We think of using stories to build relationships in blogs, newsletters, and articles. How do these stories help us relate to our clients?
The truth is, you don’t use storytelling as a tool just to help with clients. You can also tell stories to develop your business strategy. You don’t tell these stories to the clients. You don’t use them in your marketing materials, You tell these stories to yourself and your team, as inspiration and guidance for your business growth.
Story Type #1: Planning stories.
These are the stories you’ll learn to tell in the Plan With Stories Workbook. These stories help you imagine your business in the future. You connect emotionally with your plans, so you’re more likely to carry them out. You also get ideas as your imagination takes over.
Each of the 3 stories gives you a different perspective on your business plans. The Workbook includes questions to review the stories and make decisions about the future.
For more info, you can listen to the podcast episode on planning with stories.
Story Type #2: Clients’ backstories.
These stories represent the baggage the client brings to you when they arrive for a first meeting. It’s a 3-part story that conveys where they’re coming from and what you need to do to fix them. Once you understand the 3 parts, and how to do the research to find them, you’ll be able to join the conversation in the client’s mind.
If you want to learn more, I have a podcast episode and a self-paced video course.
Story Type #3: Motivation stories.
An HBR article reports the results of an experiment. They told university fundraisers a story about a student who’d benefited from a scholarship funded from donations. Fundraisers – the people who call alumni to ask for money – made more calls and increased their revenues. What was important? The stories had to come from the end users – the beneficiaries of the charity.
These stories helped employees find meaning and purpose in their work, which in turn led to greater productivity.
If you’d like to work with me on finding your story, check out the Strategic Intensive: a 2-week sprint to make your marketing more productive.