Learn from a salesman.

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One of the things that makes watching the Olympics on TV so compelling is the human interest piece they do on athletes before each event. Usually it revolves around a home town and a hardship conveyed by friends, family or teachers. These back-stories not only set context, but allow viewer a little emotional skin in the game.

In advertising, this is not really possible. It used to be in the early days of long copy print ads, not anymore; not in this fast twitch media world with smart phone ads the size of a pinky finger.

The ability to set the stage for selling using exposition is something great sales people do. They story tell with examples tied to the course of the conversation. And they story tell, not off the boiler plate talking points of the company, but using heart and soul of experiences (or proofs) that carry emotional “reasons to prefer” a brand. As I mentioned in my last post, that’s usually not material-based but experience-based.

This is the heart of storytelling today. And it was learned from belly-to-belly salespeople, as are most great selling schemes and techniques.

Web sites could borrow a page. Peace.