Episode Details

In this episode, Barbara discusses: 

• Learning the difference between telling a good story versus a great story. 
• Michael’s Hauge story telling formula to help sell your brand and attract new clients. 
• How to elicit emotion in order to draw clients to your practice.
    

Key Takeaways: 

• People make emotional decisions then rationalize them with logic. 
• Stories are going to attract prospective patients and clients and engage the ones you do have. 
• Every story has a structure. Create a beginning, middle and end with a successful resolution involving your services. 
    

“If patients can see themselves as examples in your story, they’ll be more likely to connect with you emotionally.” —  Barbara Hales 

  Transcription

Barbara Hales:             This is Doc. Barbara Hales, your host of Marketing Tips for Doctors. Today, we are bringing you an episode talking about storytelling. Have you ever considered what makes a story great and what makes somebody a good storyteller? It’s something that we do naturally starting from the time we’re young, but, as you know, there is a difference between good storytelling and great storytelling.

A good way to determine that is when you go to a cocktail party and you’re telling a story. Are people connecting with you and hanging on your every word, or are they nodding absentmindedly and then saying, “Excuse me,” while they go to dip or to another group that’s gathering?

One of the best storytellers around is Michael Hauge, H-A-U-G-E. He is considered a Hollywood story expert who is consulted on projects for every major Hollywood studio, including films starring Will Smith, Julia Roberts, Morgan Freeman, and Reese Witherspoon among others. Is he someone that you have not heard of? I’m not surprised because he is really a down-to-earth guy and he keeps a low profile.

Well, Michael has a six-step success story formula that gives your potential clients and patients the emotional experience success and will move them to take action. What does that mean for you? Well, after hearing your story, they’ll agree to the procedure that you recommended or the medication and will be more compliant, or you will drive new people to become your patients instead of just prospective ones that go to someone else. Stories are going to attract prospective patients and clients and engage the ones you do have.

In terms of the benefits of stories, evolution has wired our brains for storytelling, ever since we swapped stories around the fire pit as cavemen. Telling a great story changes the way your prospects think and engage with your brand. People remember your stories 22 times more than the stats that you present. Putting your message into the story enables your listeners to remember them and want to further connect with you.

There are four types of stories. Practicing each one of them effectively creates viral spread and increases your visibility. They are attention, emotion, belief, a