As a child, didn't you believe you could rule the world?

There was no task too tough ... no obstacle too large ... no limit to your success. Thanks to your imagination, nothing was impossible.

If you have young kids, you're reminded of this aptitude for achievement almost every day -- often in the form of stories. My 3-year-old daughter can spin a tale that would have left Walt Disney scrambling for a pen and paper.

As you grow up, however, "wiser" adults target your inner thoughts by telling you what you can and can't do. Consequently, one skill that often deteriorates with your imagination is storytelling.

In marketing, stories are powerful persuasive tools that can help you generate sales because they allow readers to form their own conclusions. There's little need for an aggressive sales pitch.

Where people go wrong is thinking they must come up with a tale about an elaborate experience or else no one will find their story interesting.

And that's a huge mistake!

People are drawn to stories because they have a natural desire to relate to the characters. If you tell a tale about how you took a Sherpa-guided hike through the Himalayas, hopped on an elephant for a safari through Chitwan National Park, and then defied death by rafting the raging rapids of the Sun Koshi River, how many people would relate to your story?

Very few.

Now, if instead you wrote about your trip to the grocery store, your morning drive to the office or even your last vacation, do you think prospects might see some similarities in their daily activities?

Of course.

Don't let your inner critic prevent you from coming up with stories. In every company, on every day, people -- including you -- overcome adversity, solve problems and deliver results.

One of the easiest ways to write a sales-generating story is by explaining how a client successfully used your product or service.

Start by simply writing down the facts you want to highlight. Then fill in the gaps by explaining the problem, the action taken and the results achieved.

Wherever possible, paint a picture in your prospect's mind by describing details such as sights, sounds or feelings.

An added bonus of storytelling is that it helps differentiate you from a competitive marketplace. After all, no one can duplicate the way you present your story.

Now go out there and tell your tale.

Sincerely,

Tom

P.S. I'm considering doing a live video each month where I answer copywriting and marketing questions from anyone who tunes in. If this is something that would benefit you, please reply back and let me know.