They Won’t Buy If They Don’t Understand Your Story

By Carl Woolston • October 9th, 2009 • Email This Post • Print This Post

Human beings by the masses only value what is popular and mainstream. If they don’t understand your story, they won’t buy. This is essence of marketing and sales.

Value is truly in the eyes of the beholder.

What is your most valuable possession? Would others value that possession as much as you do? How much would you pay to get that possession back if you lost it? Would other pay the same?

I have books which have supported profound changes in my understanding, both in business and spiritual life. They have given me perspective, where I had little previously. They have enhanced my decision making ability at times when I had critical paths to choose from.

Do others value that book or concept the same way that I do?

That is what marketing and sales is all about. It’s about story and how well you relay that message.

If you don’t relay or frame the value well, and position the story in the proper context that appeals to your target audience, will you have success?

joshuabell20-225x300 They Wont Buy If They Dont Understand Your Story Case in point: The Washington Post recently did an intriguing article on Joshua Bell, is one of the world’s greatest violinists. His instrument of choice is a multimillion-dollar Stradivarius.

If he played it for spare change, incognito, outside a bustling Metro stop in Washington, would anyone notice?

The short answer is no. Two days before Joshua Bell sold out a theater in Boston where the seats averaged $100. On this day, when his story wasn’t properly framed, the results were dismal.

Guess how much he made for three hours of work - only $35! Over a thousand people passed him, his $3.5 million violin, and the beauty of one of the most difficult musical pieces ever written.

Why? There wasn’t a stage, a promotion, and a target audience.

For new business with great ideas and great products, here is my advice: No one will recognize the value of what you have unless the message tells that story in the best possible way. Then it needs to be marketed to the right people in the right way.

How is your message? Does it need to be updated? Is there a new a different way you need to tell your story?

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Carl Woolston is a business and marketing consultant with KGaps Consulting, a co-creator of the proprietary marketing methodology “Hub Mentality,”, and a co-founder of The Center for Social Leadership.