| "In the cold hours of a winter morning, Dr. Thomas | | | | it. |
| Barbee Ducker, chief brain surgeon at the University | | | | People will only buy from you when they fully |
| of Maryland Hospital, rises before dawn. His wife | | | | understand the value of your offer. Engage their five |
| serves him waffles but no coffee. Coffee makes his | | | | senses so they really understand. |
| hands shake." | | | | Here's another powerful communication tip: FACTS |
| Are you engaged? I'll bet you are. You've just been | | | | DON'T SELL. EMOTIONS COMPEL. |
| thrust into the middle of somebody's life with no | | | | Jon Franklin's story is true. Here are the facts. A |
| preamble or a list of facts. You've been hooked by | | | | doctor performed brain surgery on a woman in a |
| the irresistible magic of your senses. | | | | Baltimore hospital. He failed. She died of an aneurism. |
| Five minutes ago Dr. Ducker wasn't even on your | | | | Engaging? No. Memorable? No. Moving? No way. |
| radar. Now, you're curious about him. You want to | | | | Facts are colorless and one dimensional. They have |
| know more. You care about a total stranger. That's | | | | no life. They rob stories of their humanity. Your |
| the power of sensory storytelling. | | | | clients and prospects are human beings. Your |
| You're a business person, right? Then, you're a | | | | language must address, respect, and touch their |
| storyteller. If you're not, then become one now. You'll | | | | humanity. |
| have more fun, attract more clients, and make more | | | | Here's a sure-fire formula that you can use |
| money. | | | | immediately to enrich your communication and your |
| My opening paragraph is an excerpt from Jon | | | | business. I call it the B T E Formula. The letters stand |
| Franklin's book, "Writing for Story." Franklin doesn't | | | | for Build The Experience. They also represent the |
| write fiction. He's a two-time Pulitzer Prize winning | | | | three simple steps to building your story: |
| journalist. He specializes in telling true stories with | | | | - Benefits - Just list them. |
| dramatic impact. | | | | - Tell - Write brief sentences that just tell the facts |
| Your business will grow - it may even explode into | | | | about your products or services. I call factual |
| profit - when you start telling true stories with | | | | language "head language." |
| dramatic impact. | | | | - Engage - Use language of the senses to transform |
| "What stories?" you ask. Stories about your products | | | | your sentences into vivid stories that engage people |
| and services. Stories that relate to and touch the | | | | in an experience. |
| lives of your customers and clients. You may think | | | | How can you use this in your business? Here are two |
| you are selling products and services. | | | | examples. |
| You're really selling dreams. Stories create and | | | | Tom sells nutritional products that help people lose |
| awaken dreams. | | | | weight and increase vitality. The BENEFITS of Tom's |
| There's another reason you need stories to succeed | | | | products are rapid, safe, weight loss, greater energy, |
| in business. You live in the digital age. Attention spans | | | | and less stress. |
| are short. You've got to grab people fast and jolt | | | | Tom's "TELL" might look like this. These totally |
| them out of their trance. Then you've got to hold | | | | organic products will shed unwanted pounds, promote |
| them, touch them, and move them to buy. | | | | deep restful sleep, and give you energy all day long. |
| Big business gets it. Major corporations are turning to | | | | That's a good sentence to start with. Now let's |
| Hollywood to learn how to communicate to clients | | | | transform it with language of the senses. |
| and potential prospects. | | | | Tom can ENGAGE his prospect with these words. |
| Here's a quote from the Harvard Business Review: | | | | You'll go to your daughter's wedding next month in |
| "Forget about PowerPoint and statistics. To involve | | | | that sleek black dress that only fits on a hanger now. |
| people at the deepest level, you need stories. | | | | Imagine people's jaws dropping and all the |
| Hollywood's top writing consultant reveals the secrets | | | | compliments you'll hear. |
| of telling them." | | | | Tom might ENGAGE another prospect with this |
| The consultant is Robert McKee, a famous | | | | language about energy. It's three o'clock. You're desk |
| screenwriting coach, who wrote a book simply called | | | | is totally clear. You're work is done. You are bright |
| "Story." | | | | and alert. Others in you're office are stifling yawns |
| Master the art of engaging people's emotions with | | | | while they drag themselves to the coffee machine. |
| your words to create exponential growth in your | | | | You smile as you think about cheering your son on at |
| business. | | | | his soccer game tonight. |
| Sensory language awakens and touches people's | | | | Tom creates an experience for his prospects by |
| feelings. There's magic and money-making power in | | | | using sensory language that relates to them |
| your five senses. | | | | specifically. |
| Reread the opening paragraph in this article. Notice | | | | Mary is a presentation skills coach. The BENEFITS of |
| how Franklin arouses your senses. He makes you feel | | | | her service are increased confidence, effective public |
| the cold hours of winter at dawn. You can taste and | | | | speaking, and higher self-esteem. |
| smell waffles and coffee. You can imagine the | | | | Mary's "TELL" might look like this. I will help you to |
| doctor's hands shaking. | | | | communicate your message clearly and powerfully. |
| Later, he takes you into the operating room where | | | | You will be relaxed and compelling in front of any |
| Dr. Ducker performs brain surgery. You are inside a | | | | audience. Not bad. |
| human brain where you see "tangled veins." You | | | | Mary can ENGAGE her prospective client with this |
| watch as "the tweezers attempt to push around | | | | language. People will hang on your every word. They |
| them." Finally, you hear the "Pop, pop, pop..." of | | | | will smile, laugh, and fall silent at your command. They |
| bursting veins. | | | | will jump to their feet with spontaneous applause at |
| This multi-sensory experience puts you at the center | | | | the end of your presentation. They will run to the |
| of a human drama that will move you and remain | | | | back of the room to buy what you are offering. |
| seared in your memory. Your business communication | | | | What language do you use right now to |
| must also move people. You want to move them to | | | | communicate your business message? Examine it. |
| actions that will benefit them and put money in your | | | | Play with it. Put flesh on it. Give it color, dimension, |
| pocket. Here's a tip to help you accomplish that: | | | | and new life with language of the senses. |
| - Tell people something, and they will forget it. | | | | It's fun. It's easy. It's profitable. Start using your |
| - Show them something, and they may remember it. | | | | senses. |
| - Engage them in something, and they will understand | | | | |