"Story" is a huge buzzword in marketing right now.
We're given advice like:
"Tell your story. People like stories."
"Put yourself into your marketing."
"Let people know who you really are."
"Show the real person behind the business."
Those are all good points to be aware of.
What can happen is that you ask yourself: "Will people really get to know me?" because after all the point of a personal story is to reveal yourself to your reader or listener. But that question may not serve your marketing.
Instead, ask yourself do people relate to your story? Is your story relevant to your business and your audience? Will they resonate with it?
If you can answer "yes" to those questions, you're well on the way to presenting your story in a way that engages your prospects and supports your business.
Many years ago, the Wall Street Journal sent out a letter aimed at getting new subscribers. In that letter, they tell the story of two students who graduated at the same time, and met again for their 25th reunion. One was President of a large company while the other one had got stuck in a lower level position. The difference was the knowledge the successful one gained from reading the WSJ.
The story was highly relevant to the readership of the WSJ and their interests. It was so successful in generating subscriptions that the WSJ ran it for almost 30 years.
That was a story that worked.
How are you using your story to connect with your potential clients? Contact me for help in defining what parts of your story will get the attention of your audience.
Copyright 2018 Maggie Dennison