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Establishing Credibility and Authority with Effective Storytelling

Internet marketers and business owners on a global basis realised some time ago that writing for robots really wasn’t a good idea. The reason being that Google decided the time had come to hit back at those looking to manipulate its SEO principles. Had they not, chances are the web would still be littered with keyword-stuffed garbage, somehow managing to make it to the top of the results rankings.

But no…things are very different these days. Appealing to target audience members with quality content is really the only way of succeeding. And in accepting that human beings are not robots, we have discovered the true power of an effective narrative and compelling story.

The simple fact of the matter is that people will always relate to stories on a much higher level than generic, often random information. Telling stories is all about getting those you are reaching out to to understand what it is you are saying, which in turn ensures that both you and what you have to say are more likely to be remembered. It’s not just scientific research either, as a great deal of research has brought about the conclusion that raw data simply doesn’t have the same effect on the brain as effective storytelling.

Suffice to say therefore, if you can master effective storytelling, it may just work wonders for your business.

More Than a Pitch

The simple fact of the matter is that generally speaking, people are not interested in hearing yet another sales pitch – even if it’s a good one. Instead, they want to know exactly what it is you can do for them and how you can deliver on your promises. Not only this, but they want to hear about how you have made good on your word before, helping and benefiting other people exactly the same as them.

This way, their guard is lowered and they become more receptive to whatever it is you have to say. Whereas a sales pitch represents nothing more than an offer, storytelling is all about establishing credibility by providing proof.

Which begs the question – how exactly do you go about producing and sharing a good story? After all, it’s not the kind of talent everyone is born with.

Well, the good news is that even if you aren’t already a published novelist, it doesn’t necessarily have to be difficult to tell a good story. Simply work in accordance with the following tips and you might find you’re able to sell yourself and what it is you do better than you ever thought possible:

The Cast

First and foremost, it’s a good idea to begin my thinking about the cast of your story – i.e. the characters you intend to include. If you are telling the story of a business born from nothing and developed by a team of passionate professionals, you may want to bring said individuals into your story.  If you are looking to sell a product, you may wish to base your story around yourself and a past customer.

The Issue

In order to convince your target audience members to trust you, it’s important to illustrate to them that you fully understand their situation. If it’s a problem that needs to be solved, you need to acknowledge your understanding of this problem. If it is a simple desire that needs to be fulfilled, it is again a case of demonstrating your understanding of this. In terms of bringing this into your story, you need to talk about both the existence of the issue and why it remained an issue until you came along.

The Solution

After this, it is then a case of moving on to explaining exactly how you went about solving the problem. This means providing your target audience members with a complete disclosure and how you took an issue you’re fully familiar with, applied your own expertise and subsequently make the lives of your customers somehow better.

The Ending

Last but not least, never overlook the importance of the ending to your story which should round everything off with a sense of completion. Your customers gained satisfaction by having their issue resolved, you gained satisfaction by providing an important service and now you are 100% committed to doing the same for others

Needless to say, get it right and you will be looking at a sales strategy more effective than any sales pitch could ever be.

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