_July/persuasiontheory.jpg "Persuasion Theory")
Experts tell us that marketing messages should focus on the benefits of a product or service rather than its features. This applies any time we want to persuade an individual or group to take action.
Whether you realize it or not, the best way to achieve this goal is by telling stories. Stories are how we make sense of the world. They transform facts, ideas and abstract concepts into something we can feel.
When presented with facts, our analytical brains immediately start to poke holes in them. Stories, on the other hand, create empathy, and empathy moves people to change. Here are three types of stories you can use to persuade others:
1. Other people’s stories. If your team has had some setbacks and you want to encourage them to remain positive, you might share the old adage, “If at first you don’t succeed, try, try again.” It would be more impactful if you share this story about American inventor Thomas Edison:
Edison’s team had conducted thousands of experiments on a certain project without solving the problem. One of Edison’s associates was discouraged and disgusted about failing to find out anything and told him so. Edison assured him that they had not failed to find out anything; instead, they had learned something. They had learned thousands of ways that it could not be done, and they would have to try some other way.
The Edison story creates an “aha moment,” a realization that you can look at the situation differently. This is much more inspiring than telling someone to “try, try again.”
2. Your stories. Chances are most people haven’t heard your personal story. It’s common to resist sharing your experiences for fear that people will judge you or not find them interesting. These thoughts are normal, but what may be boring to you, because you lived through it, usually isn’t boring to others.
In the beginning, it may not be easy to “find” your stories. That’s when it’s helpful to look to your past. Ask yourself what lessons you’ve learned and think about the story that goes with it. What are some of your less-than-stellar moments? The bigger the stumble, the better. Your struggle to overcome it can provide compelling content.
The more you collect stories, the more stories will surface. Soon you’ll find stories in real time, as life happens. As you begin collecting stories, more stories will magically appear, thanks to the power of the subconscious mind.
3. Your business story. The most powerful story for a business owner is the story of why you do what you do. Your “reason why” story can create a strong connection with your audience. Consider the story of Jane:
Jane grew up the daughter of middle-class parents who, through their hard work, were able to provide a comfortable home that the family was very proud of. Over the years, as the value of their home grew, her parents neglected to keep their insurance policy up to date. When their home was severely damaged in an electrical fire, Jane and her family were forced to take a step down in lifestyle. They moved to a much smaller home in another neighborhood, and Jane often felt ashamed when she could no longer do some of the things her friends could do, like go away to summer camp.
As Jane got older, she realized the reason her life changed for the worse: It inspired her to become an insurance agent. She didn’t want to see other people go through the same pains she had.
When Jane first started her career in insurance, her sales were below average to average. Her sales process was to explain to her clients the concept of risk management and the value of having insurance. She worked really hard, but she didn’t have much to show for it.
One day, Jane shared her story—the “reason why” she chose a career in insurance—with her mentor, John. John pointed out that her story was powerful and inspiring, and encouraged her to start sharing it with her clients. Once she began telling her “reason why” to clients, they could feel the pain associated with being underinsured. And wanting to avoid that pain, they worked with Jane to minimize the risk of being underinsured. Not only did Jane’s income increase, she felt better knowing she was protecting people from being devastated.
Telling stories is the most powerful way to persuade others to change. So the next time you’re tempted to use facts, figures and pie charts, or only highlight benefits in your attempt to persuade, remember: Facts don’t change behavior, stories do.
By Walt Grassl (www.WaltGrassl.com), author of “Stand Up and Speak Up,” and host of the Internet radio show, “Stand Up and Speak Up”