Sequences/Storytelling/Anchoring Value Early via Emotion
I have been working on some new sequences that are a bit different than what I’ve worked on in the past.
Whenever I’ve incorporated storytelling into my sequences in the past, the stories have been true stories based around my proof points and unique value proposition to set myself up to have my value anchored as we begin the sales/negotiation process.
Recently some people I generally receive good advice from have been telling me about how they’ve been using storytelling a little differently in their sequences. The idea is that it’s difficult to know for sure which business issue the customer has, so it may be more effective to hold their attention by defining the problem well in a way that is more tied to positive and negative emotions from status quo outcomes.
This has led me to experimenting a bit in how I use storytelling in my sequences to anchor value in the relationship early. I’m currently writing a fictional sequence that tells the story of how the business unitI am prospecting is negatively affected by the problem in a series of short emails. I am hoping that this delivers the message clearly while also making it clear that this is an issue many in their position see, so not them blaming the prospect for the negative outcome.
I am wondering how others use storytelling in their sequences to anchor value early. Some items that would be nice to hear from others:
A) how long are the sequences you’re creating?
B) what length are you shooting for these sequence emails to be if anything other than 1 smart phone screen?
C) what kind of value are you trying to anchor in if metrics don’t make sense to present yet?
D) what tips and tricks have you found most effective so far?