Jims Corvoisier Here Doves marketing director Stacie Bright had a moral problem in 2006. A ter !

ears o marketing Doves prod"cts "sing #hat the mainstream considers $bea"ti "l models Bright realised this #as a ecting her o#n da"ghters sel %esteem& and there ore a ecting the sel % esteem o ever!bod!s da"ghter s"b'ected to this advertising. (ather than )"itting her 'ob immediatel!& Bright created a mock%"p advert "sing all o the compan! directors o#n da"ghters. #ith te*t alongside each image sa!ing ho# these girls believed the!

#erent bea"ti "l. Bright and her team sho#ed it to the e*ec"tives& con ident that this #as a risk! b"t #orth#hile move. +he risk #orked. +he Dove e*ec"tives #ere o co"rse deepl! a ected& said a reso"nding !es thro"gh

their tears& and completel! overha"led Doves marketing strateg!& #hich has contin"ed to this da!. Dove doubled profits from $1billion to $2billion and t"rned the b"siness o selling soap into a moral campaign. +he c!nical can take rom this #hat the! #ill& b"t the campaign gen"inel! came or a place that #ished or change, using stories to make a culturally positive difference. Doves stories come alive in your head and you want to know what is going to happen next. This is exactly what your goal as a marketer and advertiser should be. ou dont want to create an advertisement and have it flop. !o" you want people to make a long lasting connection with it. #eople should be invested in your work.

$rom %truggle &omes %uccess

Stories sells. -hat . learned rom adding and sharing m! li e stor! via the abo"t me page. /n ho# . came rom been poor to managing a 60 ig"re lead generation compan!1topseolead.com2.32 D"e to the act . shared m! li e stor!. An! potential clients kno# -ho . am as a person. 22 . #as able to charge *30 the amo"nt d"e to m! abo"t me page stor!. 42 Beca"se . share m! li e stor!. . #as able to create massive tr"st #ith m! readers

'ow To (everage %tory Telling %tep 1) %hare *alues

giving value is like a boomerang. The more you give" the farther it goes and the harder it comes back. .magine this5 -hen !o" hear stories. !o"r brain a"tomaticall! '"dge that person val"e base on #hat he is c"rrentl! telling !o". 6or e*ample a )"ick stor! abo"t m!sel 5 7ro#ing "p rom a co"ntr! that had no opport"nit!& +han moving to /rlando&6lorida #here . started going to school. As a elementar! st"dent. . seen

kids #ith ne# shoes ever!da!. 8at"rall! as a kid. . #o"ld #ant the same incentive correct. So that #here m! irst entreprene"r e*perience begin. . started selling cand! to all the st"dents. 9ven the teachers and the st"dents parents: 8o# as a 360!r old +een. . t"rned a lead generation ;00<0b"siness into a 60 ig"re b"siness #ithin 20month. 6rom that stor! !o" are able to make '"dgement abo"t #hether !o" #ant to talk to me again& or b"ild a "rther relationship #ith me again. +he same is tr"e or b"siness.

'ow To (everage %tory Telling %tep 2) +e ,ni-ue

+he most dangero"s thing !o" can do is tr! to be like someone else. +oda! the #orld is illed #ith so man! b"sinesses and people tr!ing to get mone!& that cons"mers literall! do not have the attention span to become a#are o =common> b"sinesses. 7o into Best B"!. ?o" #ill see something C(A@? in their comp"ter section. ?o" #ill see ro# a ter ro# o comp"ter that AAA look alike and are SBC9( similar. +here is almost no one in these isles. +hen i !o" look a little #a!s o !o" #ill see 2 comp"ters AAA b! themselves. +he .Dacs. 8o# get this& there is literall! nothing better hard#are #ise abo"t these comp"ters. .n act the! are in erior to most CCS at the same price on the market. B"t hol! crap are the! di erent. +he! are smooth& se*!& and ever!thing abo"t them do#n to the mo"se is "ni)"e. ?o" #ill also see one more thingEA HB79 cro#d aro"nd them and !o" #ill see entire marketing o ices "sing solel! Apple prod"cts. +hese comp"ter make "p FG o all the comp"ters at the store& b"t make "p H0G o the sales.

'ow To (everage %tory Telling %tep .) #rove /uthenticity

?o": the stor! teller m"st adapt !o"r stor! to prove that !o" are the high and almight! a"thorit! .n !o"r niche. ?o" most prove to !o"r a"dience that #ill potential become clients a ter reading !o"r stor! or hearing !o"r stor!: -h! !o"r compan! is the onl! compan! the! #ill ever need. So here are m! golden r"les to prove that !o" are an a"thorit! ig"re or compan!. Call this the 0ims code1

&hange Their 2ood !ot Their 2ind 3 2any people are motivated by emotional triggers. 4nstead of trying to change a persons mind" start trying to change their mood. &reate a +ond 5 Tell / %tory 6f #ast 7xperiences" #ersonal (ife" Talk /bout childhood or teenage years. +e (ogical &reate a %ense of ,rgency 3 /s you already know" 4 only have an opening for one client. 4 only want to work with companies who are doing fun" exciting" and revolutionary things. Turn the Tables 3 8hy should 4 choose to work with you9

8hat is your story

-hat do !o"r stor! sa! abo"t !o"r compan!. -hat do !o"r stor! sa! abo"t !o". Are !o" creating a bond.Are !o" proving that !o" are someone that !o"r c"stomer #o"ld #ant to sta! #ith over a ; !ear period. . not . s"ggest !o" start taking #hat !o" learned here an implementing them into !o"r stor! and !o"r b"siness li e: -hen !o" t"rn !o"r elevator pitch into a personal stor!& !o" demolish the barriers that most prospects have to#ards the sales pro ession and !o" )"ickl! move into the = riend%Ione> J a place that most highl! paid sales people spend the ma'orit! o their time.

And or good reason. Story sells.

Comment below with your story!

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