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Ever tried to sell, persuade or teach and noticed your audience’s eyes glazing over? Perhaps you were in the audience and the presenter had just clicked on to the fortieth slide, you know the one I mean the one with about twelve bullet points and a triple bar graph that you can never quite understand. The presenter finishes up satisfied that he’s covered all the information and that’s exactly what he’s done – covered it – forgetting that the point is to uncover it. The most lethal bullet ever invented is called bullet point – it will kill you with boredom. If only the Iranians understood this, they wouldn’t bother tring to get nukes they would just drop giant power point displays on the American border. As a professional speaker I have seen more than my fair share of these kinds of presentations. The company spends hundreds of thousands on an annual conference – the most important and expensive sales call of the year – and their CEO transforms into a CES, Chief Executive Soporific.
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Think you go out shopping for products and services? In fact what you really shop for are stories. As for those in marketing and selling, you better make sure you know what story you’re selling.
What do a Porsche Cayenne and a VW Toureg have in common? Well let’s see, they have the same chassis, similar shape, engine, many of the same components, they’re built from the same blue print in the same factory. Oh apparently there is a difference, the VW handles steep slopes better. I’m sorry I forgot there is one more difference, the Porsche is more than double the price. Why would anyone spend more than double the price on the same car? Why because we don’t’ buy a car we buy a story. When you drive a Porsche the story is: I am seriously rich and sexy. Even if you’re eighty year’s old, impotent and the bank owns the car. What’s the VW’s story:
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This is what we call a Mission Story, it celebrates individual performance and connects the team to a higher purpose. It is used in conferences, training and development and induction programs, inspiring team members to reach higher. The story proved such a success that the JSE now use it as part of their external marketing too. For more on capturing your organistion's stories email:
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