Think about all the emails and sales pages you’ve seen just in this last week, touting a new class, product, or service. Very often marketers will highlight the features and benefits of their latest creation but then fall short because they didn’t include a story.
The art of storytelling in business can be crucial to your success. It can mean the difference between having a sales funnel full of leads or barely staying alive because you’re connecting with the wrong people. People will spend their money with you only after then know, like, and trust you. What better way to build that relationship than with your storytelling skills.
Connect with the Right People
Of course, your storytelling skills are wasted unless you identify your ideal clients and where to find them. Think too broadly and you’ll attract freebie seekers or others who will request a price reduction. Or you’ll find those who can afford your price point but who don’t want to do the work. Narrow your sights on your ideal client and create a storyboard with their demographics. Where do they live? Are they married? Do they have a family? How old are they? What are their pain points? How can you help them?
By stating these specifics, you will paint a clear picture of who you want to help, who you want to attract into your funnel, and where you can find them to start interacting. Focus on building relationships instead of selling products. Not everyone you meet will be ready to buy or maybe they are just on the fringes of your ideal market and not the right fit. Keep growing your network and you will find your tribe who will hang on your every word and will trust your judgment enough to make purchases.
Make Your Connections Personal with Stories
Your audience wants to connect with YOU, not with your product. What more personal way to make a connection than with a story, or two. Your customers or clients want to know your history, why did you start your business, and how can you help them. How are you different from all the other coaches out there? What is your inspiration? What personal struggles have you overcome?
Yes, at some point they will want to know about the features of your product and how it can help them but start off by allowing your audience to know you. Show your human side by telling your stories on video. They don’t have to be as polished or as lengthy as a TED talk but you’ll be surprised how many people prefer video over reading outrageously long sales pages.
Show your human side; don’t edit out all your flubs. What better way to portray yourself as human than to show some bloopers. Showcase your expertise but show your tribe that you’re accessible by answering questions and asking them directly what kind of help they need.
When you decide to connect on a human level instead of always pushing a sale, people will naturally be attracted to you and will want to learn more about you and your business. Be patient; relationship building takes time but the sales will follow.
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Just remember…approach these new connections with the idea of building a relationship and of showing a legitimate interest in their business or their life. You’re planting the seed, if you will, of what you do and who you help, so at some point down the road, the seed will sprout and these people will turn to YOU when they are ready for your help.