Stories and Anchors Sell Your Services
Ken Courtright: Hey everyone, thanks for tuning in. This is Ken Courtright, with Today’s Growth Growing Business Today. I wanted to do something kind of hard hitting today. I wanted to do something. I was looking at my bookshelf and I remembered that my favorite book of all time, from a business standpoint, is Psychology of Selling.
It’s a very subtle book, that hits as hard as you can possibly hit business. And it’s subtle, I mean, it is about the psychology of selling, I think it should be called, The Psychology of Buying. Because the book is dedicated to, why do people buy things? Brian says the definition of sales is a transference of feelings.
Meaning, it’s got nothing to do with trial closes, and value building statements and all the cliches of how to sell. It’s just simply a transference of feelings. It’s a transference of conviction. It’s a transference of trust. It’s just truly an incredible book. If you have not read it, I recommend you read it.
So this episode is titled, Stories and Anchors Sell. I’m gonna repeat that. Stories and Anchors Sell. And even though the actual material I’m gonna talk about is not from Psychology of Selling, itself. This is definitely psychology of selling, psychology buying type of episode, no question. So, some of you hearing this know a little bit about our 23 year background in business.
And some of you know that we’ve had two different five year spans, including the one we’re in right now. Where we have doubled the previous years gross revenues, five years in a row. We did it from 92 to 97, excuse me, 93 to 98, and then we did it again the last five years.
We’re now a two time Inc 5000 honorary. So pretty exciting stuff, but I think a lot of that comes from the time I’ve spent with our sales team, our marketing team, and just teaching and educating the fundamentals of the psychology of selling. So I want to cover what I think are topics that you don’t simply hear about much.
I don’t know if people don’t want to talk about them, they don’t believe them, but I’m gonna tell you what’s catapulting our growth. And you guys judge for yourself, and maybe try these and if it works rock and roll. So, here’s what I want everybody to do. If you’re driving in a car, just pretend, if you’re sitting at a desk, I want you to draw a circle with ten little dots around it.
That circle represents the fact that you just walked into a wedding reception. You’re by yourself, you don’t have a spouse. And nine other people showed up, some single, some married, but everybody came without their spouse. So five male, five female, just a mixed crowd, different ages, different areas.
Everybody, I want you to pretend, everybody sits down at the exact same time, and they’re all complete strangers. So my question to everybody listening to this, what is the very first thing that ‘s gonna happen when everybody sits down at the same time? Correct. Everybody’s gonna make chit-chat, small talk and quite frankly it goes to the self image of the people at the table.
So the lowest self-image typically goes first or last. But it basically goes like this, hey how you doing? Yeah good, good. Yeah, where are you from? Really yeah, you got any kids? What do you do? Bottom line is this, psychologists say that this is a seven to ten step, stair-stepping mechanism or method.
And watch this, the higher it goes, and the faster it goes, the faker it is. I don’t know if faker is a word, but the less real it is meaning. If you truly. If everybody truly sat down all at the exact same time, psychologists say, that what’s actually going on in people’s mind when they sit at the table with stranger’s is, their actually having a little bit of a sigh relief because they go, aw, good I don’t know so and so.
I don’t have to make idle chit-chat. I’m still processing my morning or my afternoon. Maybe your daughter, this was the case once in my case when I went to a wedding. I just sat down and what I was processing was my daughter had just backed her brand new Honda CR-V into our garbage cans on the street, because she wasn’t looking.
So I was processing my day. I’ve shared this little case study with a lot of people throughout the years and I’ve had people say, my gosh. I remember sitting down at a wedding and I had just lost the biggest deal in our company’s history. And all the strangers at the table wanted to make idle chit-chat, I wanted to vomit in my soup.
So the point is this, and this is critical when it comes to selling your product or your service in the marketplace. If everybody sat down at the same time, they need some time to process. They need some time to get acclimated to the setting, the people around them, in essence, they just need to decompress.
So we’re gonna take this a step further. This is the psychology of selling, and why stories and anchors sell, and data information in nuggets don’t, okay? So here’s how it goes. Hey, how you doing? I’m good, super. Yeah, where do you live? I live in Chicago. I live in New York.
Yeah, I flew in for the wedding. A friend of the bride or groom. I’m with the groom. Super, super, super. So, here’s the bottom line, almost inevitably, what’s gonna come up in that exchange is, what do you do? Almost inevitably. And here’s what I’m here to tell you.
And again, I’ve practiced this for ten to 12 years. When you say what you do, if it goes something like, yeah, I sell insurance or I do this or I do that. I knit and sell my stuff online. Something like that. I’m here to tell you that the odds are close to 99.9%, that within 48 hours, the odds of someone remembering what you do is close to zero, right?
It’s close to zero. This has been proven since time immemorial. And there’s a lot of different reasons I’m gonna get to in a minute. But here’s what I’m here to tell you. God decided to give us this incredible word called because. And the word because, which is in almost every language, is what is known as a fire word.
And the word because, and there’s only a couple fire words in the English language. The word because signifies that whatever comes after the word because, in a statement or a sentence, is five to ten times more valuable, and five to ten times more urgent than whatever came before it.
So here’s an example. Let’s just pretend we’re all sitting at that wedding reception, we’re in front of a bunch of strangers. And some lady comes running into the wedding reception hall, she’s out of breath, she’s all disheveled, and she kind of semi-yells, hey everybody, we’ve got to get out of here.
Even though we’re all strangers, we’re all gonna kind of look at each other kinda like, what is she talking about? But if we replay this scenario all over again, she comes in out of breath, and she’s all dishevelled, and she goes, hey, everybody We gotta get out of here because the kitchen’s on fire.
I promise you, there will be nobody looking at anybody. All unanimously are gonna push their chair back and semi-jog, semi-sprint out of the building. Some people might wanna run to the kitchen, see if they can help. But the reality is the sentences are very different. Hey, we got to get out of here.
Okay, that’s cute. Hey, we got to get out of here because the kitchen’s on fire, right? So the word because signifies to the person’s subconscious hey,, this is a fire word, this is a trigger word. Something’s coming after it that you probably want to pay extreme attention to.
So my question to everybody listening to this, if the the word because is truly that critical in getting people’s attention, would it maybe make sense to include it in the reactional sentence when somebody says hey what do you do? Right, hey what do you do? Well I sell insurance, I sell life insurance.
Well let’s play a couple things out, but before I do that, what I want to do is I want to root this in a story that many of you maybe slightly know of, but once I tell it to you, I think it’ll really come to the forefront, it’ll stay in the forefront of your mind.
As of right now, this is 2016, the fastest growing shoe company in history is Tom’s shoes. And what’s interesting is when you open up Tom Shoes website, you can’t even find any shoes on the homepage above the fold. Meaning, when you open the site, usually there’s a huge graphic, sometimes a movie playing, but what you don’t see is shoes.
There’s no question about that. At least most of the time. Sometimes they change their site. But the reality is what you most often see as a picture like a metaphor. But in the case of what I was looking at, there was a mountain and then the founder, his name is not Tom, but the founder was sitting on a mountainside.
And he was basically giving the quick story that If you buy a pair of shoes from us, yes, it’s $2 to $4 more expensive than the average shoe store, but we add that money in because, watch this, here’s the word, because If you buy a pair of shoes from us we’re gonna put a brand new pair of shoes on a kid somewhere in the world who’s never worn shoes before.
So let me say it again. Tom’s shoes, the fastest growing shoe company in history, has no shoes on it’s homepage. Yep, it sells more shoes than anybody else, statistically in growth, right. Bain Capital just put in 735 million to get 35%. But here’s the key. They lead with the because.
Their because made them the fastest growing shoe company. Not the shoes, not the marketing, not their fancy website. Now listen close, as absolutely huge as the because is in Tom Shoe’s story, if you can take the because and add a story into the because, which is what Tom’s shoes did.
It becomes an atomic bomb. So I want to kind of refrain this a little bit. The because in and of itself is crucial. You have to break down. Listen to this episode again and kinda come to the grips that you have to have a because in today’s environment, selling in 2016.
Because price, promotion, positioning, placement, the 1960s through say mid nineties concepts of marketing tell more, sell more positioning sales with alternative choice closes and all this. That’s all fine, that’s good, but nothing has been proven to sell more than a because and a hard hitting truly emotional story.
So I wanna lay some framework around why stories are so impactful. So let’s go back to the table of 10 people at a wedding, so let’s go back. Picture this again, you just sat down, everybody sat down. All complete strangers, you all sat down exactly the same time.
And someone says hey what do you do? You could say, I sell life insurance, here’s my card. I can almost guarantee you in a 72 hour period time that nobody is going to remember and equate your face with life insurance. They might not even remember your name. It’s simple psychology, it’s how the brain is wired.
Let me explain. The way our brains work is, when information comes in, it does not leave, right. I think most of you know we could be put under hypnosis. They can get memories from our brains going back to about three and a half years old. For almost anybody, almost anybody no matter what your age is if you’re put under hypnosis real, real experts can eradicate memories from three, five, seven, ten years old In incredible detail.
So the point is, just like the old computer GIGO, garbage in garbage out, the reality is when we process information as humans It goes in and it goes in, it ain’t going anywhere, it just stays. Now watch this, I want you to picture when information comes in, watching tv, having a conversation, looking at pictures, whatever.
When information comes in I want you to picture that you’re kind of like taking that info and that day’s information, that day’s data, pictures, videos, whatever, is a row of say weeds and wheat planted and it goes to your left and to your right. And that day you plant a row of information.
But the very next day, psychologists say that the row you planted yesterday, the info you absorbed, is now one row away from you. And you’re now planting a new row right in front of you. So a week from now, you could picture seven rows. These rows are going to your left and to your right, they start in the middle and they go to your left and to your right.
And good information is like wheat. Bad information, negative information is like weeds, right? So here’s the key. Both good information and bad information as it hits us, I want you to picture it as about 16 inches tall. And all the rows are identical. And each row plants a new day.
Sorry, each day plants a new row, and so seven days from now you’ve got seven rows. 30 days from now you can see 30 rows deep. And each row’s about 18 inches wide. And if you go a year, you can kinda look in your brain and see way out on the horizon.
The row you planted 365 days ago, still there. Here is what is absolutely amazing, absolutely proven. There’s been I don’t know how many books written on this topic in the last 15 years that stories sell. Now watch this. When you take in information, when you take in data, I want you to picture it’s about 16 inches tall.
It’s weeds and wheat. It’s good info, it’s wheat, it’s negative info, it’s weeds in your brain. However, when you absorb an emotional story, a true story that has a start and ending date, it has almost like a plot with drama. Could be a ten second story. Hey, did you hear about our neighbor?
She drove her car into a ditch. She wrapped her car around a pole, physically pushed the engine into the dashboard. The dashboard buckled her knees. She broke both femurs. She’s in the hospital still today, blah, blah, blah. But she’s gonna make it. If someone tells you the story with that type of detail of how the engine went into the dashboard, the dashboard pushed into her legs, etc.
You could hear this story in ten seconds. But a story is not planted in your field as weeds or wheat. I want you to understand that that story is planted like a three to five foot tall stalk of corn. And the corn is a certain type of corn where the roots are really, really deep.
And even if there’s a drought for ten years, the roots are so deep that even with no rain that stalk of corn never falters, fades, or falls over. It can withstand a tornado, right? So here’s the key. Even as the rows go farther away, your brain can see that stalk of corn and grab that story at a moment’s notice.
Here, watch this. 5,000 years ago, before print, before books, before the printing press, how did they get information from one generation to the next generation? They told stories. They certainly didn’t sit their kids down, dump data on them, right? There was no pens, there was no paper, there was no tablets, there was no chisels.
They had nothing. Papyrus wasn’t around. 5,000 years ago the only way they knew and had proven that they could get good info that had to last from one generation to the next was turn it into a story. Almost a fable, where it was emotional, had a beginning and an end.
And that’s it. That’s how it was done for years. So now I want you to imagine you’re sitting at the table and somebody says to you, hey, what do you do? I sell life insurance, here’s my card. Again, forgettable, kind of like, gag me. Well, what if now you turn the tables a little bit and you say, you know what?
I actually sell life insurance. And you lower your voice a little bit and say, and I do this because when I was eight we actually had our house catch on fire. I almost lost my mom and dad but the neighbor’s house completely burnt down and actually the father was killed and that family never got back on their feet.
They had no life insurance, and I vowed growing up that if that ever happened to my family, I’d never let that happen. And I wanted to get into a business that would never allow that to happen again. And actually, if you don’t mind me sharing, in my life insurance career I’ve handed over 200 checks of $1 million or more to surviving family members so they could get their life back on track.
I absolutely love what I do. So here’s a question. You could just say, I sell life insurance. Or if you truly know your personal because, now this takes a little bit of reflection. But I have coached people since, I think 2002, that when you’re thinking about a business card, a brochure, a website creation, you lead with the because, because that’s what people remember.
But it’s hard to do because a lot of people, they’re not honest with themselves. And the first step of all success is stop lying to yourself. So the first thing you have to do if you’re gonna dig out your because of why you do what you do, is you’ve gotta get hyper-honest.
So my question to everybody on this podcast, and you may wanna even pause this, is why do you really do what you do? So if you’re an accountant, why do you do what you do? If you’re an entrepreneur, why do you do what you do? If you own a business with 100 employees, why do you honestly do what you do?
So you may wanna pause this and write some notes to yourself. Here’s what I think, and this is a little bit of Tony Robbins, this is a little bit of either Harvard, Yale study, but two different studies came at it from two different angles. And the reality is, almost 80 some percent of the time, you do what you do because you are either running towards a dream or you’re sprinting towards a nightmare.
And you think the vehicle you’re in is gonna get you to the dream or away from the nightmare the quickest. Now Tony Robbins or the Yale study took it in a slightly wider vein. And they said yep, we agree, you’re either running towards a dream or running from a nightmare.
But one of those two groups took it a little deeper and said, and there’s a great chance that you’re even doing it to protect the next generation or two coming behind you. Or you learn from the generation before you, and you want to drop an anchor and say this is never gonna happen again.
So the point of this? I’m a gambler. I’m gonna gamble and bet heavy that you do what you do because you’re truly chasing a mighty dream inside you, or you’re sprinting from some personal type of nightmare. That’s a guess. That’s a guess and when I’ve had one on ones with people, they’re usually honest and say, yeah.
If I really dig deep, that is what’s going on. So here’s what I’m here to tell you. If you wanna sell more, I dare you to move in and change, when someone says what do you do, I dare you to add your because. I think you’re gonna get remembered so much more.
And quite frankly, if you have the guts to lead with the because, I think you’re gonna sell so much more. So I’m gonna continue. Excuse me. I wanna put a framework or more foundation, give some more evidence of why you need to anchor your personal because. So let’s go back to that table of strangers, right.
You picture, you’ve got the white tablecloth, ten people, everybody sat down at the same time. And this is an exercise that, if you’re a solopreneur, and you go to your next wedding with strangers, you can apply this and try it. If you have a large company, you can try this exercise, and recommend all your management try this exercise, but this is awesome.
I was speaking at a conference, I had just got off stage, and now it was a lunch break. So, I went to the buffet line, I got my plate. I sat at a table and then nine other strangers could sit anywhere they want. They sat at the table and everybody quickly ate.
I was the first one there, so I finished first. And then, I said to everybody at the table while they were eating, I said, do you guys mind if we play a little game and I can elaborate on a little bit of what I talked about. And so, I said there’s ten of us here.
We’re gonna go around the table. We’re gonna start to my right, and we’re gonna ask everybody just quickly tell everybody what you do. So we went around the table and everybody said what they did. And I went last and then I said, now we’re gonna change this a little bit.
We’re gonna start with this gal to my right and I’d like you to Say one thing, tell the table one thing that your spouse doesn’t even know about you. And if you’re not married, tell us one thing your parents don’t even know about you. And so she went, wow that’s kinda deep.
But let’s just put it this way, one person said, well when I was nine years old I started stealing, and I stole a candy bar and I got caught, and it was fairly traumatic and this and that. Another person said, I had a dream to be an Olympic athlete, I’ve actually never told anybody this.
And then, one person, I believe it was a man said, when I was 13 on a regular basis I would take my father’s car, and drive it around in the middle of the night with no license, and I could barely see over the dashboard. I said, okay great, it got to me, I went.
And then here’s the thing to remember, okay? And please never forget this, and please try this exercise for yourself. Now we went around the table, starting with the girl to the right. And I said, okay, can you do me a quick favor? Look at everybody here and tell me what everybody does.
She couldn’t name one person of what they did for a living. We went to her right, nothing, the third person could remember one person. Then the fourth person nothing, we went around the table, two people. One person could remember what one person did, and another person could remember what two people did.
But now watch this. When we went around the table, and we only did three people, right? Cuz people start repeating things. We went to the lady to the right. I said now do me a favor, look at everybody in the face and tell me what their crazy story is that they never told a spouse or a parent.
And the lady could name seven stories. The man to her right named seven, three of which she didn’t know, four of them he remembered, and so on. And it averaged seven. So what is the point of this? The point of this is, when we went around the table the first time, what hit everybody was just data and information.
I sell insurance. I sell shoes, or I own a company that does X. Guys, that’s 16 inches of weeds, or possibly wheat. I meant wheat not weeds, but you get the idea. That was 16 inches of weeds or wheat, it’s so forgettable. When we went around the table the second time, and people told funny stories of crazy things they did, it was emotional.
They had a starting point and a stopping point. It’s my gosh, when I was eight years old, or when I was 26. They literally anchored us in a moment in time, they told an emotional story, a real true story with true emotion. Stories stick. Stories stick. So, if you can put your story into the because, it’s why people do what they do.
It’s so impactful, it’s truly, truly unforgettable. So, I’m gonna go on a couple more minutes here, and I’m gonna throw out two more examples of why you’ve got to get this because, and this story straight. All right, so how many of you on this call know the story of Gary Vaynerchuk?
Wrote a great book called, Crush It, became famous from a website called winelibrary.tv, which I think is now shut down. Just with Gary at Ryan Moran’s event, and shared the stage with him there. I’m actually going to Gary’s house in London this summer. He’s an incredible man. So here’s the key.
Some of you know the story of Gary Vaynerchuk. I’m gonna give it to you really fast. This is the very short, brief, condensed story. He’s Greek. His dad got a call that his grandfather died. Cuz dad had to leave to go to Greece to close out the family estate, called Gary.
I think Gary was in his mid 20s. He said Gary, you gotta run the liquor store. Gary was not too excited to run his dad’s $1.4 million a year liquor store. He had grown up in the liquor store, really wasn’t what Gary wanted to do. But it’s family, and you do what you gotta do.
Gary’s dad goes to Greece, sells off the estate, roughly comes back about a year later. And to Gary’s dad’s surprise, things had changed. So watch how this goes. Gary’s dad leaves. Gary’s standing behind the counter. He doesn’t wanna be there. People start walking in. Hey, what do you recommend?
What wine should I get? Gary like, I have no idea. So Gary starts studying a bottle of I think it was Merlot. So he grabs a bottle of Merlot, he’s like all right I got, if I gonna be here I gotta study this stuff. So he Googles the story behind that brand, and he studies it for hours.
And then the next day, when people come in, they say, hey, what do you recommend? And he goes you know what, check out that Merlot right there. That vineyard’s 240 years old. They’ve had eight gold medals in the last ten years, da, da, da, he would literally puke on them.
And here’s the magic. He sold out all that wine that day. And he’s like wow, that was powerful. So the next day what does he do? He grabs a white wine, studies that, does the very same thing the next day. Anybody that came in, if somebody came in and put a bottle of red on the counter, Gary would say, you know that red’s probably really good, but do you see that white chardonnay over there, and he would tell them all about the vineyard, all about the history of that winery, everything.
All the trauma that that vineyard went through to stay alive, what do you think people did? They put the red wine back, and go ran and grabbed that yellow wine. This was so impactful, that Gary realized after just a couple weeks man, he better start saving these stories because this is fantastic.
So, he starts winelibrary.tv, and he starts recording with a very inexpensive camera on a folding table with one bare light bulb, nothing professional about it. He starts recording once a day, the story of a bottle of wine. And what magically happened, I’m looking at my little numbers here, Gary’s dad’s place went from, I think, 1.4 million, a year later, it was doing $22 million, give or take a couple million.
It was obnoxious, double-digits. Gary’s dad came back and said, holy mackerel, what’s going on? And Gary said, Dad, it’s as simple as this, I tell people the story behind every label. And that set Gary on a course to teach the world the power of stories, the power of social media.
There’s another great little story I have about the power of stories. I was at 30,000 feet. I’m on the faculty of something called CEO Space. Forbes ranks that, I think, the number one conference in the world for business conferences. Our is number five, by the way, Forbes, Digital Footprint, sponsored by Income Store.
But I’m on faculty at CEO Space, that was a good plug for myself, wasn’t it? I snuck that in there. So I’m on faculty over there and shoot, I lost my train of thought. Well, if you guys don’t know, I have ADD, ADHD at the highest level. Without notes, I’m kinda traumatized.
Sometimes, I lose my place and stare at the ceiling. I have a high self-image so I’ll get myself back. But the point is I was talking about, yes, yes, yes, got it. So I was at 30,000 feet, and I’m reading no BS, Marketing to the Affluent, by Dan Kennedy.
No BS. No b dot s dot. Marketing to the Affluent, that’s the title. I’m about half way through the book, and I thought my heart stopped. Because it says, of the top ten reasons, the affluent make a buying decision. Of all top ten, the number one reason is the story behind the brand.
And then Kennedy says, as a guy is looking at three $30,000 watches, and as he’s trying to choose, he literally Googles the back story of the company. And the story that most resonates with him is the watch he buys. It’s not the watch, it’s not the mechanics, it’s not the look.
See, what’s happening is when the guy goes to play poker with his buddies, and his buddies go, man, nice watch, he goes, ha-ha, let me tell you about that watch. He tells the story of the watch, he did not buy a watch. He bought a story, okay? So I want to wrap this up so everybody can put this stuff into practice.
Where can this info be used? Where can the because in the story, number one, your stinking business card. Do you have a business card that is absolutely gag-me forgettable? Is it like white? Doe it just have your name and you’ve read the other books, you just need your name, and your phone, and your cell.
No, no, no. Guys, please. Everything matters. Your business card cannot be forgettable, right? Especially if you have employees, you’d better have bad to the bone cards that, excuse me, nobody can throw away, nobody can forget. Right? Especially today with things like SnapDAT, S-N-A-P-D-A-T, and Touch ‘n Go business cards, where you can physically touch them now to a smartphone and all the data snaps in with links to your website, links to your company stories.
You know, it might be time, that your business card tells a story. And if all you do, is throw out your social proof on your business card, my goodness, you better have on one side of your card, as seen in, local media, national media, if you don’t have any local or national media, dig into, my trust trumps everything podcast, so you can hear, how to quickly go get some local and national media.
But you’ve gotta have social proof on one side of your card. But you’ve gotta have links and data points leading to stories on the back of your card. Second place you’ve gotta have this because and story line info is on your website. Does your website say Home, About Us, Products, Frequently Asked Questions?
Literally guys, those make people gag. That’s called product price and positioning. That hasn’t worked in two to five years. Statistically, claiming you’re the best is now, what is this, how does this phrase? It’s now a negative. If you claim best, and it’s you personally, your company or your website saying, we’re number one, we’re the best that is no longer a differentiator.
Right? Now watch this, if the world says it’s so, if testimonials, endorsements, and the media says you’re the best, then you lead with it, that’s called social proof. But you certainly don’t say it, because you’re a sales person and people don’t believe sales people. That’s just the bottom line.
So if you want to see this in action today, open TOM shoes’ website, and then open Sony’s website, Sony.com, I just opened it this morning before this episode. There’s a movie. The whole homepage is a video of a guy on a mountain bike. There’s no products, there’s no nothing.
It’s story after story after story, and this is Sony. Right? Believe me, Sony still wants to move products, but they know you don’t move products by displaying products and price. You move products by telling stories. You guys catching this? Now, where is probably the most important and best place to put your because and your story.
Your narrative, right? Everywhere, everywhere you speak, and I mean everywhere, you speak, your employees speak, any time you open your mouth, if you have an opportunity to slip in a mention of your business, your product, your brand, whatever you do, please slip in your because and your story.
My wife, Carrie, back in the mid 90s, was a Chicago Bulls cheerleader. She beat out over 2,000 girls. My wife, as you guys know, some of you guys know, is an absolute stud. She’s an elected official, everything she has ever set her mind to she hits it and hits the highest level possible.
One of the things that was interesting in the mid 90s, they made Carrie sign a piece of paper that says when you leave that house, your hair and your makeup and your face is done. You are now a brand ambassador for the Chicago Bulls organization, you are not a cheerleader.
You are a brand ambassador, so if it is so important to the Chicago Bulls, a basketball team, that an associate extension of their brand, a cheerleader, has to have their brand displayed properly, right, telling the story professionally at all times, isn’t your company just as important as the Chicago Bulls?
Shouldn’t you hold your company to the same standard? Of course you should. Whenever you get a chance to talk, mention your company, any part of it, I want you to find a way to sneak in your because and hopefully you can sneak in a true emotional story into the because, so that it gets anchored super, super deep.
So, I am Ken Courtright. Signing off, we called this one stories and anchors sell. I want to truly thank everybody that’s listening, if you were in any way shape or form were moved by this episode, I ask you to go to Itunes and shoot us a review from a desktop or subscribe to the podcast, wherever you’re listening to.
And again, appreciate all the emails that come in. If there’s any subject like this one that you want me to cover or talk about, please email me, ken@incomestore.com, talk to you guys.
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