Sell with a Story

Founders, Marketers, and Business Leaders have to be great storytellers.

It’s the best way to capture your audience’s attention, share a unique message, and build relationships based on trust.

So what makes a good story?

Paul Smith highlights these six elements in his book Sell with a Story:

1. A time: Back in 2012, last month, or the last time I was on vacation.

2. A place: I was at the airport in Boston, it all started in the cafeteria at our office, on my way home.

3. A main character: The main character is usually a person (your customer) but can be a company or a brand.

4. An obstacle: This is the villain in the story. It’s usually a person but can be a competitor/the status quo/ or a negative external force.

5. A goal: The main character in the story must have a goal that is worthy in the eyes of the audience. This is not YOUR goal, it is the goal of the main character in the story.

6. Events: What happened on the journey? What were the challenges and obstacles? Talking about your product’s amazing features is NOT a story. If nothing happens, it is not a story.

These are the basic building blocks of crafting a great story.

Your customers want to be entertained as well as educated.

Be original and tell a good story.