Master the Art of Business
A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.
Narrative – storytelling – is part of human nature. Creating a compelling story is a great way to improve an offer.
Most compelling stories follow a typical format: the story of the Hero. Your customers want to be heroes. They want to be successful, powerful, admired and determined.
Telling a story of someone who has already walked the path your prospect is considering is a powerful way to make them interested.
The more vivid, clear and compelling your story, the more prospects you'll attract.
Since the dawn of history, people have been telling stories. Telling stories is a universal human experience, and stories have always been used in the conduct of trade. A good story will make even the best offer even better.
Most compelling Narratives around the world follow a common format. The world-renowned mythologist, Joseph Campbell, called this prototypical storyline "The Hero's Journey" or the "monomyth." People all over the world respond very strongly to this story motif, and you can use this basic format to craft and tell your own stories.
The Hero's Journey begins by introducing the Hero: a normal person who is experiencing the trials and tribulations of everyday life. The Hero then receives a "call to adventure": a challenge, quest, or responsibility that requires them to rise above their normal existence and hone their skills and abilities in order to prevail.
When the Hero accepts the call, they depart their normal experience and enter into a world of uncertainty and adventure. A series of remarkable experiences initiates them into the new world, and the Hero undergoes many trials and learns many secrets in the pursuit of ultimate success.
After persevering in the face of adversity and vanquishing the foe, the Hero receives a mighty gift or power, then returns to the normal world to share this knowledge, wisdom, or treasure with the people. In return, the Hero receives the respect and admiration of all.
Your customers want to be Heroes. They want to be respected and admired by all, to be powerful, successful, and determined in the face of adversity. They want to be inspired by the trials and tribulations of other people who have come before and vanquished the foe. Telling a story about people who have already walked the path your prospects are considering is a powerful way to make them interested in proceeding.
Testimonials, case studies, and other stories are extremely effective in encouraging your prospects to accept your "call to adventure." By telling stories about the customers that have come before, you grab your prospect's attention and show them a path to achieve what they want. The more vivid, clear, and emotionally compelling the story, the more prospects you'll attract.
Tell your prospective customers the stories they're interested in hearing, and you'll inevitably grab their attention.
"A tale in everything."William Wordsworth, poet
Master the Art of Business