Keith and Tom "Big Al" Schreiter here.
"People make decisions based on what they remember ... not on what they forget."
To take this one step further, we could rephrase our rapport step by saying, "It is not what we say, but what our prospects hear that is important."
The easiest way to make our message memorable is with stories. We can remember stories from age 5, but we can't remember dates for a history exam 15 minutes later.
So what kind of stories will we use to communicate our business? Short stories. If we ask 100 people to choose between the long story or the short story, they will all reply, "I want the short story."
Creating a collection of short stories makes us more professional. How many stories have we accumulated already? Not many when we join. But over time, we will learn new and better stories for our business.
Want to make our stories more powerful? Make our stories all about our prospects. Everyone is mesmerized if the story is all about them.
Want to be popular? Use stories. Prospects love great storytellers.
Keith and Tom "Big Al" Schreiter