Conviction is a sentiment that sits at the intersection of ability, experience, and emotions. Not only is conviction the cornerstone of highly authentic messaging but it’s the equivalent of an armor-piercing bullet in the science of persuasion. As someone trying to sell a product or service, leading with a high conviction statement about what you believe (as it relates to your solution) will not only help convey your value to a target buyer but do it in a way that doesn’t make you feel gross!
If you’re looking for tips on how to craft a high-conviction belief statement unique to your business you can find instructions here and in the video below.
Even if you’re armed with a set of high-conviction belief nigeria telegram data statements, selling doesn’t have to be all about carefully crafted messages. Conveying your enthusiasm and solution value while capturing your customer’s attention (particularly in your intro presentation) can be as simple as telling your customer a story. Stories and strategic narratives are highly effective selling tools for three reasons:
Humans are preconditioned to storytelling: for much of our existence, human history and experiences were passed down from generation to generation through the use of stories. It was how we shared everything from our values to our favorite recipes. You might say the ability to assimilate stories is part of our DNA.
Compelling stories are easy to tell and retell: features and bullet points can be tough to remember for both you and your customers. But stories are easy. This is especially important when your initial selling conversations are not with the ultimate decision-maker. If your customer contact needs to share your solution with other people within their organization, a story is a much easier way to relay your value proposition without loss of impact than a marketing message.
Stories generate an emotional response: In his best-selling book Story: Substance, Structure, Style, and the Principles of Screenwriting, award-winning writer and director, Robert McKee argues that stories “fulfill a profound human need to grasp the patterns of living—not merely as an intellectual exercise, but within a very personal, emotional experience.” This emotional experience is critical because modern neuroscience has shown that feelings consistently trump logic when it comes to decision-making.
In short, stories are fun to tell, compelling to hear, and generate the emotional response critical to converting customers in ways pitches never can. Looking for a simple recipe to help you craft a story around your solution? Try this secret infomercial formula.