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Connect through storytelling

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in Office Communication,Workplace Communication

Telling stories can have a powerful impact on your customers. Because stories dredge up old feelings and spark memories, customers become emotionally invested and are more likely to buy from you. Use these tips to sell through storytelling:

  • Make your story as lifelike as possible. When customers can relate to what you are saying, they are more apt to buy in to what you are selling.
  • Weave facts into the tale. Don’t just quote statistics or research; use them to emphasize an anecdote or testimonial. Example: “Jill, like 90% of small-business owners, can’t find time to …”
  • Use imagery. Be descriptive and provide plenty of details, including background information, so that your listeners feel like they are in the story.

— Adapted from “How to Influence People With Your Ideas,” John Butman,

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