A few words
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.
Way back in 1992, there was a 6 year old sitting in the corner of his quiet suburban classroom. He did not engage with the other children, or even recognise the presence of the teacher. Instead he was engrossed in the pages of a book. The BFG.
That child was me.
Stories hold the power to unlocking emotion.
and emotion sells.
In his book “Start With Why”, Simon Sinek talks about how companies who build their brand around a reason, a desire, a “Why” have more consistent, more lasting success.
Yet the majority of online store owners rely on promotions, money-off, buy 1 get 1 free…
And their success is limited.
I want to change that.
In May 2011, I arrived by bus to Budapest. I had a backpack on my back and around $200 in my pocket. And I wanted to live in this city. Over the next few months, my future wife and I stayed on couches, rented a roasting hot room above one of the busiest streets in the city, and worked dead-end jobs to bring in enough money to move up in the world.
But here I learned my first lesson in selling…
People don't care about your product
I sold HR events to professionals. And these events had the top dogs in HR speaking and hosting workshops. They should sell themselves…
Yet while some guru or other got their attention, it did nothing to make them buy.
I thought: how the hell am I going to sell this thing? My colleague had been doing this for close to 10 years, she knew everyone in the industry and just called up her contacts and said:
“Hey, we’ve got guru A coming, are you in?”
And they all came. For days I thought: What the hell? Here I am slaving over the phone, calling 100s of people just to be told “Sounds good but we don’t have the budget right now…”
Until a lightbulb went off.
She didn’t sell them the conference, she sold them on her story. On a story she’d been telling them for 10 years. Now I didn’t have 10 years, hell I didn’t have much, I was still wet behind the ears. But I had worked in oil for 2 years. And I had seen the challenges they were facing…
So I started calling oil companies. I adapted my message. And they came.
I sold the 2nd highest number of places on that