Engaging Your Prospect’s Interest

Tell me a story to get my interest

Lois Kelly of Foghound Communication is the author of Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. She suggests the nine best story lines for marketing are those listed below. If you?re pitching to customers and you don?t use at least one of these story lines, you probably have a problem.

  1. Aspirations and beliefs.
  2. David vs. Goliath.
  3. Avalanche about to roll.
  4. Contrarian/counterintuitive/challenging assumptions.
  5. Anxieties.
  6. Personalities and personal stories.
  7. How-to stories and advice.
  8. Glitz and glam.
  9. Seasonal/event-related.

If you thought that selling was all about explaining product features and benefits to customers, then you probably will find this very thought provoking and even challenging. Instead you should be telling your prospect a story. That’s the way to really get their interest.

Tip of the Hat: Guy Kawasaki