How to Build Stories that Sell

As marketers, we all know that stories are important for connecting with customers. Many of us have learned “The Hero’s Journey” as a structure for how to construct those stories. If it works for Hollywood scripts, it must work for us, right? Unfortunately, research into how customers make purchase decisions shows us that our current storytelling frameworks don’t necessarily give customers what they really want. In this session, April will show you what data from successful sales processes can teach us about how to tell better marketing stories. She will also teach you a practical framework that not only captivates an audience, but also motivates them to buy.

After this session, you’ll be able to:

  • Discover what research tells us about how we can best help customers in a buying journey
  • Understand why traditional storytelling frameworks aren’t giving customers what they really want
  • Identify the key components of a good sales story and how they map to your positioning
  • Orient stories around your unique market point of view to improve sales velocity and close rates