? You are eager to make your product have identity, emotion and temperature. Customers like it. Do you believe it?

? You are eager for the company's products to be introduced to the market for the first time and be liked by strange customers. Even before the product came out, was someone asking if they wanted to order it?

? Do you long for a few short self-introductions to make strangers respect you, instead of rejecting you as a salesman?

? Are you eager to let more strange customers realize your value, believe in you as a person, realize the value of the company and believe in the quality of products?

? The most effective and lowest-cost way to spread brands is to tell stories. Stories have their inherent rules and skills. Only by mastering these secrets can we tell the story of attacking the heart ... < P >? This is the theme I want to share today: stories. Stories are the most powerful weapon in marketing.

First, the power of stories

People's brains naturally hate being lectured and being sold, but people naturally like listening to stories. Almost all cultures, religions and film and television dramas in the world rely on story dissemination.

why is the story so magical? In fact, this has something to do with the way the human brain receives information. The information received by human brain is divided into two channels: conscious and subconscious;

All human thinking activities are conscious. The conscious mind of the brain belongs to the rational channel and has a strong defense function. This is why it is extremely difficult to persuade a person to change his values; Why does everyone hate being lectured, including your own children, knowing that you are good for him, the children will refuse your preaching. Because the conscious mind needs to protect its values from being changed.

? All unconscious activities belong to the subconscious channel; All activities related to emotions, such as joy, anger, sadness and joy, belong to the subconscious. The subconscious of human brain is often not controlled by rational brain. ?

So it is easy for people to control rational choices, but it is difficult to control emotional impulses. Then the way to tell a story is to bypass the conscious mind of the customer's brain and directly let the customer's subconscious mind receive the information and change his mind;

For example, I want to sell you a slimming product. If I come up and introduce the efficacy of the product and describe its various benefits, your conscious mind will resist: Don't you say the product is so magical just to make my money?

However, if I tell a story casually, saying that I used to weigh 1.52 kg and lived in great inferiority complex all day, then I have been looking for various ways to lose weight. Everything comes to him who waits. After N times of weight loss failures, I finally found an effective weight loss product, which was as thin as 116 kg. Besides, I don't want to reveal this secret. Do you really want to know?

through this story, you can easily be brought into the story by me, and then your despair of losing weight is awakened again, and then you will take the initiative to understand the product.

The function of stories is to unconsciously influence people's subconscious, change their ideas and make them accept new ideas. Every marketer must learn to tell stories, tell his own stories, tell stories of enterprises, tell stories of products and tell stories of customers.

When people are listening to a story, the subconscious mind is turned on. At this time, people will be infected by the plot and emotions in the story, and then deeply imprinted in the brain, and the ideas in the story will be accepted by the subconscious mind.

? No matter whether you write an advertising copy or make a speech, no one likes to listen to dry logical reasoning, and human nature naturally refuses rational preaching; ? However, if you can integrate your thoughts into a story, you can unconsciously influence the customer's subconscious, make him emotionally moved, and convince himself to take action.

? The function of logical reasoning is to communicate with people's conscious mind; The story is to communicate with people's subconscious, directly bypass rational thinking, and stimulate the instinctive primitive desire in the human body.

marketing itself is to spread all kinds of stories around the positioning of products. Explain the ins and outs, functions, use effects, after-sales service and customer reputation of the product without leaving a trace through telling stories. You should catch customers' attention and stimulate their interest through stories. Establish emotional connection with customers through stories and establish credibility. Show the brand image, concept and personality, your values and feelings through stories;

The biggest function of stories is to influence customers' values. You can integrate many things that are repugnant to logical reasoning into them, and make potential customers accept your views unconsciously through the story plot and the story characters. Stories can shape the identity background of products, the benefits and benefits that products bring to customers, the emotional satisfaction that products bring to customers and so on. Because the story is actively absorbed by the customer, he has no resistance to the advertising information you input into your brain; If a story is designed to be interlocking, and every step can draw the customer's emotion, then the following sales are a natural thing.

? As a marketer, you should learn to package stories, and put your product information, your values and your concepts into customers' minds unconsciously by telling touching stories. Storytelling is the most basic internal strength in sales. If you don't practice the ability of storytelling, you have no internal strength in marketing, and language is just an external form of expression.

When the customer has not come into contact with the product, you have introduced it to him through the media, such as Tik Tok, Aauto Quicker, TV, newspapers, Internet, friends circle and others, and he has become curious, so your product will definitely sell well after it is launched.

This is a self-media era. We can use Internet tools and interpersonal networks to convey brand concepts, ideas and stories in advance, and influence the cognition of target customers' brains in advance.

second, the role of stories

the role of stories in the marketing process is almost everywhere. Spreading brands needs stories, sucking powder and draining water needs stories, and the origin of products needs stories. Why do you want to do this business needs stories, product efficacy needs stories, and customer reputation still needs stories ...

1. Product origin

No matter what products we sell, we must first let potential customers know about your products, right?

However, a stranger, who is not your employee, should listen to you talk about how awesome the company is, how awesome the brand is and how awesome the products are? This is your business. What's it got to do with him? If a product can create a core story, a story that makes the product have a sense of identity and value, then it will automatically trigger communication, affect customers' cognition, and even let customers take the initiative to buy.

? Everyone has a show-off mentality, and people also like to tell all kinds of stories to express their feelings. Therefore, as a marketer, you should create such stories for customers, so that they can have the capital to show off and help your products spread spontaneously.

2. product efficacy

? If you tell the customer through reasoning, he will only feel that you are boasting, and the motive is to fool him into paying. This kind of persuasive transaction is easy to encounter strong resistance from the customer's brain; ? However, if you change to storytelling, and show the quality, efficacy and after-sales service of the product through the process of the characters using the product in the story, you can bypass the customer's brain and make him more likely to believe in the product.

? This method is called customer witness, one is the witness of using the product by oneself, and the other is the witness of using the product by customers. Especially the stories of third-party old customers, it is easier for new customers to establish a sense of trust.

third, the secret of the story

? Telling sales stories is skillful, which is different from reading novels and movie stories at ordinary times, because as marketers, all stories are not told aimlessly for no reason. ? Most businesses don't know how to tell stories. They just tell stories according to their own ideas, which often has little effect on selling products. What are the secrets of telling a sales story?

1. Determine the theme

? Before telling a story, you should first determine a theme, which is what you want to achieve in this story.

? However, the mistake most of you are prone to make is to talk about product efficacy and money-making opportunities, two themes. Your original intention is to say that products are good and profitable. As a result, people who want to buy products think that you are unprofessional, and people who want to make money think that you can't sell products, so customers don't believe you at all. Therefore, products belong to products, and investment promotion belongs to investment promotion, which should be discussed separately. Sell the products first, and then invite investment.

2. Hidden motives

? Why can't many people tell stories well? The reason is not that you can't tell stories, but that you are too eager to sell goods, and your sales motivation is too strong. Therefore, you should learn to hide the sales motivation in the story, and you should create a character through the story, which is the same as the current situation of potential customers. Then, after a period of experience, the protagonist finally got the life he wanted. After listening to the story, let the customer sit in the protagonist's seat.

3. the story?

What distinguishes a story from other expressions is that it must have a plot. For example, you talked about your work experience and entrepreneurial experience over the years. This is just a narrative, not a story. The story is attractive because it has a winding and moving plot. The most important thing in the plot is conflict, all kinds of contradictions and conflicts.

? How to make the story move people's hearts? I have summed up the following rules: suspense, situational, conflict, feelings, details and so on. The success or failure of the story depends on the details.

suspense: you can't just tell the customer, and I'll tell you a story. Why should others listen to your stories? Even if you tell it, it won't have any effect. Therefore, you should set suspense to stimulate the customer's curiosity and guide him to explore actively. Before telling a story, set a suspense to attract customers into your story. In the future, in more advanced courses, I will talk about suspense thinking ...

Situational:

The secret of a good story is situational, that is, by restoring the details of the scene, I will make a detailed description from the perspectives of vision, hearing, taste, touch, smell and perception.

conflict: another important factor in the story is the conflict between the characters, and sometimes it may be the conflict of a character's own heart, beliefs and wishes.

? The story should go through: pain-finding a way-failure-almost disheartened-turning around-doubt-careful verification-getting an effective way-grateful sharing;

Only when stories are in conflict can there be emotional tension, which can affect customers' emotions. The more ups and downs the story, the stronger the emotional tension, and the stronger the impact on the target customers.

psychological activities: when telling a story, you must use a lot of words to describe the psychological activities of the protagonist in every situation, such as pain, frustration, despair, turning around, excitement and success. ? The closer this psychological activity is to the target customer, the more it can arouse his emotions and touch his heart, and the more it can make him take action immediately.

fourth, the story template

? By reading a lot of stories in marketing copywriting, my teacher summed up her five-year practical experience in writing sales copywriting, and summed up a set of very effective story templates. Everyone can write stories that touch customers' hearts by practicing their homework, and now I will share them with you free of charge:

Seven-step story template:

1. Question: I had some problems because of a bad state before;

2. Rescue: I am full of doubts about the world, but I am still eager to find new ways to change my present destiny;

3. Frustration: In order to solve the problem, I began to look for ways, but the result was not smooth, and I encountered various setbacks and blows;

4. Turn for the better: by chance, a thing or a person suddenly subverts his brain's thinking, and his fate turns for the better;

5. Try: start learning new knowledge crazily, and try and verify new methods;

6. Success: the new method has been tested successfully, and life has entered a new chapter;

7. Mission: I want to share my successful methods with more people who have had the same experience as myself before and help more people succeed;

? In fact, the story routine witnessed by customers is the same as the routine of self-introduction, except that meeting an expert is changed to meeting a good product.

for example

? Why should I engage in the cause of sleep health?

Question: My husband and I opened a winery in Guangzhou in 2111, mainly engaged in imported red wine business, and opened online stores in Alibaba and Taobao. I was facing the computer all day and suffered from severe insomnia for several years.

? I can't sleep until one or two o'clock every night, and I will wake up at four o'clock the next morning, and then I can't sleep all day. I don't get enough sleep every day, so I'm sleepy and tired, listless all day, my skin is rough and I have dark circles for a long time. Because I can't concentrate, I often quote the wrong price, calculate the wrong number and get the wrong goods.

I believe in Chinese medicine for the treatment of insomnia. In recent years, as soon as I heard that there was a good Chinese medicine practitioner, I went to see a doctor immediately.

Frustrated by taking Chinese medicine for several years, I spent tens of thousands of dollars, but I didn't see any improvement. Because I took Chinese medicine for a long time, I was soaked with Chinese medicine for gastrointestinal diseases.

Turn for the better In early 2118, we once had a wine tasting party. All the people who ate and drank together were neighbors. A good sister told me that she operated a pillow that could improve sleep. I didn't believe it at that time, but considering that she was a good sister, I supported her and bought a seven-wood pillow.

I tried to use the pillow as she taught me. I was not used to it two days ago, and I couldn't sleep well. It was more difficult to sleep than before. I want to throw that broken pillow away. On the third night, before it was dark, my sister called me and told me to insist on using the pillow.

I'm reluctant to succeed, but I'm obedient before I use it. I fell asleep unconsciously, and when I woke up, it was already eight o'clock in the morning. I haven't enjoyed such a good sleep for several years. I woke up refreshed and my eyes were much brighter.

? Thinking that the four elderly people in my family didn't sleep well, I wholesaled 12 pieces and distributed them to my family and my wine agent. I didn't expect all of them to say good products.

? My mother has been suffering from cervical spondylosis for more than 21 years. The shaking of her head from side to side is Kaka's ringing, so I dare not shake my head in pain. Since the use of Qimu pillow, the symptoms of cervical pain have been relieved a lot.

? One of my wine agents also said that the seven wooden pillows improved her cervical spondylosis for more than ten years, and also improved her husband's sleep disorder for many years. Their in-laws rushed to use the pillows and simply bought another one.

? My mother and agent introduced several friends to me to buy seven wooden pillows. They said, this pillow works really well. Why don't you act as an agent?

I think about the mission.