So what do you do?

Every Sunday morning between 10:00 and 11:15 I listen religiously to a radio soap called "The Archers" which has been running since the 1940's. It's purports to be a story about the everyday lives of English country folk. Story-wise, very little happens, the script is as believable the Queen's Christmas message and the series represents English country life about as accurately as the life of Mahatma Ghandi.

My wife cringes when "The Archers" comes on and I'm required to put the headphones on to listen to it. Nevertheless, I am embarrassed to say I remain an addict of 25 years. I justify this perverted habit by reminding her that there are at least 4 million Archer junkies like me.

We all love stories, even dull ones, because stories give us a sense that someone is looking after the lives of the characters. Uncertainty is the great human fear. We usually believe we are a story and hope that a scriptwriter is looking after our life. Its no surprise that all the great religious texts are story books.

Here's an idea.

When you are after new business and a punter asks you, "What can you do for me?" or "What do you do for a living?", don't give a detailed a description of what you do. Tell them a story of what you've done for others (e.g. customers). It'll make them feel that you'll look after their life as successfully as you've looked after others.