Selling by Storytelling

"Most of our so-called reasoning consists in finding arguments for going on believing as we already do."

James Harvey Robinson, The Mind in the Making

When you connect with stories, thoughts, opinions and beliefs that already exist in the minds of your customers, you essentially allow them to "fill in the blanks." They start telling themselves a story that they've internally recited a thousand times.

This is one of the more masterful ways to market, advertise or describe goods. Think about it when writing your marketing materials. Connect with themes and images that people already hold in high esteem, and you'll find prospects zeroing in on what you have to offer.

Of course you have to know your market and customers intimately to find out what these stories are. We talk about this in-depth in Chapter 1 of The 7 Essential Steps to Successful eBay Marketing. The tips and strategies apply to regular businesses, not just eBay.

Most businesses don't do this, so there's plenty of opportunity to get your business to stand out in the crowd.

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