- “I’ve got three business interests,” Sally said. “For one, I hold leadership workshops with Fortune 500 companies. Some women in those workshops have started asking me if I’d work with them one-on-one for coaching.
- “And I’ve got a side hustle that’s related to personal growth and spirituality.”
- Sally’s got the potential for a strong story.
- Sally’s corporate workshops add credibility to her one-to-one coaching. In turn, her coaching experience establishes her deep understanding of the women who will attend her corporate workshop.
- Her clients will most likely tell the story, “I heard Sally speak at an event with my company. I knew my company had already vetted her credentials: they’re very fussy about who they bring in. Sally seemed to read my mind when she talked about challenges facing women like me. She impressed me so much, I just had to hire her!”
- But she faces three challenges:
- … building a website that will encompass both market segments without confusing either one;
- … developing a core story that communicates how these businesses relate to one another;
- … identifying one story archetype that will create a consistent foundation for her brand.
- Currently, she’s a Role Model archetype for her one-to-one clients and an Educator archetype for her corporate clients. Can she choose one or perhaps realize she’s an Innovator?
- And she’ll find unexpected synergies.
- Sally assumes the corporate women will be skeptical when she talks about her archetypes and spirituality. But the executive women might be responsive, especially after Sally gets to know them. I know a successful corporate lawyer who regularly consults with psychics; another corporate lawyer told me her male colleague keeps crystals on his desk.
- I’ve experienced something similar. My first website was MidlifeCareerStrategy.com; I don’t market the career site but still get clients.
- The potential for conflict seems to be a non-event. Most clients don’t care. Many career changers consider starting a new business. Many business owners think of their progress as a career trajectory.
- Today we’re more aware of people with diverse interests.
- Tim Ferriss writes about fitness, cooking, and of course working with ridiculous efficiency.
- Arlie Hochschild writes about emotional labor, family dynamics, and most recently, the impact of rural America on the 2016 elections.
- Chris Guillebeau’s blog is targeted simply to “remarkable people.”
- The reality is, most people evolve in their businesses.
- Their stories tend to be non-linear and heavily influenced by serendipitous events. They start side hustles to get new energy for their main businesses.
- One business owner used to refuse affiliate opportunities that involved mindset or personal growth. “My audience won’t buy,” she insisted, as she promoted business and marketing products and services.
- But one day I noticed she was promoting a workshop on attitude … and then produced a lead magnet on the entrepreneurial mindset. She had broadened her scope, instinctively following her audience’s growth.
- This is where storytelling plays a crucial role.
- Stories help us make sense of our world. We can use stories to help prospective clients make sense of our businesses — which in turn helps melt resistance. Stories turn confusion to clarity. I don’t have to remind you of the marketing aphorism, “A confused mind doesn’t buy.”
- So instead of fighting your diverse interests, think of gathering them into an authentic story …and prepare to be surprised when you realize your audience accepts and even cherishes your complexity.
- If you’d like my help to discover your story that sells, let’s meet with a Strategic Intensive. We will find the story that will become the foundation for your brand and simplify your marketing. Click here to get started.
- Questions? https://cathygoodwin.com/contact
Great post! I’d love to learn more!