Tell Stories That Make a Sale

The following is excerpted from a newsletter Guy Kawasaki, the Apple and Canva evangelist, sent out about a week ago. I love his advice. I’d recommend you follow it when appropriate.Facts tell, but stories sell. If you want to change someone’s mind, skip the data dump and share a story that resonates emotionally. When I was evangelizing the Macintosh, I didn’t just talk about specs—I told stories about how the Mac empowered creatives to design, write, and innovate in ways they never could before.Stories bypass skepticism. They’re not something people argue with, they’re something people feel. Whether you’re pitching a product or convincing your boss to greenlight your idea, craft a narrative that makes your audience see themselves in the story.By the way, I wrote a revised and updated edition of my book Wise Guy—it’s new name: Wiser Guy. Don’t miss a new collection of honest, humorous, and heartfelt stories! You can preorder it here: https://amzn.to/3GmUbdL.Appeal to Emotion, Not Just LogicPeople make decisions emotionally and justify them logically. If you’re trying to win an argument, tap into what your audience cares about most. When I pitched the Mac, I didn’t just say, “It’s user-friendly.” I said, “It’s the computer for the rest of us.” That phrase hit people in the gut—it made them feel included, empowered, and part of a revolution.Think about what your audience values. Is it security? Freedom? Belonging? Frame your argument in a way that aligns with their emotional priorities.Handle Skeptics Like a ProSkeptics are inevitable, but they’re not your enemy—they’re your opportunity. The key is to listen, not argue. When someone doubted the Mac, I didn’t try to bulldoze them with counterpoints. Instead, I asked questions to understand their concerns and then reframed my argument to address those doubts.For example, if someone said, “The Mac is too expensive,” I’d respond, “It’s an investment in your creativity and productivity. What’s the cost of not having the best tools?” By reframing the conversation, I turned objections into opportunities.Make It About Them, Not YouHere’s the secret sauce: people don’t care about your argument—they care about how it affects them. When you’re evangelizing an idea, focus on the benefits to your audience, not the features of your product or point of view.For instance, when I pitched Canva, I didn’t say, “It’s a graphic design tool.” I said, “It’s the easiest way to make your ideas look amazing.” See the difference? One is about the tool, the other is about the user. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit bookmarketing.substack.com/subscribe

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