When I say “strategic storytelling” to a group, at least one person will say, “I don’t see how storytelling fits my business.”
That’s a reasonable comment if you buy into the most common advice offered for business storytelling: “Tell your story. Show how you struggled.”
The truth is, this type of story works only for some business owners. But I have to meet a service-based business owner whose couldn’t benefit from a good story.
So let’s dive into the story basics,
(1) Your first step is to identify your story archetype, using this free guide. http://mycopy.info/
(2) Second, start with the goal, not the story.
Let’s look at three financial planners — same type of business but different approaches to branding.
Julie fits the Educator Archetype. She’s identified three ways a family might start a college fund for their children, based on their values. So she tells a story to compare the way the Smith, Jones and Green families carve out savings, given they have the same income but very different values and lifestyles.
Stan fits the Role Model archetype. He relates to clients as a friendly mentor. He loves working with clients who have never invested in anything but a savings account at the bank.
Stan can talk about growing up on a farm, joining the military, and discovering that small amounts will grow into big investments. Maybe he started helping his fellow soldiers with their taxes. Or he can share stories of people he helped, who were surprised how they were able to build a solid portfolio without spending time to learn the system.
Gina fits the Inventor archetype. She’s developed a novel way to approach the whole topic of planning for people in a certain income bracket. She even wrote a book on it, sharing some unusual ideas, such as “Rent your home, don’t buy.”
Gina’s stories will feature people who adopted her innovative approach and succeeded. She won’t need to share stories about herself. She’s branding with a program that no one else can offer.
(3) Finally, tell only stories that make you feel good about promoting yourself.
When a well-meaning guide advises you to “bare your soul,” remember that advice may not make sense for you.
Just recently I was advising a client on a sales letter.
“Don’t I need to tell my story?” she asked.
Her story didn’t support any of the points she wanted to make. Basically, she decided to go into business, hired a coach, and drew on her corporate background. Nothing to tell!
“I just heard a webinar where they advised to go naked,” she said mischievously. “But I’m glad I don’t have to.”
She felt more comfortable keeping her virtual clothe on. So she shared a couple of strong success stories from her ideal clients.
As we talked, she realized she’s got a dozen more stories just waiting to be told in good time. And she wasn’t surprised when we recognized her as an Innovator archetype.
If you’d like to talk about your own brand and your needs for creating persuasive, high-converting content, let’s set up a consultation. Click here to learn more and reply to this message if you have questions.