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February 14, 2011 / jasonpinto

Three Feet from Gold and a Great Story

Yesterday, I heard the story of R.U. Darby for the first time.

In case you are not familiar with it, the bottom line is this: after a period of time, he gave up on digging for gold in his mine. However,  someone bought the mine from him and ended up finding gold there. If Darby’s digging had been adjusted by three feet, he would have experienced the same success.

There are obvious lessons for all of us to learn from a tale such as this one.

But rather than dive into them right now, think about this for a second: do you  have a compelling story about your business that you can share with customers and prospects?

Sure, we may be prolific at creating fact sheets that talk about our products and services. We may be able to rattle off a bulleted list of our features and benefits. But does that actually move the needle? Will those things stir the emotions of a prospect to make a commitment to our company, or will they increase the loyalty of a customer?

Those types of things may be essential items to have in our sales & marketing toolbox. But oftentimes, a story is the necessary element to provide motivation.

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