by Eleanor Beaton
When it comes to attracting clients, boosting sales and establishing your credibility, storytelling is the most important tool in your marketing arsenal.
Because our brains are hard-wired for story.
Studies have shown we remember information we learn through stories best. What’s more, our inner “cave-woman brain” – the part of the brain responsible for making decisions – responds best to stories.
Telling powerful stories about who you are and what you offer builds the know + like + trust + remember factor with your prospective clients.
Stories help you sell your products and services because they position your expertise, enhance your credibility and provide powerful insight into your offerings.
Most of the entrepreneurs I work with understand that they need to “tell their story” in order to attract clients, build a tribe and make more money.
But they’re not sure how to go about it. If you’re in this boat, rest easy.
Here are the 6 strategic stories every entrepreneur needs to tell in order to boost sales, credibility and authenticity. You can weave these stories into your blogs, website copy, social media updates and infographics to create powerful, memorable results.
1. Your Why Story
When it comes to the business of persuasion and influence, it’s helpful to remember this simple but powerful equation:
Motivation = Inspiration
If you want to attract your ideal clients and inspire them to take action, it’s critical that you share the reason you got into this business in the first place.
Mary Kay Cosmetics is a great example of this. In her biography, Mary Kay describes how she got into business in order to create financial independence for herself and ultimately other women. This story created a powerful connection with her target market, which ultimately translated into a loyal (and beautifully made-up) following.
2. Your Credibility Story
This is quite possibly the most misunderstood of all the entrepreneur stories. Your credibility story is not your resume or the initials after your name.
Your credibility story describes the system you use to help your clients achieve those results.
I might be a talented communicator. But if I don’t have a system that YOU can implement in order to communicate better, I’m not actually helping you do anything.
3. Your Vulnerability Story
The two most powerful two words in the English language are: Me too.
Marketing is all about speaking to our clients’ pain points. By sharing a story that demonstrates first-hand experience around the pain point you’re trying to solve for your client, you can establish a powerful, authentic bond.
4. Your Origin Story
Did you ever hear about the underdog? You know, the little up and comer we all root for?
When you tell the story of how you got started, you position yourself as the underdog, the little engine that could.
Humans love that stuff. We can’t help ourselves, it’s in our nature. So give us more, why don’t you?
5. Your Results Story
This is where credibility and trust-worthiness truly begin to take hold in your marketing. Offering up stories that spell out the specific results you have helped your clients or customers achieve, equals instant and unwavering social proof.
Don’t get wishy washy here. Challenge yourself to report on client results in as much specific detail as possible.
6. Your Transformation Story
Two days ago, I bought a ticket for a flight to San Diego. I didn’t buy the plane. I bought the destination.
Too many entrepreneurs spend inordinate amounts of time describing in exquisite detail HOW they are going to deliver their solution. That’s called selling the plane.
What you want to focus on is selling the destination. What transformation occurs for your client because of the results you offer?
Let’s say you are a weight loss coach. The result of working with you might be that your client loses 20 pounds. But the transformation is that she feels sexier, more confident, and as a result, has taken her relationship with her partner to a whole new level of intimacy.
Now that’s a juicy and inspiring story well worth sharing.
Give us some more, why don’t you?
Eleanor Beaton helps women entrepreneurs attract clients, boost sales and establish their expertise through unforgettable communication and storytelling. You can sign up for her free workbook, What It Takes: A Guide To Achieving Success On Your Own Terms at www.eleanorbeaton.com
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