If you??™re aiming to sell products or services by manipulating your audience??™s emotions, then you have the right idea. However, you may be struggling to combine a heavy message with a salable product. After all, you don??™t want to sentimentalize what you??™re selling and risk becoming a laughing stock. No, a bar of soap will not lead to marital bliss, nor will using recyclable bags end war and unite every nation.
However, you should try to see the personal side of every product or service you are selling. More importantly, you should try to see the human side of each and every customer that you do business with. One of the best ways to do this is by telling a story. People love to hear stories, and this explains why they go to movies, why they watch primetime TV, why they read books, and why they like to listen to their neighbor prattle on about what happened at the shop yesterday.
Now tell a story about your product! You may choose to make your story a past experience or a hypothetical story in the present or the future. What matters is that you make the story applicable to the product you??™re selling. For example, you could tell the story of a customer who bought poor quality tools and what negative consequences resulted. End the story on a happy note, suggesting that the customer could buy your tools and avoid the negative effects of the story.
Always end the story on a positive note and try to include ???characters??? that are easy to identify with. Don??™t try to present this story in a literary format. Instead, make the initial pitch to your audience and then gradually introduce the story. Then conclude with a strong statement encouraging decisive action.
Everybody loves a good story and you may find that this technique will increase your number of ???happy endings??? in the long run.