“If you can’t tell it, you can’t sell it.”
So says Peter Guber.
Guber is Founder and CEO of Mandalay Entertainment, a business dynamo that spans movies, TV, sports entertainment and digital media.
And I agree!
Guber’s hit films include Batman, Soul Surfer, and Rain Man. He also owns the NBA Golden State Warriors franchise and is co-owner of the Los Angeles Dodgers. He also appears on TV as the weekly entertainment and media analyst for Fox Business News, to name but a few of his accomplishments.
How does one person accomplish so much? Peter Guber says he has long relied on purposeful storytelling to motivate, win over, shape, engage, and sell.
He also says that what started as a knack for telling stories in the entertainment industry spilled over and evolved into a set of principles to achieve other goals.
This isn’t the first you’ve heard of the importance of storytelling. Dan Kennedy has long championed the idea that “stories sell.” They can help you capture your customer’s attention and sell your existing products and services better. They can build your reputation. They can engage your customers and turn them into loyal, raving fans. And much more.
And one more way to look at stories—they can serve as your inspiration for a product you create to sell.
Let me show you what I mean.
Here at GKIC, when we hear the same questions over and over from people about a particular topic, we know there is interest in that topic.
For example one area we get a lot of questions about is how to write persuasive copy that sells.
Why do we get a lot of questions about that? Because we have a story to tell about it. (Namely that Dan Kennedy, myself and our team of GKIC copywriters have all created persuasive copy that has sold millions and millions and millions of dollars’ worth of products and services.) This makes our story more valuable.
Therefore, knowing we have a valuable story to tell becomes the inspiration to create an information product to sell.
Here are five tips for finding your story that sells:
1) Assess. What are the stories you tell over and over again? Do people always ask you about how you get so many customers? Or how you got your start in the business? Or how you are able to raise ten kids and stay sane?
If you are asked the same questions over and over, then chances are people are curious about how you did something and this could be a good indication of “your story” that will sell.
2) Ask questions and dig deep. Often times, you have a GREAT story, you just don’t know it. Because it’s your life, it may seem boring or irrelevant, but to others, it’s “the” thing that hooks them.
This is frequently revealed when you dig deep and look for a “story behind the story”—much like the greatest journalists of our time do. Journalists find stories by using this technique and accomplish it by asking a lot of questions and assembling facts. In doing this, they often uncover the most intriguing nuggets and reveal the most fascinating part of the story.
What are the details of your story? Are there details you don’t tell very often (because people don’t know to ask you about them,) but when you do, they are riveted? This is the story behind the story. Tip: You know you are on to something when revealing some details spawn many more questions.
This can also be the most painful part of your life. A great place to look for examples of this are in weight loss stories or rags to riches stories—where the writer describes in great detail hitting rock bottom and the secret that brought them huge success.
3) Ask what big problems you have solved. Do you have a great story about how you solved a big or common problem? If you have more than one, select the story that best solves the problem and/or choose the problem you can best solve in relation to your prospective competition.
For example, let’s say you can solve the problem of attracting new, high quality customers and you can solve the problem of closing the sale. You are really good at both, however your competition is only good at attracting new customers. In this case, you might want to focus on your story of how you can help people close the sale better.
4) Make a list of what makes you feel happy, strong and energized. When you find what makes you feel the most energized, often therein lies your story. You’ll discover not only the thing you are best at, but in relaying your story, you will have more enthusiasm which often translates to making more sales.
5) Ask your closest friends and most trusted business associates what they think your best at. If you still can’t figure out what your story is and how to turn that into a product, ask your most trusted advisors and business associates for feedback. Ask them their opinion of what you have to offer that is unique and what they think you do best. Ask them for stories or examples where they witnessed you at your best.
So my final question is—What’s YOUR story? Like Peter Guber and Dan Kennedy –when you find that, you’ll most likely discover an information marketing product (or two or three…) that is worth creating.
NOTE: If you want to hear more about how Peter Guber’s set of principles that anyone can use to tell stories to accomplish their goals, then you won’t want to miss Info-SUMMIT. Not only will you get the chance to meet Peter in person and get your picture taken with him, but you’ll also be there when he reveals his techniques for:
- Capturing your customer’s attention first, fast and foremost
- Building your tell around “what’s in it for them”
- How to create purposeful stories that can serve as powerful calls to action for your business and products.
For more information or to reserve your seat, visit www.gkic.com/infosummit. But hurry—your chance to save up to $1900 is running out and seats are limited.