“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” — Jay Baer
It can be easy to fall into the trap of just describing your products or services as a small business owner.
Even if you have made the good transition to talking to your customers about benefits rather than features, you are still just selling product as you would in a brochure.
Making the story bigger is helping the customer see how your product or service will ultimately make their life better.
Take the example of a gym instructor, they could sell personal training sessions that will make you stronger with a custom weight training programme that can be completed in 30 minutes or less.
All of the above though are features (with some benefit).
But if you were going to really make this about a bigger story the personal trainer is really selling, satisfaction with themselves which is achieved through improved physique or strength. Maybe using a line like “when you are looking good, you are feeling good”.
Whether the clients life will actually be any better after gaining strength or improved physique isn’t the bit that’s important, it’s that the customers perceives that it’s making their life better.
At the end of the day that’s what any good story really is, a way of perceiving the world around us.
As small business marketers we have the power to shape that perception.
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