Have you ever bought anything without first buying the story about it? Did you buy your Blackberry or iPhone by accident or did you first buy into the story about it? Were you influenced by a story in Walter Mossberg’s column in the Wall Street Journal or did a colleague tell you how much she likes his? Perhaps you read a series of on-line reviews by popular bloggers. Either way, you first bought into the story about it.The simple truth is that facts tell but stories sell. That’s why it’s critical you understand that no matter what your product or service is, it is represented in the minds of buyers by a story.
The right story told well and told often, plays a critical role in motivating a purchasing decision and reinforcing brand loyalty. And the best way to get your story told well and often is through what we call the Reteller Channel™.
When you tell your story directly it’s greeted with skepticism and is easily dismissed.Tell it indirectly through trusted “Retellers” the message sticks.
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