How do you use storytelling to connect with your audience's emotions?

Audience is SO important. If I am selling a drill, am I selling to a family of 4 who wants to frame and hang their new pictures from their recent photo shoot in the mountains? Or am I selling the drill to a contractor who is building the house? Your value prop will change dramatically given the audience you are targeting.

Always remember that customer has to be drained out in terms of his needs and objectives. Don't jump into the solutions till he is exhausted with all his questions. Be a good listener and summarise all his requirements in bullet points and got acknowledged. Provide solution by taking one on one requirements.

Choose the right stories: In order for your story to have the greatest impact, you have to first put yourself in your audience's shoes! What situations would your audience be able to relate and connect to? Are there any common frustrations that you can talk about that will allow them to feel that you truly understand them and their pain points? Are there any typical wins or accomplishments that you can celebrate together with them? Choosing the right stories is half the battle won, next would be presenting it in the right manner.

Solid structure here. I like to condense to a simple 3 step process, and then expand from there. 1) Problem 2) Solution 3) Action Expanding the "Problem" and "Solution", you find each "half" of your total overall value prop. Problem = Audience, current way, limitations, frustrations, fears, and alternatives Solution = Capabilities, features, unique differentiators, and benefits Action = Clear, concise action on how the audience can do what you just told them they can do

Show empathy with the situation, and create a pitch where the situation made an impediment in the success of the project . Provide a to-do list by which the problem could be solved in easy path in time bound manner. Always check the results with success criteria and agreed deliverables .

Structure is key to helping you communicate in a way that the audience can easily absorb. Here are the 4 simple steps to tell your story right: 1. Set the stage/give the context: Was this at work? School? Home? Give a short background into where and when this is happening, and who are involved 2. Introduce the problem or conflict: What issue occurred and what complications did it cause? 3. Describe the reaction and resolution: What were the reactions? Use this to humanise the story and make it relatable to your audience. Lead us into your resolution or how you solve the problem. 4. Summarise the key lesson(s): Remind the audience about what their key takeaway(s) are Doing these 4 simple steps will help make your story more effective!

Relating to your audience's emotions, rather than telling your audience HOW they should feel is so so important. For example, if I'm selling a weight loss program it's much more compelling to say "I've been there. I know that feeling when summer rolls around and all of your friends are jumping in the pool. You want to join them, but you're scared to death to take your shirt off..." Compared to "You need to eat better and workout so that you can feel confident about your body when summer weather rolls around" Relating vs telling....Now which is more compelling?

Sensory language creates a vivid and engaging experience for the audience eg, a marketing campaign for a luxury spa resort could describe the scent of lavender wafting through the air, the sound of gentle waves lapping against the shore. Using sensory language can evoke strong emotions and connect with the audience on a deeper level. Sensory language helps to paint a picture in the audience's minds, making the story more memorable and impactful. Incorporating sensory language can transport the audience to different places and experiences, creating a sense of immersion. By using sensory language effectively, storytellers can elicit specific emotions and responses from their audience, leading to a more powerful and resonant connection.

During the conversation it’s important you ask questions that will indicate “buy-in”, not just yes or no. Remember, let the customer talk, give them time to think. A little silence can go a long way. And listen to their response…listen…don’t just wait until it’s your turn to talk again, also keep it light if possible. Enjoy getting to know your customers. It’s a two-way conversation, get them talking, they will be more likely to listen to what you are offering.

I've found that the CTA is always one of the most challenging steps for sellers. So many times I've seen sellers start down a line of questioning, hear ONE thing they can solve for, and immediately move to the pitch. The pitfall here is that you 1) don't fully understand the pain 2) not sure it's the RIGHT pain to solve for and 3) haven't followed the proper steps to amplify the pain. Once the deal begins to stall, you have nothing to fall back on. Do the work up front, and save your deal later down the line.

We tend to tell our stories in technical language. Your prospect typically doesn't speak the same language as you. How would you explain your product or service to someone who doesn't work in your space, like a friend or family member? Tell the story of your product, at a high level, to your prospect like you'd tell it to your mom.