Last week, we mentioned how the content of your story is a powerful marketing tool and how one of the most important stories you can tell is your path to success.
Let’s examine the components of your story, what we might call your plot:
- Identifying who you were when you started out.
- Explaining your unique take on the world, why you wanted to change who you were in #1, your industry, your community etc. Describe your motivation.
- The challenges you had to overcome to accomplish #2 and how you did that.
- What you learned along the way.
- Where you are today and the people you take care of.
Here’s what’s important about the above. It is a story that positions you as an advice giver, a caretaker, a change maker. It is not a story for selling things. That’s not what your audience wants to hear. They connect with you not because of products that they buy from you but because of who you are and how good you make them feel.
A good story has a good plot. But a great story has a great theme, a message that all who hear it will identify with and embrace. Your plot might be about you, but for all who hear it, it’s about them. It’s about the things they value that resonate with them. Every component of your story needs a big “me too.”
Finally, every story needs certain things and can benefit from others.
- Anything less than real isn’t authentic in the advice-giving business.
- Show who you are, who the members of your team are, the first office you worked out of, the one you have now, the fundraiser you host each year, the kids’ sports team you support, and so on. If possible, leave devices out of your pictures. No phones or computers, just lots of happy faces.
- Videos are visuals with muscle. They bring your story to life.
- Benefits that are expressed in terms of human value, not terms of business. You might prepare investment plans, but you provide peace of mind.
- Brevity, clarity and sharpness. Write it out and then reduce by half. This blog is already 400 words. Are you getting tired? Keep sentences short and tight.
Now that you have a story to tell, ensure that everyone on your team tells it too.
NOTE: Our blogs are on a new schedule — Monday, Wednesday and Friday. We hope you’ll continue to enjoy them.