Using YOUR Story to Sell Your Product

There is an old saying in advertising, "statistics tell -- stories sell!" To see this in action, just surf around to successful sites selling an opportunity. Watch how often they tell you about a waitress or poorly-paid factory worker who used the business opportunity to earn a big income.

People remember a story. Stories are also easier to relate to, especially if the person in the story sounds like yourself.

For example, see Jim Daniels story of how he built his Internet biz and quit his 9 to 5 job (http://bizweb2000.com/.)

If you are just starting out, the best story you can use is your own biography. A biography not only tells a little about your experiences and expertise; it also makes you more human in the eyes of your customers. Heres a couple of ways that you can use your life story:

1) Send a biography instead of a resume. Press kits and sales packages should include background information on you and your company. Many people, especially professionals, include a resume. A one page bio works much better. You can include a one page bio on yourself and anther bio on your organization.

Start with a catchy first few sentences that give you the right slant. "John Jones has been interested in selling ever since he opened a lemonade stand at the age of 10. His mother called him in well after dark to find he had sold over 2,000 cups. Johns determination to succeed continues today as he builds innovative web sites for dozens of companies."

In the next few paragraphs you can go back and fill in more details. Tell what John studied in college, how he joined together with two classmates to form his first company, and how they slept on the couch their first year while plowing profits into development.

The bio takes the info that might be in your resume and puts it in a more entertaining and readable form.

2) Put your biography on your web site. Your web site should include your bio. Start out by telling how you got into the business youre in. Be sure to tell WHY you do what you do and what values, pleasures, and challenges make you continue in the business. This is a quick way to get your story across to people and shows that you can help them AND want to help them.

Remember, however, that most of the copy shouldnt be about you. Tell people how you help customers. Talk about the successes your customers have had. Quote your philosophy on how everyone needs the BENEFITS your product or service gives customers. This is the kind of story your customers and prospects can get into.

Be sure to include your contact info. The Net is crawling with reporters and editors who are looking for stories to use in everything from one-person e-zines to major news weeklies with readers in the millions. Your story might be just what they need to finish off an article.

As a final note, keep updating your biography based upon the successes you have earned and lessons you have learned. For instance, do you have a customer who can tell an especially impressive story about the success they had after doing business with you? Include it in your marketing. Ask customers what kind of success they had with your product or service. If you sense there may be a good story there, ask them questions that urge them to tell more.

Sometimes a great success story will fall right into your lap. A while back, Leslie at PicturePlates.com wrote to say the press release I wrote for her was printed almost word-for-word by major photography magazines, New York Newsweek, and a slew of trade publications. Even better, Oprah held up Leslies product on national television! You can bet the bank that I feature THAT story on my website!

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