Create a Story

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Intro
2
Character
3
Problems
4
Guide
5
Plan
6
CTA
7
Failure
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Step title
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Step title
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1

Invite your customer into a story

One area we often overlook is the words we will use to describe our products. The truth is our business will grow because we’ve used words that make people want to buy our products. If we don’t know how to talk about our products, our business will not grow.

Due to your words, they will either be drawn into a story in which they play the hero and use your product to solve a problem, or they will find your product uninteresting and move on.

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Who are you helping? What are you helping them with?

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What problems are you helping them solve?

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How do you guide them? How can they trust you?

The first thing you need to do is express empathy. Guides care more about the success of the hero than they do about their own success. The key words here are that “they care.”

The second thing you need to do to position yourself as a guide is demonstrate authority. By authority, I mean you’ve got to demonstrate that you actually know how to help your hero customers overcome their challenge and win the day.

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Give them a plan

When you give your customer a three- or four-step plan, they are much more likely to place an order.

Keep the plan easy, and your customer will feel safety and comfort and will start taking steps toward a purchase.

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What do they do with this information?

People don’t tend to do things unless you ask them to do things. What do you want them to do with the information you just gave them? Book a consulation, make a purchase, subscribe?

Let’s give customers something they can accept or reject in our marketing collateral. Let’s call them to action. Let’s ask them to make a purchase.

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What are we getting them to avoid?

When we remind them that our product keeps them away from frustration and pain, they become more motivated to buy.

  • What negative consequence does my product help my customers avoid?
  • What will people continue to experience if they do not buy my product or service?

Great work, you've just completed this exercise. You're one step closer to launching.

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