why stories are NOT always the best way to make more sales

One of my fondest memories: Mom, Dad, Ellen, and I are strolling through the mall. Towards the end of the walkway across from Dillard’s, we see a handful of small kids zooming around on motorized animal “bikes.” Whooping and smiling and bumping into each other, they look like they’re having the time of their lives. As we walk away, Ellen glances longingly back at the bikes. When we stop by again, it’s a different group of kids. But the fun they’re having is the same. “You guys wanna ride?” Ellen asks. “No but you go for it!” Stepping up to the vendor, she asks him about getting a ride. And just a few minutes later, Ellen’s part of the group, smiling and laughing as she zooms around on a motorized tiger. The only difference? She was 26 at the time. About twenty years older than everyone else. Now there’s a lot I could have done with this story… >> I could have talked about how Ellen thought she might be too old to get a ride, but she asked anyway and was pleasantly surprised. Just like you could be when asking for the sale…when done the right way. >> Or, I might have tied it into a marketing lesson about defining moments that confirm who you are to your market and audience. (One of my favorite things about Ellen is that she is so unabashedly young at heart. This is just one of many moments that continue to confirm it.) >> I could also have pointed out how Ellen didn’t care that she looked a little out of place and was so much older than everyone else. She had a blast. And if you want to enjoy your business, you’ve gotta put on the blinders and do what feels good to you too…no matter what anyone else might be thinking. I could go on. But the point actually isn’t how many things I could do with this story. It’s that… There’s one thing I will NEVER do with this story. And that’s to put it in a welcome sequence. Because while I love sharing stories like this in my regular emails—and by all measures they’re well loved in LZ Land too, putting something like this in your welcome sequence is one of the fastest ways to lose out on sales. Why? Because once someone’s been a part of your email list for a while, the goal of every email you send is to build your relationship with them. Or in common marketing lingo, to build your “know, like, and trust” factor. And stories like this are great for doing that. But in your welcome sequence? Your new subscriber doesn’t care enough about you yet, to give you the time to tell a story like this. All they’re looking for is what they need to know to “know, like, and trust you…ENOUGH” to buy from you. And there’s only ONE type story in your arsenal that will do that. In fact, this is the ONLY story you’ll want to share in your welcome sequence. Because it’ll show just enough of your personality to build your “know” and “like” factors, but not so much that your new subscriber leaves because they find you too long-winded. Plus, it’ll also automatically build your “trust” factor in a way that’s natural and believable. And it’ll also help you demonstrate your offer’s effectiveness (and thus make more sales) in an authentic and irrefutable way. I tell you exactly what story this is and how to use it in Email #2 of Lesson 7 inside The Profitable Welcome Sequence. Plus, you’ll also get two of my personal best examples so you can see what actually works, and how to do it for yourself. So that you’re able to grab your email subscribers’ attention while building just ENOUGH trust, authority, and likeability at the same time. So that you make more sales. Faster. It’s all inside The Profitable Welcome Sequence, which you can get right here: [luisazhou.com/profitable-welcome](=) But FYI—enrollment closes in just one more day, tomorrow, at midnight Pacific Time. Luisa Zhou [Facebook]( [YouTube]( [Instagram]( [Unsubscribe]( Zhou Ventures, Inc. P.O. Box 2545 New York, New York 10163-2545 United States