Whenever we’d pitch a product
to a board,
we’d start with a story.
We’d talk about ONE possible customer
for that product,
telling the board
why she or he would like the product,
how it would solve a problem,
make a difference in her/his life.
THEN we’d pitch the financials
and other details.
Story telling
is essential for selling and marketing.
Carmine Gallo
shares
“When I analyzed the content of
[civil rights attorney Bryan] Stevenson’s
TED talk for Talk Like TED,
I categorized each sentence
into one of three buckets
consistent with Aristotle’s guide to persuasion:
Pathos (emotion, stories),
Logos (logic, data), and
Ethos (establishing credibility).
Remarkably,
personal stories—pathos—
made up 65 percent of Stevenson’s content.
Stevenson spent 65 percent
of his time telling stories
and 25 percent of his time
supporting the stories with data.
Stevenson’s references
to his background or experience
(ethos)
made up the remaining 10 percent
of his stage time.”
Ensure you tell stories,
not simply recite facts.