Expert-Secrets full book

the emotional connection with that car—it’s pretty much impossible.
Logic doesn’t sell.
Emotions sell.
So to create those emotions, you have to go back and remember what it was
that gave YOU the epiphany that caused you to believe in the new opportunity.
That story—your Epiphany Bridge story—provides the emotional connection,
and bridges the gap from the emotional to the logical side.
If you can tell a story about how you got your big “aha”, and if you
structure the story right, they will have the same epiphany and will sell
themselves on your product or service. Then they’ll look for ways to logically
justify the purchase and learn all the technobabble on their own. Your job is to
learn how to tell these stories in a way that will lead people to the epiphany, and
they will do the rest.
So my first question for you is “What was your core Epiphany Bridge story
that convinced you of the One Thing you are sharing with others?” We’ll worry
about how to structure that story over the next two secrets, but for now, I want
you to think back to the original experience that gave you your first epiphany,
that brought you on this journey.
Do you remember what happened? What was happening around you? How
did you feel? It’s important to remember those details, because they are the key
to telling a good story.
EFFECTIVE STORYTELLING
Have you ever noticed that two people can tell the same story with completely
different outcomes? In one, you’re emotionally captivated and engaged. Then
someone else tells you a story about the exact same experience and you fall
asleep. What’s the difference? What makes some people better storytellers than
others?
There are lots of reasons, but you don’t have to know them all to tell a great
story that gets prospects to buy. It only takes a couple of things to really make a
captivating and interesting story.
The first key to telling captivating stories is oversimplification. When
you’re telling stories, you need to speak at about a third-grade level. Many of
you will struggle with this because you like to use big words and show off your
vocabulary and try to sound sophisticated and smart. There may be a time and a
place for that, but it’s not when you’re telling stories. People are used to
digesting information at about a third-grade level. When you go above that, you
start losing people quickly. There is a reason the news stations speak to their