I remember the first time I went fishing. My dad said I was big enough to carry supplies in a backpack, and that night we slept in a tent. I remember the mountain stream on a rainy day, the flash of the speckled and shiny Brook Trout, and the moment when the fish took my line and made me feel like I was going to die.

You have stories, too.

Maybe your dad took you fishing as mine did. Or maybe you had very different experiences. But we all have interesting stories we can tell to start a conversation with a prospect.

• Stories that will take potential customers on a trip.
• Stories that speak to their needs in a way that will grab their attention and get to their heart.
• Stories that add creativity to both the copy and the content and make the journey fun and profitable for both of you.

Most marketers focus too much on funnel parts and forget how powerful stories can be.

This is your chance to talk to your prospects in a way that makes them want to hear more. The information should be consistent and useful, and your interactive features make sure they have a good time the whole time. Before we talk about giving your prospect a journey, let’s quickly think about what kind of prospect you were trying to attract. You have found your niche. I think it’s likely that you picked it for a reason. You’re really interested in all or some parts of what you’ve chosen.

Your prospects probably came to see you because they are interested in something similar to who you are. What value can you add that no one else can, that will attract the type of customer? Who is the person with money, power, and a desire to buy your product? What can you tell them to make their journey better and help them get to a happy (sales) destination?

If you ask any skilled marketer, they will tell you that consumers’ emotional responses are much more important than their rational ones when making a purchase choice.

The real prospect’s journey started when they are engaged with your stories. At that time, they unconsciously agree with you!

A salesperson is actually an Actor. Therefore, a good story should make your prospect talk, cry, think, and act. Emotionally powerful stories should have a point of reference that relates to your business, sparks more conversation with you, and give prospects the reasons and meaning behind your product.

Here is the main goal of a good story in prospecting:

• You raise the bar for both first-time and returning buyers.
• Builds and maintains consumer confidence in your company’s name.
• Establish deeper connections with your customers.
• One should strive to strengthen current connections.
• Promotes conversation and puts people at ease.
• Conversations are sparked as a result.
• Brings a human touch to your business.
• To simplify complex concepts.

In the end, it’s all about how your audience feels when they see the gap between where they are and where they want to be, and nothing brings that out better than a good story. So, work on your stories until you can paint such a clear picture of a new possibility that gets you excited. Your hard work will pay off for sure!