From the course: Selling with Stories, Part 1: What Makes a Great Story?
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Choose the right story to tell
From the course: Selling with Stories, Part 1: What Makes a Great Story?
Choose the right story to tell
- The most important part of storytelling is choosing the right story to tell. If you tell the wrong story, it doesn't matter how well you tell it. You won't accomplish your sales objective. So, how do you come up with the right story to tell? There are four steps you should follow. Step one, define your objective. Since the most important element of a great story is that the story has a worthy lesson, we have to start by determining what lesson we want our audience to learn. Specifically, what do you want your audience to think or feel or do as a result of your story? What is your main message? Step two, look for a relevant success, failure, or moment of clarity surrounding your objective. In other words, think of times in the past when you or someone else has done that thing very well or utterly failed to do it or when you learned that lesson the first time yourself. Obviously, a story about someone successfully doing…
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