Telling Stories

We talk a lot about using STORIES to sell ad space.

But how do you create your own stories?

Let's start with the structure. It's close to the DIPADA structure .... except that this formula is almost 2,500 years old!

 Here it is:

            1. Exordium. A shocking statement or story to get attention.

            2. Narratio. You pose the problem the reader/listener is having.

            3. Confirmatio. You offer a solution to the problem.

            4. Peroratio. You state the benefits of action on the solution.

We're talking about a structure which was described by Aristotle, in Athens -- 500 B.C.

First, you need an opener that stops people. An Exordium.

The goal of the first line of any sales story is to get people to listen to or read the next line. Questions are an excellent way to engage people, to get them started on your story. Well, when you use a question as my first line, you're virtually guaranteed to get them to read the next line.

Next, state the problem. The Narratio.

            · What's going on in your client's mind?

            · What's their ache?

            · What keeps them up at night?

            · What would they pay to remove that pain?

Next, offer a solution. The Confirmatio.

            · Explain how advertising with you solves the problem.

            · Paint a picture of someone who HAS advertised -- successfully.

            · Talk about someone who is now better due to you.

Finally, ask for the order. The Peroratio.

            · Hand them an order form.

            · Hand them a pen and ask them to sign your agreement.

            · Give your phone, fax, e-mail, or other contact information.

That's it. All of the above will help you create an interesting story.

But here's the secret for ad sales:

You tell a sales story about SOMEONE ELSE.

Let's repeat that:

You tell a sales story about SOMEONE ELSE.

In other words, you still use Aristotle's tried and true formula, but you do it without any direct selling.

Instead of telling the person: "You have a problem and I have the solution," you say: "I know someone who had this problem. Here's his story -- and here's a solution that worked for him."

See the difference?

Here's another BIG SECRET to using stories to sell ad space.

You begin a story, and once you have got the client's spellbound interest .... you INTERRUPT the story to make a suggestion .... then carry on with the story.

Why?

Because the 'suggestion' is heard by your client, but before they have time to analyse it, or argue with it -- you're back on the story, and their mind goes back to following it.

Why?

Because the human mind for the most part loves completion. Whether it's cutting the grass, washing the dishes, or enjoying a movie, we seem to be hooked on completion.

We also like hearing the end of stories.

Think of it like this:

Your 'suggestion', at the centre of your sales talk, is in a bracket (Suggestion)

Your story is outside the bracket:

Beginning of story .... (Suggestion) .... end of story.

Once you really get good at this you use TWO stories!

(Beginning of story One ....

                                   (Beginning of story Two ....

                                      (Suggestion)

                                                               .... End of story Two)  

                                                                                                    ....End of story One)

In maths, computer programming and NLP (Neuro-Linguistic Programming) these are known as 'Nested Loops'.

The art of nesting loops takes advantage of the phenomenon of 'closure' or completion, and can enable you to implant suggestions in some very powerful ways.

Listen.

One of my favourite sales experts is Lee Dubois. One thing I learned from Lee is that when selling ad space you should NEVER .....

Before I explain what I learned, let me point out that Lee Dubois learned this from Willie Gayle, a sales legend from the 1950s.

Lee tells the story of the statue which Willie wanted to build. It was a Statue to the American Salesman which Willie wanted to build in Montgomery, Alabama. Willie had a plan. He'd come to a decision about it.

And the one thing I learnt from Lee is that you should NEVER ask a client for a decision early in the sales conversation -- when you should be asking for an opinion.

If I ask you for your OPINION about buying some ad space from me, and you say "No" .... I can carry on talking to you about that opinion, and see what it would take for you to revise it. Opinions are easy to change.

But if I ask you for your DECISION, and you say "No" .... I can't carry on talking about that decision, because it implies that you've made the WRONG decision -- either because you are ignorant of the facts or you are stupid. Decisions are hard to change.

So you never ask for a decision until you've asked for an opinion -- and the opinion is positive.

Trained sales people know this, and Willie Gayle felt that everybody should bow down to the trained sales person -- so he planned to build a statue.

The statue would be at the 'crossroads of America' (Montgomery, Alabama) And would be of a sales person, striding forth to their next sales call.

Just in front of the statue would be a drinking fountain of pure clean water. The fountain would be low down, so that everyone who passed by would pause for a drink ... and bend their heads down to the fountain -- bowing to the statue of the American Salesman.

That was one of Lee's favourite stories about Willie Gayle, and one which will stay with me forever.