Imagine this scenario…

You’re at a cocktail party or networking event.

You don’t want to be there, but your boss expects you to make an appearance.

So you dutifully put on your nametag. Then it’s over to the bar to get just the right amount of social lubricant…

Someone taps you on your shoulder.

A man with a strong handshake.

He introduces himself.

Was it Robert… or Richard?

Oh well…

He launches into a story while you sip your drink. You try to smile and nod your head at the appropriate times. But your attention fades, and your eyes begin to wander.

Then you’re starting at the bottom of your drink. Robert/Richard is still droning on. You don’t have the slightest clue what he’s talking about…

You don’t want to be Robert/Richard.

Not in your personal life, and definitely not in marketing your business. There are too many of them running around already.

They’re full of stories, but none of them interest you.

How do you keep from becoming Robert/Richard and boring your visitors to tears?

By asking one simple question…

“So what?”

Before you open your mouth in a call with a prospect—before you open your figurative mouth in a blog post or landing page—ask this question.

“My product uses special packaging…”

So what?

“My materials are imported from the Amazon…”

So what?

If you can’t come up with a compelling answer from your prospects’ perspective, diving into that topic isn’t worth your time.

That’s how you tell engaging, persuasive stories.

That’s how you cut out the “boring parts.”

Everything else is just bad cocktail conversation.