The first article in this series about using the effective sales technique of StorySelling defined what StoryTelling actually is and what makes StorySelling more effective in your customer and prospect marketing communications. This article will deal with why StorySelling is such a critical driver in closing sales today and why you should be testing it sooner rather than later.
According to author and researcher George Bane, “Two decades ago, the average child under 18 spent about 15 to 20 hours per week digesting media content. Today, it has nearly tripled to almost 60 hours per week of unduplicated time. They now devote more time to media than to anything other than sleep.”
And, it’s not much better for those older. When I was growing up in the 1960’s and early 1970’s as a child, we had 3 TV stations and PBS. I can still recall when our first UHF station was added. Wow, was I ecstatic that I had another choice. Today, we have hundreds of TV channels, radio stations, satellite radio stations, newspapers and of course the internet. That’s added as much content and options we can digest, including YouTube, Twitter, Hulu, and on and on…
With increased media exposure and an inundation of advertised media messages, it’s getting harder and harder to “cut through the clutter” and make your marketing message(s) meaningful, even if they are relevant. While the number of impressions we are exposed to daily is cause for debate, it’s safe to say that the number is off the chart compared to only five or ten years ago. Therein lies the dilemma.
Through StoryTelling techniques companies can effectively distinguish themselves from competitors, and provide reasons to the prospect as to why their product or service is superior and why they should try it. The problem with most StoryTelling is that it does not nudge the recipient to a call-to-action. It should. Then, it becomes StorySelling.
Author Mary van de Wiel explains the power of StoryTelling in your communication efforts and how you and your company can benefit from it. She asks Why is storytelling so important to your business? Because:
- An authentic brand story makes you memorable.
- It differentiates you as desirable.
- It brings your brand to life.
- It gives you a distinct competitive advantage.
- Your target market becomes hugely responsive.
- It positions you as a visionary in your field.
Testimonials, when done right help your StroySelling efforts as they add credibility to your messaging. StorySelling makes you more successful because people remember it. In this fast-paced, uber-fragmented world we live in, it helps make an emotional connection to your brand and helps lodge your product or service in the recipient’s memory bank a little bit longer and gets them to WANT to take action sooner rather than later or never.
You need to be testing different StorySelling messages in your marketing and sales communications because they will help set you apart, make you more memorable and get your prospects to do what great advertising and marketing is intended to do – take action and do so now.
The amount of media exposure and advertising messages we are exposed to is not decreasing anytime soon. Thus, test this method to jump start your marketing efforts. As we become over exposed to all things media, we CRAVE simplicity. StorySelling does exactly that. It plays off of simplicity and makes your message more prominent and effective.
Once upon a time there was this marketer who wrote a few articles on StorySelling. He wrote about what it is and why it is needed. Then, in the final article, he described how it is being done profitably in this day and age. The “how to” article will be the last in his series on how StorySelling is an effective sales closing technique. Please look for it. In the meantime, visit www.johnsondirect.com to discover even more timely marketing tips and stories.
Founder, Johnson Direct
Note: This is part two in a three-part series on the art of StorySelling, a moder, effective sales technique in conversational marketing. For the first part in the series, read about how Grant defines StorySelling.