Storytelling – The Art of Getting Clients
Whether you want to reach your audience, or boost your sales, storytelling is the most powerful tool in your arsenal. As humans, we love a good story, and when it resonates with us, it can drive us to take action when nothing else can.
Which would you rather read, an interesting story, or a sales letter? Which are you more likely to remember a week from now, a compelling story, or a features and benefits comparison? And which are you more likely to buy, a story you can see yourself in, or a product that does x, y, and z?
If you think back on your most recent purchases, from the business coach you hired to the car you bought, chances are you’ll find a story that resonated with you, and that drove your decision to purchase.
Storytelling About You
People buy from those they know, like, and trust. And part of getting to know you is hearing your stories.Your potential clients want to know how you came to be in business, what experiences you’ve had that drove your decisions, what lessons you learned along the way.You can check my storytelling in my – “About Me”
Your stories don’t have to be directly related to business to be powerful, either. That time you totally failed is the perfect lead in to a blog post about how to move forward. Or the story about how you accidentally seated two warring families together at your wedding reception? It’s just what you need to drive home a point about relationship building.
Storytelling About Your Clients
Otherwise known as social proof, stories about your clients are incredibly useful in your marketing and branding strategy. Testimonials, white papers, case studies and the like are all just stories, after all, and they showcase how you and your products have changed a life or a business for the better.
Storytelling About Your Products
Yes, even your products have stories to tell. Why did you decide to create that new coaching program? What will it help your clients achieve? Who is it not suited to? These stories and more can show your potential clients more about your products and services than any sales page ever will. When you openly share your thought processes as you were creating your program, buyers will instantly know if it’s a product that will work for them or not. You can check my storytelling in my program – “Dream Business Launcher”
Storytelling Caution
Beware of the awkward insertion of a story just because you’ve heard it’s good for your marketing. If you find yourself midway through a blog post and you write something like, “but anyway, enough of that, let’s get on with business” and then making a total shift to a completely different subject, chances are the story isn’t working.
If you can tie your story in naturally to what follows, that’s your golden ticket to better branding, more sales, and a more profitable business. I love stories. Don’t be afraid to tell yours.
Book Recommendation
This book will guide you on how to craft stories from your experience.
You’ll discover how to use stories to:
Capture attention
Engage your audience
Change minds
Inspire action
Bring facts and data to life
Clarify challenging concepts
Pitch persuasively
Fundraise effectively
