Now since this article is about story-telling, I think that it is only befitting that I begin with a story to tell. In 2009, Rob Walker and Joshua Green bought 100 items on eBay for an average of $1.25 each.

Then, they hired 10 creative writers to write 100 different stories with regards to each item before reselling them on eBay. The results? The net profit from this experiment is $8,000 – that’s 6,400% profit! To his credit, Rob Walker went on to donate the profit to various charities.

This seemingly random horse figurine was bought for $0.50 – sold for $38.50.
That’s a 7,700% profit!

Now, what is it that makes a seemingly insignificant object, suddenly becomes so valuable just because a story has been added onto it? I have a few theories of my own on what it is so, and we shall explore that.

  1. It’s Personal

We all have heard of the saying, “People don’t like to be sold, but they like to buy!”

Now the next question is, “How will they buy?” Of course, they can only buy when they see the value in something that they are purchasing, and this is when the power of story-telling kicks in.

You see, putting a great story behind a seemingly ordinary product connects the client with what they are purchasing. The client now has a vested emotional investment towards these products.

They no longer see the doll as any ordinary doll, but it can be a doll haunted by a spirit like in the case of “Haunted Seductrist Sadistic Ruthless Porcelain Doll.” Yes, that seemingly ordinary doll went on for sale for $100.  

Buy a random doll for $1.00 – then slap on a nice ghost story onto it and “viola!”
It is suddenly worth $100! Picture for illustration purpose only!

Giving a story to your products gives them a sense of exclusivity too because no two stories are the same. Yes, to you it is just an ordinary product, but to the buyer, the significance is different due to the story it is connected with.

  • Attention Grabbing

Having a story to tell is also a very good way to grab the attention of your audience. There is something in us that loves a good story, and it gets to us each time.

We all love a good story. Perhaps – not unlike our inner children craving for bedtime stories – we have never really grown up

Take for example our children, they certainly enjoyed a great bed-time story before going to bed. Think about it for a moment – writing was only invented about 3,000 years ago. Humanity has been here for at least 5 million years.

During those times before writing was invented, the only way human can transmit their knowledge is through drawings in the cave – which is just basically a primitive way of telling a story. Therefore, it is deeply embedded in our psyche after all these millions of years that we love a good story.

  • Dropping Your Defence

A story also makes you more humane. It gives another perspective to the audience that you understands what they feel – that you too have been in their position feeling their anger, their frustration, their sadness, disappointment, and that you have found a way out.

A good story makes our client feel like they are doing business with a person, rather than a business entity. It puts a human face on our company.

All these give the audience a feeling that they are not just another business transaction, but that you are there to genuinely trying to help them – which you are. A different approach in convincing your client – through storytelling – is a good way of connecting with them.

So there you have it – on why a good story goes a long way. Do you have a story to tell us? How about dropping us a message here:-

Facebook Page:

By the way, we have FREE 3 hours preview class about property entrepreneurship. If you are keen to hear our story instead, sign up here:-

Leave a Reply