June 24


Storytelling is naturally entertaining, and persuasive. There is real power in stories. Stories are the best way to communicate value to your audience.

I recommended in January 2014 that Bernie Pawlik of Pawlik Automotive in Vancouver start doing a “repair of the day” post. “Take a picture of the vehicle, and tell the story of what was wrong, how you found it and how you fixed it. If you have time, take a picture of the repaired part” I said.

Bernie started doing around 3 times a week and within a couple months their business picked up and stayed steady. We’ll get back to Bernie’s story in a minute.

Storytelling, creating content and selling, work together. Really they are one and the same. And since we are creating content to get more leads and ultimately to sell more, this is a great thing.

**I’m not recommending that you ever just create content that does not offer a way for your audience to buy from you. Every piece of content you create must have a way for your clients to purchase or call to book an appointment!

Anytime you are trying to convince someone of something —eg. What we do is valuable and here’s why, or You should buy this, or This will help you — there is fear. Not fear like a dog threatening to bite you right now but anxiety or unconscious fear.

Presented with something new, most of us have fear of making a mistake, of being ripped off or that the product or service will not deliver as promised. 

Think about the last time someone tried to sell or convince you.  Didn’t you start from a place of having your guard up, of being cautious?

Stories are the simplest and most effective way to get someone’s guard down and allow the client to really listen without that underlying, confusing background of fear.

Why Does it Work?

First off a story is not directly about the person you are talking to - it’s a story about someone else. So the client knows you are not “selling them” at that point. You are telling a story and hopefully the story is relevant to their situation. You are not telling them what they “should” do, you’re telling a story about someone else.

Second, they are listening for the lesson or point of the story! We all know stories have a point or lesson. The point might be simple like good triumphs over evil, or a more complex point of how bad things were happening, the folks did x, y, z and good things started happening.

The point of the story told is the same point you would be making if you were “pitching” them, but because they seemingly figured out the point themselves, they are more comfortable with applying the lesson or point to their situation. Their natural resistance to being told or sold something is lessened.

Stories allow your audience to visualize, which uses their unconscious mind/ lizard brain. If the unconscious is busy visualizing, it is not busy being afraid.

What happened with Pawlik Automotive? The business has grown so much over the year and a half since he started regularly telling the stories of client repairs that they are doubling the size of the garage!

When he posts stories on a consistent basis every week, it leads to an increase in business. It’s not instant, but it always works!

To learn more about whether your business is a fit to work with Top Local Lead Generation please go to https://toplocalrankings.com/discovery-form/ and let’s start the conversation!


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