Welcome to the Graham Cochran show where each week I help you create more money,

margin, and meaning in your life.

I'm your host, of course, Graham Cochran.

Let's get into it.

Why are people saying no to your offer?

Even if your offer is genuinely amazing.

It's not your price. It's not your funnel. It's probably not even your product or your offer itself.

The real reason is that they didn't connect with your story. Because people don't buy when you pitch. They buy when they feel something.

And if you're not telling your story or not telling it the right way in your webinar,

your emails and your content, you are losing the sale before you ever make the offer.

So in today's episode, I'm going to show you how to tell your story so that people are ready to buy before you ever even pitch. Now,

the funny thing about story is that for years, I used to think storytelling was irrelevant

to selling and certainly to teaching and content and everything

I did. I assumed wrongly that people wanted the information, both from the free side, if I was

teaching a tutorial, how to do something, and on the sales pitch, whether it was the sales page or a webinar, I assumed

they wanted all the information to see how valuable this offer was going to be to then make the

decision to buy something. I assumed wrongly that people buy logically. Now, I had heard that

people buy emotionally and then they justify their purchase after

the fact with logic, meaning they buy the F-150 truck because they just want a cool truck,

but afterwards they justify that it'll hold its value, that it's one of the longest lasting

trucks on the road, that the hybrid version you got or the electric version

gets great gas mileage, whatever. But that's not really the reason they bought. They bought it because

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