Attraction marketing is much more than just a well-worn buzzword. As business owners progress from the start-up phase to “bonafide” establishment, we tend to sharpen our focus on efficiency, productivity and profitability.
And, because attraction marketing is a strategy that draws people to us instead of us searching and sorting through them (that’s the efficiency part!), it is driven by how prospects can relate to our story.
So the importance of learning to tell that story well obviously follows. The adage holds true, actually probably more so today than ever before:
“Facts tell, but stories sell.”
Think about it. Can you remember an important principle you learned in middle school mathematics?
… ??? …
Now tell me this: What is the name of the short, cute, pointy-eared Jedi master in Star Wars?
Just about everybody can pop out the answer to that in a heart-beat, right? Why?
- We remember characters.
- We remember emotions.
- We remember experiences.
There is a scientific reason behind all this.
The Science of What We Remember
Even before the age of digital-everything, our attention spans were pretty short. Ancient man’s survival depended on it! Fight or flight was not just a cliche when he was standing in the same cave with some other predator! I hope that makes you feel better when I say that we have naturally flighty minds! It has been reported that when there is nothing important to work on, the average mind spins about 100 daydreams per hour!
(And I always thought it was because I was a blonde! Lol!)
But something happens when we listen to a story.
The wandering stops.
The daydreams disappear.
Our minds are rapt in attention!
Application to Attraction Marketing Strategies
What does that mean when it comes to the attraction marketing strategy for our businesses?
It means you can (and should) have all your facts, diagrams, and statistics available for the prospect you are presenting your product, service or opportunity to. But know this: what they will remember the most about your presentation will be your story.
- Where did you come from?
- How did this product/service/opportunity change your life?
- What compelled you to engage with this particular company?
When applying storytelling to your attraction marketing strategy, the question is asked: what if you don’t have a great story to tell?
Storytelling here doesn’t mean writing a fictional tale! We are not talking about creating something from nothing. But if you are somewhat new to your business and don’t have a track record to share, don’t worry – your personal story is not the only one you can tell. What about testimonials from other real people? Is there a leader in your company that a prospect could relate to more than your experience, or that of others?
Making you or your offer relatable and accessible (and, therefore, attractive) to your prospect is job #1. There is no better way to do that than with a story!
Three Categories of Story
Whether we are talking about our own story, the story of our company or business, or about someone else, we can divide our purposes for storytelling into three categories:
Persuasion is defined by Merriam-Webster’s Dictionary as:
the act of causing people to do or believe something : the act or activity of persuading people.
People are rarely persuaded by facts alone. Though we like to think of ourselves as beings of reason, our purchasing habits show there is a far more powerful side to us holding sway. Why else would grown men buy flowers for their wives?
So, appealing to a more emotional side through story is an effective method of persuasion.
Dictionary.com defines the noun Engage as:
to occupy the attention or efforts of (a person or persons):
He engaged her in conversation.
It also makes use of it this way: to attract and hold fast:
The novel engaged her attention and interest.
When you can suspend the flighty mind of another through story, and occupy their attention long enough for them to render an interested response, you have definitely won a major triumph in the process of converting a prospect into a customer.
And finally the word, Inspiration.
Merriam-Webster calls inspiration:
the action or power of moving the intellect or emotions; a person, place, experience, etc., that makes someone want to do or create something.
A Great example:
“He paid research subjects $20 and then had them read a sad and compelling story about a father and his terminally ill son, taking blood samples before and after. At the end of the study, subjects were given the chance to donate money to a charity serving sick kids. After the story, the blood samples showed spikes of oxcytocin in the blood. Oxytocin has been called the empathy chemical. And the more oxcytocin there was in the blood, the more these cash-strapped, empathy-drunk, students donated to charity (on average they donated half of their pay).”
“The study suggests that stories change our behaviors by actually changing our brain chemistry.”
Would you agree there is power to persuade, engage, inspire and attract people through the art of storytelling?
The ability to tell a story is hugely important to the attraction marketing strategy, because stories are more memorable than facts, stories are more relatable than figures, and stories are what engage your prospect at both mind and heart.