Why Story Is Everything

As entrepreneurs, we get so immersed in our ideas and focused on our amazing product that we forget that neither of these are the reason why somebody will buy from us. The idea and the product are not what will bring in cash.

If you've ever attended any webinar, in which you were most likely offered a product or service eventually, you may or may not know that such webinars are usually scripted in detail and specifically designed to tell vivid and compelling stories that captivate and take the audience on a journey.

All of those stories follow the fundamental principles of a story arc, which is the chronological way events unfold in a story: the setting, the struggle, the turning point, the resolution. Think of your favorite superhero movie. It most likely follows this structure.

Let's even go one step deeper and look at the main character, the superhero. At the beginning of the movie we get introduced to our hero. We are presented the ordinary world and mundane life of the hero. This 'setting the stage' lets us identify with the main character before the journey begins.

What now follows is what's called the "hero's journey". These are usually 12 stages our hero will go through, beginning from the current, ordinary world, through the struggle and adventure, facing the biggest fears and roadblocks, the ordeal, receiving the reward, and finally returning home - but, as a different person.

While traversing the world, the hero undergoes inner and outer transformations at each stage of the journey.

There is naturally much more to it, but it would go too far to cover this topic in more detail here. Just keep in mind, whenever you follow your desire to get out of your comfort zone, face and overcome your fears, you follow this journey over and over again.

That's what's called growth.

Now, let's put this together. The fact that your favorite movie triggers an emotional response in you, moves you to tears or gives you goosebumps, is almost certainly not due to the breathtaking visuals, the brilliant CGI, the immaculate sound design, or the exceptional acting.

Sure, those are all important pieces of the puzzle of an excellent and unforgettable movie experience. But the main reason you get hooked and pulled into the movie is the story.

You feel with and identify yourself with the hero. You go through the same journey together with your hero, but in your own world. You experience all the emotions with the hero, the struggle, the obstacles, the ordeal, the reward, the happy end - so that in the end you feel like a hero yourself.

The key is the engaging, inspiring, motivating story. If the plot and the underlying storyline are weak, the movie doesn't hook you, the hero's journey doesn't captivate you, the movie doesn't cause emotions in you, and you lose your attention. That's definitely something you want to avoid as a storyteller.

What does all this have to do with marketing, you might ask? Well, everything. Anything that persuades you is story-based.

Create and tell a persuasive narrative that focuses on the thoughts, fears and aspirations of your audience. And if you do that, you have the power to change the way somebody sees the world.

Let's illustrate that with an example. You want to buy a new laptop.

We always go through the same phases, and this is all entirely emotional, but the brain thinks it's logical. Think about it, how many times were you sold something, then you walk out of the store and think "oh shoot, why did I buy that?!".

That's when your emotions fade and your logical part of the brain takes over again. Logic doesn't sell. Emotions sell.

Understandably, this is just an abstract. The fascinating world of "story selling" and marketing goes much, much deeper.

Your business is your calling. People come to you looking for a solution to their problems.

By learning the secrets and mastering the art of finding your voice and creating a message that will connect with your audience, you can convert more visitors into buyers.

You are able to give them the results they are looking for and change their lives.

This is how you grow your company. And this is why you want to claim your free copy of the Expert Secrets book that reveals how you turn your online visitors into lifelong customers.