Day 22: How stories strengthen your bond with prospects
Published: Mon, 06/13/16
Today I want to share with you a simple marketing secret for getting your prospects to feel an instant connection with you.
In fact, you’ll almost magnetically attract a following if you demonstrate this one communication skill …
Empathy.
Basically, you must prove to your prospects you understand their feelings and what it’s like to “walk in their shoes.”
The power of empathy lies in the reason behind purchasing decisions. We buy for emotional reasons (while seeking logical reasons to support our decision) -- and empathy targets emotions like flies on a picnic lunch.
By showing empathy, you build a bond that strengthens each time you put your marketing message in front of prospects.
So how can you write empathy into your copy?
Well, one of the easiest ways is to tell a story. As humans, we’re biologically programmed to seek similarities with people in stories.
A truly persuasive story takes readers from their current state to the world you create with your words.
Psychologists Melanie Green and Timothy Brock are recognized for their extensive research on stories’ persuasive powers. Their studies show that as long as a story successfully transports a reader, it can cause a change in views or attitudes (to more consistently align with the story), regardless of whether the story is fact or fiction.
So what does this mean for you?
Well, while a positive end result is a great place to start your marketing message, you should also include a fully realized story.
According to Green and Brock’s research, your story should create excitement and cause readers to feel uncertain about the ending (so they keep reading).
Also, include a “model” in your story, a character your reader can mimic by following behavior and attitude changes.
Zapier, an online software company, features an impressive collection of customer stories on their website. These stories often follow a common template …
A customer encounters a complex problem in their business processes and then, after creating a solution in Zapier, now spend more time doing the work they love.
Framing customer stories in this way, rather than just through vague testimonials, provides stronger proof. More importantly, prospects can see themselves in the profiled clients.
Check out these Zapier stories.
Talk soon,
Tom
NOTE: This is Day 22 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss having me create a Guaranteed Marketing Profits Program for your business, please click here to get on the waitlist. You’ll be notified when an available spot opens.