can Touch the Hearts and Minds of Buyers

You can tell a story that makes the audience (the buyers) want to emulate your story's hero. 

But a poorly-told story can have the opposite effect

The wrong story, or a poorly-told story, can actually irritate the buyers. With the best of intentions, poorly-told stories can wreck a sale.

I'm Your Guide

I've been there. I've delivered stories that bombed, and stories that captured the audience. I know what works, and I want to share it with you. 

  • Sales expert
  • Member, Portland Storytellers Guild
  • Distinguished Toastmaster (over 50 evaluated speeches, including stories)

How it works

Compelling stories have a structure. When you apply it, you affect more buyers and close more sales.

Here are the elements:

  • The setting, a comfortable place
  • The hero, a likable person
  • The villain, a distasteful person who will...
  • The destruction of the comfortable status quo by the villain
  • The hero's journey to rebuild 
  • Trials and tribulations faced by the hero
  • The hero's triumph
  • The moral of the story: if you want to have the success the hero achieved, be like the hero; buy our products

For a short story, you'll trim this sequence down to just a few elements:

  • The hero is doing great
  • The villain wrecks everything
  • The hero rebuilds, even better than ever
  • If you want what the hero achieved, do what the hero did; buy our products

What's Next?

Watch your Inbox for the next tip: how to use stories in your selling process.

If you can't wait...

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Tip #1 - It's About Their Success

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Tip #3 - How Stories Fit Into Your Selling Process

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Bonus Tip #4 - Your Next Step