Are you using stories to sell?
The 1986 movie, “Top Gun”, starring Tom Cruise caused US Navy recruitments to go up by 500%. The government is hoping the new movie released this summer, “Top Gun Maverick’ will do the same, or better.
The Holy Bible, arguably the best selling book of all time, is responsible for millions of people leading a Christian life. Millions more lead a Jewish life based on the Torah. And Muslims from the Quran.
So how are they all the same?
They are stories.
Nothing to sell. No hard sales pitches. No coupons or order forms. None invites you to a free webinar, takes credit cards, or asks you to schedule a free call with a representative.
Yet they inspire millions to act in a certain way based on the stories they tell.
And they reap untold millions of dollars from their “not selling anything here”.
How do you get your prospective customers or clients to act? To buy?
What stories are you telling? Any? Any that inspire?
Are you even talking to your existing clients or customers on a regular basis? Don’t you care about them? Can’t you help them or their friends?
What’s that saying in sales, “The more you offer, the more you sell?” No, that’s not right. But I’ll bet you know what is right!
The churches haul’m in at least once a week. Hold events. Outings. Tell more stories. Same ones, over and over. Reinforcement I think that’s called.
Here’s an inspiring story, from a simple product that I’m sure touches your life in some way. It has been touching lives for over 170 years now.
In 1846 brothers-in-law Dr. Austin Church and John Dwight began preparing bicarbonate of soda in their kitchen for commercial distribution.
It was great for baking. So they starting sending out by mail mini-cookbooks with recipes that needed baking soda. Pretty smart, eh? In all, about 137 editions were mailed over the years.
In the 1880’s they started sending out “Beautiful Birds of America” trading cards, created to promote the importance of preserving the environment. They sent out similarly themed cards for another 5 decades.
In 1922 they produced and distributed “Health Education” booklets promoting the benefits of baking soda for your skin and body and teeth.
In the 1950’s a cool reference “wheel” was produced showing all the many beneficial uses of baking soda with the spin of the wheel. Subsequent wheels followed with tips for baby care, personal care and even suggestions for use while camping.
Following years would see them promote its use in the laundry, for general cleaning, for deodorizing, and for safely cleaning historic properties, even Lady Liberty!
My favorite “OMG that’s genius!” moment came when I saw the commercials where they suggested you buy a box and dump it down the drain to help keep it sweet smelling too!
Would that work with a $90 bottle of Chanel No. 5 too?
Arm and Hammer Baking Soda. Can you imagine a less exciting product?
Yet they’ve remained in business, top of mind for over 170 years because they keep coming up with something helpful for their customers.
And they reach out to those customers. With a story to tell.
Like how in preparation for the Statue of Liberty’s 100th anniversary on July 4, 1986, 100 tons of ARM & HAMMER™ Baking Soda were used to gently clean and beautify her. “We removed 99 years of coal tar without damaging the delicate copper interior.”
A simple story. But don’t you want to go out and grab a box now to see what you can safely clean?
Haven’t you got a story?
I’ve got a million. And I know for a fact they work great in email.
Send me a note if you’d like my help reaching out to your customers.
I’ll tell you a story that’ll make you more money, more often.
Write for Wealth!
-Robert Schwarztrauber
P.S. Studies have shown that email has the greatest potential ROI of any current marketing vehicle. Up to 4200%
