What Were They Thinking When They Bought This?
I can’t stop thinking about Paul Hartunian — the guy who bought scrap wood from the Brooklyn Bridge during its 1983 renovation and sold it in one-inch square slices (with a certificate of authenticity) for $14.95, plus shipping and handling.
I close my eyes and imagine a person who bought a piece of the bridge from Hartunian.
What were they thinking? Why did they buy?
Marketing experts talk about “buying drivers” — the desires that inspire purchases.
Solve a problem.
Fulfill a dream.
Earn more.
Achieve love and affection.
And so forth.
A piece of the Brooklyn Bridge offers NONE of that.
So why did so many buy?
I imagine the New Yorker who grew up near the bridge. Maybe he crossed that bridge each day. Maybe he strolled the old walkway and stepped on that very piece of wood.
Nostalgia drove that purchase.
I picture another buyer, hosting a party, pulling that piece of the bridge and certificate from the shelf where it’s displayed, showing it to friends.
They “ooh” and “ahh.” “That’s so cool,” they say.
She basks in the glow of their envy. She has something they don’t have. She feels interesting.
Status and prestige drove that purchase.
Now… imagine your prospects and clients.
Why do they buy?
What emotional drivers inspire them?
When you focus on those questions, you discover more about your prospects and clients.
And the more you discover about your prospects and clients, the more you will sell.
Story Power Principle #1: Keep the focus on prospect’s emotional journeys.
When you do this, you will design products and services that click. You will connect with your target audience. You will sell more.
I’m about to launch a new, complimentary training to show you how to do it.
Grab a seatĀ here.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get theĀ Story Power Profit PackĀ -- 52 Strategies, Tips, and Tactics Ā to Transform Your Content from Ignored to Adored.
2) Watch theĀ free, 7-minute Micro-Training: āThe 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.ā
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And moreā¦ If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. Iāll contact you with more details.
4) Work with me one-on-one: If youāre interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to āSpeaking Engagement.ā Iāll circle back to discuss the possibilities.
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