So You Think You Have a Sales Problem

StorytellingRaising Capital
Written By Stacy Havener

Your firm doesn’t have a “sales” problem. Your firm doesn’t have a “marketing” problem. It has a story problem.

You are aiming at the head, but connection doesn't happen there. Connection happens in the heart. Yes, even if you are in the investment world. You are human and so are your prospects and clients.

How to write a story that creates connection

  1. Start with a problem your prospect has.

  2. Relate it to a shared human experience.

  3. Tie it to what you do, why you do it.

  4. Make it uniquely yours.

Connection happens in the heart

shared human experiences

Having trouble with step 2? Here are 5 categories of human experiences to get your creative juices flowing:

  • Life stages: childhood, adolescence, single life, married life, adulthood, old age, becoming a parent, losing a parent

  • Key milestones: first day of school, new job / losing a job, starting / selling a business, buying a house, retiring

  • Emotions (and their complexities): love, anger, happiness, confusion, finding purpose, behavioral biases, money issues

  • Cultural/historical events: natural disasters, sports, politics, market crashes, irrational exuberance

  • Mundane, everyday activities: eating, parenting, pets, working in an office, remote work, commuting, hobbies / 5 to 9 life

95% of buying decisions are subconscious. Stories hit emotions and create connection.

Stacy Havener

Blue-collar girl from the Berkshires who combined a lot of grit with a little glitter to become a successful female entrepreneur in the investment world. Founder of Havener Capital, raising capital ($8B and counting), stomping glass ceilings, and shaking things up. 

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