I recommend To Sell Is Human by Daniel Pink to anyone in the A/E/C industry because, as the book says, “we’re all in sales now.” Many A/E/C firms claim that “everyone in the firm sells,” but they rarely offer sales training. This book fills that knowledge gap, even for those that don’t think of themselves as salespeople. […]
By utilizing a proven story structure, and integrating emotion and vulnerability, you can create stories that win new business.
Stories that connect on an emotional level are persuasive. There are three specific stories all AEC Marketers should master. These are the About Me, About Our Firm, and Who We’ve Helped narratives. Telling these stories well will make you and your firm more memorable, build authentic relationships, and demonstrate your ability to solve problems that prospective client may be facing.
Logic and credibility are only 2/3 of the equation in the art of persuasion. The missing 1/3 is emotion. This post explains why Story is the perfect vehicle to deliver emotion.
I love this infographic designed by Fathom Business Events to communicate how and why storytelling is a great brand building strategy. If you like this graphic, you might enjoy viewing my TEDx AFC speech titled The Power of Story.