Chapter 5 INTERESTING STORIES SELL
You need to tell us the WHY of your Thing, because we will buy your ‘why’. It’s all the details ‘we’ (the royal buying public ‘we’) want to know to help us see clearly that you are THE person we want to do business with. Whether your business is just you or you are the spokesperson or figurehead – we want to buy from you.
Don’t be faceless
This is a mistake. No matter how big your business, it needs a face. It needs an identity and a set of values. And these don’t appear from nowhere – they are part of a story. We want to get to KNOW you so we can LIKE you and then we’ll TRUST you, which means we’ll BUY from you. It’s an often-quoted process but not everyone knows how to do it – because they leave out ...
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