#3 How stories sell without focusing on the M

Good Day Brewers - Pang here!

I hope you guys have been enjoying my personal stories so far.

Frameworks are boring when it comes to storytelling, agree?

That’s why I’ve been so focused on bringing to you the best stories.

I’m confident you’ll love this one.

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Estimated reading time: 788 words - 4 mins 9 secs

If you think the only way to do sales is to focus on M.

You’re wrong.

Have you seen some of the top fund-raisers in the world?

They share stories about the people they’re raising the money for.

The struggle of going through chemotherapy. Or going blood transfusion. Whatever that is.

And they raised millions. But they never spend more than 10 seconds talking about money.

These sessions usually end with a QR code.

So what do you do? You scan, key in your credit card number and you donate.

Before you know it, -$10 in your bank account.

Everything happened subconsciously on a deeper level.

But after the money left your account, did you regret it?

I didn’t.

Heartbreaking Moments..

Two months ago, I attended a Christmas Mass.

I wasn’t a Catholic, but my girlfriend was, so I accompanied her.

There were beautiful Christmas lights and decorations, and it felt warm and homely.

Just before the mass began, a video was played.

It was an interview.

In the opening scene, a woman was interviewed on her journey of raising her baby.

Baby Shamel.

Spinal Muscular Atrophy (SMA).

A debilitating condition that will result in loss of mobility and muscle control.

How RARE is that? 1 in 6,000! Let me help you visualize that.

Imagine you have a randomly shuffled deck of poker playing cards in your hand and you’re trying to draw the Ace of Spades. Getting SMA is like drawing that Ace of Spades 115 times. Sounds insane?

But you wouldn’t care if I don’t mention how bad SMA is.

SO HOW BAD IS IT?

SMA causes muscle weakness, affecting Shamel’s motor skills, such as breathing, eating, sitting, crawling, standing, and walking.

Shamel’s dad recounted:

“When he sees other children running around, he’s just laughing, he’s so joyful. And it’s more heartbreaking as a father who sees that. We sees that he wants to run. He wants to walk. But he is unable to do it.”

Shamel’s mum added:

“We cannot leave him independent for a minute or two. We never know what would happen especially after the tube insertion if he pulls it out in his sleep. He may not wake up the next day.”

For all the mums and dads out there, I’m sure you can connect with their emotions as parents.

The love and joy of having a child.

Yet when this child isn’t perfect, you’ll still love him/her.

And you’re willing to climb mountains and overcome all odds.

Because where there is love.

There is hope.

Can you imagine if a story wasn’t told?

All they shared was this:

Shamel struggled with SMA. He needed to go through therapy. The cost was US$2.125 million. Please be kind and donate.

Would you have opened up your wallet?

NO.

But why?

Because you cannot imagine their struggles.

So my point is this.

If you don’t show, how will they know?

That’s why you should tell a story.

Stories build trust.

Stories build vulnerability.

Stories tap into the deepest and most emotional parts of us.

And that’s why they connect people.

When you achieve all three of the above, you open up people’s hearts.

And in the process, you open up their wallets.

I made a small donation by the way. (:

Here’s the full story of Baby Shamel (Watch till the end please).

Support this campaign here.

If you’re in a tight spot, you could always share these links with friends and family members.

Spread the love, my friends.

A small good deed goes a long way.

I enjoyed writing this one.

And I wrote it with LOVE while enjoying my cup of COFFEE.

See you next week!

Your Barista,Pang

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Struggling with telling stories? Reach out to me here.