08/14/2017
I was just taken in by a good story! We've all been there, the right story crosses our path at the right time, and it seems like a divinely inspired moment. Well, not always.
This morning I stopped and spent time I can never regain, watching a sponsored video that possessed all of the elements of great storytelling. The business owner had a profound understanding of her avatar/prospect, wove a compelling story, supported that fable with lots of avatar-specific enticements, backed her claims with credible science, and presented an attractive and fair offer.
Who could resist? Well, I should have. There were little signs of warning that should have caused me some pause before I pushed the button that said "BUY". I overrode them.
First, there was the fact that I couldn't actually complete check-out without being offered more things that I would need to actually get what was promised in the slick video. Didn't she say that was the original offer? I declined. Each time I was offered a reduction in price to say "yes". I was having some serious buyer's remorse and finally googled the company's name and "scam".
There it was. A ripoff report confirmed my suspicions. It was too late. They had my money, and now I'm in the refund process that others have said is long enough to see signs of aging in the mirror. Ugh!
Fortunately, it wasn't a great deal of money. The greatest loss is that of trust, not just for this questionable businesswoman, but for those who will follow her.
As business owners, we need to be mindful of how we use our powerful stories. There are those who are hoping that we truly do have the magic elixir we profess to want to share. Their need compels them. They want to believe us. And, if we are fortunate enough to gain their trust, it can and should be a mutually rewarding experience.
Therefore, the stories we use to invite our customers, clients and prospects to our table of transformation should be true, honor their precious time and respect their hard-earned money.
Stories are powerful selling tools. Let's tell ours with integrity. What's Your Story?