How do you get your customers involved in a compelling way and convey your sales message to them so that they ultimately decide to buy your product?

In this article, I would like to tell you about the power of history . A story can have a huge impact on your customers. 

When I attended Tony Robbins’ seminar in 2008, he said a phrase that completely changed my life. In fact, when he started his business the first year he made $ 36,000 in sales, the second year he hit $ 1 million in sales. This rapid growth in turnover impressed me. 

Indeed, when I attended this seminar for the first time, I wanted to start my business and my goal was to achieve $ 36,000 in sales. My expectations for the following years were not very ambitious. Tony Robbins’ experience changed my view and nullified the model of reality I had then.

I realized, following this testimony, that it is possible to achieve much bigger goals. It gave me the confidence to think of a new way of working. Indeed, instead of working individually as I did before (the method with which I achieved $ 36,000 in sales), I realized that it was possible to work with several collaborators and ” organize seminars with many participants. That sentence, said by Tony, changed everything for me.

In this context, I would like to share with you an example from the book called TED TALKS by Chris Anderson, which explains how to prepare and present a presentation that influences your audience. 

In this book, he tells a concrete example to explain the importance of telling a story to start a speech. Zak Ebrahim is a speaker who took to the TED talk stage with the following story:

I was born in Pittsburgh, Pennsylvania in 1983, the son of an American mother and an Egyptian father who did their best to create a happy childhood for me. When I was 7, the dynamics within our family changed. My father exposed me to a side of Islam that very few people can see (including the majority of Muslims). In fact, when people take the time to interact with each other, they will realize that most of us want the same things in life.

At this level, Zak’s speech is not sufficiently interesting to attract the attention of the public and involve them.

Helping him revise his speech a bit, Zak Ebrahim told his story during his second participation in Ted in a different way:

On November 5, 1990, a man called El Sayed Nousair entered a hotel in Manhattan and assassinated Rabbi Meir Kahane, leader of the Jewish Defense League. Nousair was initially found not guilty. But while in prison for other less serious reasons, he and other men began planning attacks on more than a dozen New York buildings including tunnels, synagogues and headquarters. of the United Nations. Fortunately, these plans were thwarted thanks to an FBI informant. Unfortunately, the explosions in 1993 at the World Trade Center were not foiled in time. Nousair was then condemned for his participation in the preparation of this attack. El Sayed Nousair was my father …

This introduction can only catch the attention of the participants and give them goosebumps.

However, it is the same speech to convey the same message, but in a different way.

Indeed, today when you try to communicate an offer of your product / service or your company, it is very likely that you neglect the role of the story in your speech. If you can get the dramatic and emotional side out of your sales message (what changed your life, brought about sudden realization, or challenged all of your prospects) you will have more impact on your customers.  

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