? You are eager for the company's products to be introduced to the market for the first time and be liked by strange customers. Even before the product came out, did someone ask if they wanted to order it?
? Do you long for a few brief self-introductions to make strangers respect you instead of rejecting you as a salesman?
? Are you eager to let more strangers realize your value, trust you as a person, realize the value of the company and believe in the quality of products?
? The most effective and lowest-cost way of brand communication is to tell stories. Stories have their inherent rules and skills. Only by mastering these secrets can we tell the story of the attack well. ...
? This is the theme I want to share today: stories. Stories are the most powerful weapon in marketing.
First of all, the power of the story
People's brains naturally hate being lectured and betrayed, but people naturally like listening to stories. Almost all cultures, religions and film and television dramas in the world are spread by stories.
Why is the story so magical? In fact, this has something to do with the way the human brain receives information. The information received by the human brain is divided into two channels: consciousness and subconscious;
All human thinking activities belong to conscious consciousness. The conscious thinking of the brain belongs to the rational channel and has a strong defensive function. This is why it is extremely difficult to persuade a person to change his values; Why does everyone hate being lectured, including your own children? Knowing that you are doing it for him, children will refuse your preaching. Because consciousness needs to protect its values from being changed.
? All unconscious activities belong to the subconscious channel; All activities related to emotions, such as joy, anger, sadness and joy, belong to the subconscious. The subconscious of the human brain is often not controlled by the rational brain. ?
Therefore, it is easy for people to control rational choices, but it is difficult to control emotional impulses. Then the way to tell a story is to bypass the conscious thinking of the customer's brain and directly let the customer's subconscious receive information and change his mind;
For example, I want to sell you a slimming product. If I introduce the efficacy of the product and describe its various benefits as soon as I come up, your mind will resist: didn't you make the product so magical just to make my money?
However, if I accidentally tell a story that I once weighed 152 Jin and lived in great inferiority all day, then I have been looking for various ways to lose weight. Many things happen. After failing to lose weight for n times, I finally found an effective weight loss product, which was 1 16 kg of normal weight. Besides, I don't want to reveal the secret. Do you really want to know?
Through this story, you can easily be brought into the story by me, and then your despair of losing weight will be awakened again, and then you will take the initiative to understand the product.
The function of stories is to unconsciously influence people's subconscious, change people's ideas and make people accept new ideas or concepts. Every marketer should learn to tell stories, tell their own stories, tell stories of enterprises, tell stories of products and tell stories of customers.
When people are listening to a story, the subconscious in the brain is turned on. At this time, people will be infected by the plot and emotions in the story, and then deeply imprinted in the brain, and the ideas in the story will be accepted by the subconscious.
? No matter writing an advertising copy or making a speech, no one likes to listen to dry logical reasoning, and human nature naturally refuses rational preaching; ? However, if you can put your ideas into a story, you can unconsciously influence the customer's subconscious, make him emotionally moved and convince himself to take action.
? The function of logical reasoning is to communicate with people's conscious mind; The story is to communicate with people's subconscious, directly bypass rational thinking, and stimulate the instinctive primitive desire in the human body.
Marketing itself is to spread various stories around the positioning of products. Explain the ins and outs of the product, function, use effect, after-sales service and customer reputation without leaving a trace by telling stories. You should catch customers' attention and stimulate their interest through stories. Establish emotional connection with customers through stories and establish credibility. Show the brand image, concept and personality, your values and feelings through stories;
The biggest role of stories is to influence customers' values. You can put a lot of disgusting things of logical reasoning into it, and make potential customers unconsciously accept your point of view through storylines and story characters. Stories can shape the identity background of products, the benefits and benefits that products bring to customers, the emotional satisfaction that products bring to customers, and so on. Because the story is actively absorbed by the customer, he has no resistance to the advertising information you input into your brain; If a story is designed to be interlocking, and every step can draw the customer's emotions, then the next sale is a natural thing.
? As a marketer, you should learn to package stories, and unconsciously implant your product information, your values and your ideas into customers' minds by telling touching stories. Storytelling is the most basic internal strength of sales. Without practicing the ability to tell stories, there is no internal strength in marketing, and language is only an external form of expression.
When the customer has not been exposed to the products, you have introduced them to him through the media, such as Tik Tok, Aauto Quicker, TV, newspapers, internet, friends circle, etc., which aroused his curiosity, so your products will definitely sell well after launch.
This is a self-media era. We can use internet tools and interpersonal networks to convey brand concepts, ideas and stories in advance and influence the cognition of target customers' brains in advance.
Second, the role of the story.
The role of stories in the marketing process is almost everywhere. Spreading brands needs stories, sucking powder and draining water needs stories, the origin of products needs stories, why do you need stories in this business, the efficacy of products needs stories, and the reputation of customers still needs stories. ...
1, product origin
No matter what products we sell, we must first let potential customers know about your products, right?
However, a stranger, not your employee, why should I listen to you say how awesome the company is, how awesome the brand is, and how awesome the products are? This is your business. What does this have to do with him? If a product can create a core story, a story that makes the product have a sense of identity and value, it will automatically trigger communication, affect customers' cognition, and even let customers take the initiative to buy.
? Everyone has a show-off mentality, and people also like to tell various stories to express their feelings. Therefore, as a marketer, you should create such stories for customers, let them have the capital to show off and help your products spread spontaneously.
2, product efficacy
? If you tell the customer through reason, he will only think that you are bragging, and the motive is to fool him into paying. This persuasive transaction is easy to encounter strong resistance from the customer's brain; ? But if you tell a story instead, you can show the quality, efficacy and after-sales service of the product through the process of using the product by the characters in the story, so that you can bypass the customer's brain and make him more likely to believe in the product.
? This method is called customer witness, one is the witness of using the product by oneself, and the other is the witness of using the product by customers. Especially the stories of third-party old customers, it is easier for new customers to build trust.
Third, the secret of the story.
? Telling sales stories is skillful, and reading novels and movies in peacetime is different, because as marketers, all stories are not told aimlessly for no reason. ? Most enterprises don't know how to tell stories. They just tell stories according to their own ideas, which often has no effect on selling products. What is the secret of telling a sales story?
1, determine the theme
? Before telling a story, you must first determine a theme, which is the purpose you want to achieve in this story.
? However, the mistake that most of you are prone to make is to talk about the efficacy of products and the opportunity to make money. Your original intention is to say that products are good and profits are high. The result is that people who want to buy products think you are unprofessional, people who want to make money think you can't sell products, and customers don't believe you at all. Therefore, products belong to products and investment promotion belongs to investment promotion, which should be discussed separately. Sell products first, then attract investment.
2. Hidden motives
? Why can't many people tell stories well? The reason is not that you can't tell stories, but that you are too eager to sell goods, and your sales motivation is too strong. So you should learn to hide the sales motivation in the story, and you should create a character through the story, which is the same as the current situation of potential customers. Then, after a period of experience, the protagonist finally got the life he wanted. After listening to the story, let the customer sit in the seat of the protagonist.
3. storyline?
What distinguishes a story from other expressions is that it must have a plot. For example, you talked about your work experience and entrepreneurial experience over the years. This is just a narrative, not a story. This story is very attractive because it has a winding and moving plot. The most important thing in the plot is conflict, all kinds of contradictions and conflicts.
? How to make stories move people's hearts? I summed up the following rules: suspense, situation, conflict, feelings, details and so on. The success or failure of the story depends on the details.
Suspense: You can't just come up and tell the customer, I'll tell you a story. Why do people want to hear your story? Even if you tell it, it won't have any effect. So you should set suspense, stimulate the curiosity of customers and guide them to actively explore. Before telling a story, set a suspense to attract customers into your story. Later, in a more advanced course, I will talk about suspense thinking. ...
Situation:
The secret of a good story is situational, that is, it is described in detail from the perspectives of vision, hearing, taste, touch, smell and perception by restoring the details of the scene.
Conflict: Another important factor in the story is the conflict between the characters, sometimes it may be the conflict of a character's own heart, beliefs and wishes.
? The story goes through: pain-finding a way-failure-almost disheartened-turning around-doubt-careful verification-obtaining an effective method-grateful sharing;
Only when there is conflict in the story can there be emotional tension and affect the feelings of customers. The more ups and downs the story, the stronger the emotional tension and the stronger the impact on the target customers.
Psychological activities: When telling a story, you must use a lot of words to describe the psychological activities of the protagonist in every situation, such as inner pain, depression, despair, improvement, excitement and success. ? The closer this psychological activity is to the target customer, the more it can arouse his emotions and touch his heart, and the more it can make him take immediate action.
Fourth, the story template
? By reading many stories about marketing copywriting, my teacher summed up her five-year practical experience in writing sales copywriting and summed up a set of very effective story templates. Everyone can write stories that touch customers' hearts by practicing their homework. Now I will share them with you for free:
Seven-step distracted story template:
1, question: I had a problem because of my poor state before;
2. Salvation: I am full of doubts about this world, but I am still eager to find new ways to change my present destiny;
3. Frustration: In order to solve the problem, I began to think of ways, but the result was not smooth, and I encountered various setbacks and blows;
4. Turn for the better: an accident or a person suddenly subverts his brain's thinking, and his fate turns for the better;
5. Try: start learning new knowledge crazily and try to verify new methods;
6. Success: the new method has been successfully tested and life has entered a new chapter;
7. Mission: I want to share my successful methods with more people who have experienced the same thing before and help more people succeed;
? In fact, the story routine witnessed by customers is the same as the routine of self-introduction, except that meeting experts is changed to meeting good products.
example
? Why should I engage in the cause of sleep health?
Question My husband and I opened a winery in Guangzhou on 20 10, mainly engaged in imported red wine business, and opened online stores in Alibaba and Taobao. I have been facing the computer all day, and I have suffered from severe insomnia for several years.
? I can't sleep until one or two o'clock every night, wake up at four o'clock the next morning, and then I can't sleep all day. I don't get enough sleep every day, so I'm sleepy and tired. I'm listless all day, with rough skin and dark circles for a long time. Because I can't concentrate, I often quote the wrong price, calculate the wrong quantity and get the wrong goods.
I believe in Chinese medicine for the treatment of insomnia. In recent years, as soon as I heard that there were good Chinese medicine practitioners, I immediately went to see a doctor.
Frustration took Chinese medicine for several years and spent tens of thousands of dollars, but it still didn't improve. Because I have been eating Chinese medicine for a long time, I have soaked Chinese medicine in gastrointestinal diseases.
At the beginning of 20 18, once, we had a wine tasting, and all the people who ate and drank together were neighbors. A good sister told me that she runs a pillow that can improve sleep. I didn't believe it at that time, but considering that she was a good sister, I supported her to buy a seven-wood pillow.
I tried to use the pillow as she taught me. I didn't get used to it two days ago and couldn't sleep well. It's harder to fall asleep than before. I want to throw away that broken pillow. On the third night, before dark, my sister called me and asked me to insist on using a pillow.
I don't want to succeed, but I am obedient before using it. I fell asleep before I knew it, and it was already eight o'clock in the morning when I woke up. I haven't enjoyed such a good sleep for years. I woke up refreshed and my eyes brightened a lot.
? Thinking that four old people in my family couldn't sleep well, I wholesaled 12 and distributed it to my family and my wine agent. I didn't expect that it was all about good products.
? My mother has suffered from cervical spondylosis for more than 20 years. The shaking of her head from side to side was Kaka's ringing, which made me afraid to shake my head. Since using Qi Mu pillow, the symptoms of cervical pain have been relieved a lot.
? One of my wine agents also said that Qimu Pillow improved her cervical spondylosis for more than ten years, and also improved her husband's sleep disorder for many years. Their in-laws scrambled to use pillows and simply bought another one.
? My mother and my agent introduced some friends and bought me seven wooden pillows. They said that this pillow is really easy to use. Why not act as an agent?
Thinking about it is also my mission, so I handed over the business of the winery to my husband and decided to sell seven wooden pillows for the rest of my life to help more people with insomnia find healthy sleep and help more patients with cervical spondylosis relieve their pain. I think this life is more meaningful!
From what angle should the story be written more valuable, how to package the value of products and characters through stories, and how to write stories that make customers feel ... There is too much knowledge here, which will be revealed for you later.