Here’s the deal…
Lately, I am noticing that I am getting out of shape. Flabby, no energy. But I have kids and a business to run — there’s no time to exercise!
It’s a story that I tell myself:
“I am out of shape. It’s important to exercise. But I don’t have time.”
It’s a short story to be sure, but one that millions of people tell themselves each day.
If you want to sell me something the easy way, enter that story. Or, enter any other story that I am telling myself.
It’s easier to sell me because I am already telling the story. You only need to tell me how you fit.
Could a fitness trainer get my attention with an article, video or email subject line like this:
8 Exercises To Do While Standing In Line At The Grocery Store
Do you know the stories that your customers are already telling themselves?
It might be a story that is rooted in values like:
- I am a good father because I always provide for my family (A life insurance provider can enter this story)
- Technology is too hard for me, but I need it to win in business (A freelance IT provider can enter this story )
Or, it might be a story born of circumstances like:
- It’s dark and cold outside and I don’t feel like cooking dinner, but I do want something good to eat (A restaurant sign might enter this story)
- I just bought airline tickets to Jamaica and I will have a great time if I fit into my bikini (A freelance dietician could enter this story)
It’s hard to make me create a new story, and then sell me something.
Much easier to figure out the story I am already telling, and enter the conversation.
This concept is kind of “out there.” Let me know in the comments if you know what I mean. For those of you that “get it,” how could I have explained this concept better? I would love to discuss it with you!