Increase Sales with Stories and metaphors

INTRODUCTORY COURSE IN COVERT INFLUENCE

1

Easy Eddie

Bill and Virgina Blyth

“Butch” Ohare

Third Party Stories“Stories and metaphors are the

single most powerful form of communication that exist!

Period!”

Cave Paintings“Stories have been told since

the start of mankind”

Stories and Metaphors“Matthew 13:34 “Jesus spoke to the

crowds by illustrations. Indeed, without an illustration he would not speak to

them.”

We Crave Stories

We Crave Stories

We Crave Stories

Don Hewett

Third Party Stories“The secret to our success is that we

did not concern ourselves with issues. Rather, we focused on stories shaped

by those issues. ”

Third Party Stories“Stories and metaphors are the

single most powerful form of communication that exist!

Period!”

Stories = Influence“The fact is, we relax when a story is told and

allow ourselves to be entertained. Stories are the single most effective means of

delivery when it comes to influence. It just

is.” ”

6 REASONS WHY YOU MUST USE STORIES AND

METAPHORS

1. Message retention

The Johnny Carson Principle

The Law of Contrast!

The Red Test Kit Principle

“Different...We’ve changed all that”

2. STORIES ARE HYPNOTIC

2. STORIES ARE HYPNOTIC

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

Presentations without stories are heard from a defensive posture. We listen with our dukes up,

skeptical of what the presenter is saying.

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

On the other hand when being told a story we concentrate on the storyline. This makes us less

aware that we are subject to persuasion. multiple messages seep into our unconscious mind, doing so

while under the radar.

3. STORIES REDUCE OR FLAT OUT ELIMINATE

RESISTANCE

Stories that contain emotional elements, take us on a ride further reducing resistance. We travel along through emotional twists and turns as the plot further distracts our conscious mind. Now that our guard is lowered, we are more likely to

be agreeable.

4. STATE CHANGE

“So a guy walks into a bar”

5. YOU CAN DEEPLY LAYER A MESSAGE

INTO A STORY

The Yorkie Story

6. Stories demonstrate feature benefits

(presuppositions)

“So there I was completely embarrassed. I totally messed up the reservation. I booked a three bedroom villa with a golf course view when

what I really wanted was a two bedroom villa with a pool view.”

So what stories to do you have for your feature benefits?

What stories do you have for your feature

benefits?

NOW IT IS UP TO YOU!Go and find your gold!