In a data-driven world, facts and figures are the order of the day in sales calls, employee meetings, board rooms, and political assemblies. Traditionally, when a person is trying to convince someone else to do something they use the logic of benefits and features -long the sacred domain of anyone in sales.
And they are missing the boat.
What truly moves us as human beings, what prompts us into action, is emotion. Imagination is the conduit of emotion and well- crafted storytelling carries the imagination.
Consider this story: You place your hand on top of your head, only to feel the sun radiate from your scalp. Sweat trickles down your back and the once ironed shirt clings to your sides. The pavement roasts your feet even through your thick-soled shoes. You've been walking for a 45 minutes, trying to find the office where you are scheduled to make a sales call. Suddenly, a swoosh of cold air swirls at your side as a young couple comes charging out of an ice cream parlor, licking swirls of raspberry and vanilla perched in a sugar cone.
I'll bet you're ready for some ice cream!
What engaged you was the reliving of a common experience. I didn't need to itemize the benefits of cooling off or list the features of ice cream and this particular store. You were drawn in by your imagination. Facts tell. Emotion sells. You imagined how you would win over the odds of heat by taking a break for ice cream. We follow leaders who capture us by stories that draw us in and give us purpose for being part of the company. We buy products when we see or read of the human experience with that product. (Remember the Maytag Man?) And we accept the call to action if we hear a compelling story about triumph over odds. Think about the solicitation letters you get from non-profits. They are often stories of individuals who suffered greatly until the non-profit's "product" allowed them to regain a semblance of their life.
About Eileen:
Author of several popular books including Work for a Living & Still Be Free to Live, The Resilient Spirit, and Talk Ain't Cheap... It's Priceless - Connecting in a Disconnected World, Eileen McDargh has helped organizations and individuals transform the life of their business and the business of their life through conversations that matter and connections that count. She draws upon practical business know-how, life's experiences and years of consulting to major national and international organizations.
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