Practical Sales Training™ > How to connect with your buyer> The Story Effect
What is it?
The Story Effect states that we connect and communicate primarily through stories.
Why does it work?
As humans, we naturally communicate through the power of stories and story telling.
How can you use it?
There are two approaches you can apply. Firstly you can use real world examples of your story or the stories of your clients and those that have had success with your product or service. Secondly, you can create “stories” to explain your product or service in context to better explain how it works and who it’s suitable for.
Hypothetical Example:
A business coach could simply say, “I help small business owners double their revenue,” but that statement doesn’t create much emotional connection.
Instead, they use a client success story:
“When I first met Sarah, she was working 70 hours a week in her bakery and barely breaking even. After implementing my growth framework, she hired two new staff members, streamlined her processes, and increased her monthly revenue by 150% – all in six months.”
This story not only communicates the results but also allows potential buyers to see themselves in Sarah’s journey, making the offer feel more relatable and achievable.
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