As an example Wayne Campbell was a new mortgage representative in BC. He asked me for an idea on how to build his referral business with real estate agents. I could have told him several different logical things to do but instead I told him a story. Wayne took the idea to heart and put it into effect that week. It worked so well that he started seeing success within a few weeks.
It's been over 9 years since I spoke to Wayne. I heard from him this week. He's still using the idea I gave him and it works.
Why did he remember and act on my suggestion? I painted a word picture for him in his mind and his heart. I told him a short story of what it's like to be a real estate agent at an open house when it's cold and damp. I suggested a solution to the loneliness and the cold that sinks into a real estate agent when they do an open house and no one shows up. Wayne formed a mental bond with that image and developed a plan that works.
Does your marketing material tell a story that people will remember you for?