Brief Overview

There are simple stories that you and I can share with our audience that make selling easy and effortless. But there are nuances to how and when to tell them. That’s what this episode is all about.

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Big Idea

[01:00] Donald Miller has a 7-part framework that highlights all the elements that go into creating an effective story. Here’s a quick outline…

1. Every story has a main character.
2. Every character experiences a problem/challenge.
3. In every story the main character seeks a guide.
4. The guide has a plan that solves the main characters problem/challenge.
5. The main character has to make a decision (to follow or not follow the plan).
6. The main character will either experience a sad ending (i.e. failure) or…
7. The main character will experience a happy ending (i.e. success).

[04:19] If you listened to episode 20, you know that the easiest way to sell anything is through stories. Particularly stories of your clients who have experienced the benefit of your product or service. Now, understanding Donald Miller’s 7-part framework is important, but equally as important is understanding how to apply that framework to your business. Here’s how I do it… I map out all the top objections that potential buyers would have. And then I simply match up those objections with specific stories of clients who have experienced the benefit of my product/service.

[05:35] There’s an important nuance that relates to the way you share those stories. This is where most people mess things up. Here’s the big secret… I start sharing them WAY in advance of a particular promotion. For instance, our next big promotion is in March and in January we’re already starting to release 1 customer story per week, leading up to that launch.

[09:00] There’s a difference between a case study and a testimonial. It’s important to know when and where to use each of them. Testimonials are all about YOU and your product or service. They are most effectively used when closing a sale with someone who’s already shown interest. A case study on the other hand, is best used with people who may not be familiar with who you are or what you can offer them. They help to open people up to the idea. Case studies are stories that capture the imagination of your new potential buyers. It’s where prospects see themselves in other peoples stories. It’s these stories that get them thinking, “that’s what I want.”

Resources

Building a Storybrand by Donald Miller
MembershipStories.com
020: The Circle of Awesomeness

Memorable Quotes

“Selling through story is the easiest way to sell.” – Stu McLaren

“When people share stories, they will often avoid talking about the bad things that happen. But in a client case study, it’s super important to talk about the consequence of not taking action. What would life be like if your customer didn’t buy or they didn’t use your product or service? That is just as important as the big win.” – Stu McLaren

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