• Step 2: Attract 

    Attracting Your Buyer With Inspiring Stories

    Everyone loves a good story. Rags to riches, the unlikely winner, a mystery solved...! Great companies tell emotion-invoking stories that connect with buyers on human levels. Even though the payoff is to the business, stories help buyers see themselves benefiting personally. In essence, they will see themselves as the benefactor of the joy(s) of finding and using your product. To tell great buyer persona stories, consider the format of a Story Arc. There's a problem; an incident accelerates the need for change; your buyer meets you and sees great potential but fears; they eventually trust that your solution will deliver and it does.

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