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Stories are an excellent way to connect with people, to make complex ideas easier to understand, and to make your message memorable. But telling stories is more than just a folksy way to relate to others. It is a powerful and persuasive vehicle that top sales leaders use to get their message across with maximum impact and minimum resistance. This is exactly what an Internet Marketer needs to do.

Reason and Emotion
Most IM know their product inside out and can rattle off an impressive string of facts about it. Big mistake really! Facts are about data, logic and reason. When confronted with facts, people tend to make critical evaluations. They look for flaws in your argument. Stories, on the other hand, are about facts plus emotions.

In his book Within Reason, neurologist Donald Calne concludes that The essential difference between emotion and reason is that emotion leads to actions while reason leads to conclusions. In other words, if you wanna your prospect to evaluate your product, give him plenty of facts. But if you want her to buy, tell her a compelling story.

Silent Objection
IM are taught to welcome objections as opportunities to learn more about their prospect's needs. They are trained to recognize various types of objections and overcome them, moving the prospect ever closer to the sale. But few IM are able to overcome it.

The silent objection is what most prospects think but will tell you that I do not know you, and I do not trust you, so why should I buy it from you? If the IM cannot get past the silent objection, he will never even have the chance to overcome the other objections that he is prepared for.

The best way to overcome the silent objection is with a story. Every IM needs a story that tells who he is, what his values are and why he is selling this product, service or solution. He needs a story to connect with his prospect and to make himself appear trustworthy and likeable.

This is the most important story an IM will tell. And he will tell it over and over again. Thus, it is important to craft a credible story to introduce yourself, and learn how to tell it well.

Other uses
In addition to using stories to introduce himself and overcome silent objection, an outstanding IM will use stories for many other purposes, such as

Building rapport. Stories add a human element to a conversation and help people connect. Entertaining prospects and sustaining their interest thourghout the sales presentation. Would you rather go through a list of bullet points or listen to an interesting story? Introducing his company and promoting the brand. While some companies are widely known, most could benefit from a brief introduction by way of a story. Communicating key company and personal values. Aesop knew that lectures and moralizing breed resentment, so he used simple stories to make his points. Creating a compelling picture of how his solution can change his prospect's life. The old marketing axiom comes to mind, "Sell the sizzle, not the steak." By learning to use stories instead of data, facts and self-serving statements, an IM can introduce himself, connect with his target and deliver a powerful message.