Sell with a Story

PART II

HOW TO CRAFT SALES STORIES

NOW THAT YOU know what stories you need, let’s turn our attention to finding and crafting the most compelling stories possible.

In order to do that, first we need to know what makes a great story a great story. We’ll discuss that in Chapter 11. Armed with that, in Chapter 12, I’ll describe a simple process to brainstorm and select the best stories to tell.

Then in Chapters 13 to 17, I’ll cut through the dizzying array of story structures, from the overly simple to the unusably complex. I’ll outline a seven-stage story structure that’s more helpful than “beginning, middle, end” but easier to use than a 17-step Hollywood structure.

In Chapter 18, you’ll learn how emotion is actually necessary for your buyer ...