There’s no denying that ‘storytelling’ is the buzz word of the moment and there are no signs of it slowing down. But WTF does it mean and how can you use it to your advantage to enhance your business?
BACK TO WHERE IT ALL BEGAN
Once upon a time, in a land far, far away, you had a dream to start a business.
You may have heard the old cliché that your why should make you cry, and while I’m not in 100% agreement, in this particular instance your WHY is what’s going to appeal to and resonate with, your ideal customer.
WHY? Because it’s YOU and people LOVE to hear about other people. Being nosey and inquisitive is in our nature as human beings. So rather than running away from it, embrace it!
BUT MY BACKGROUND IS BORING!
Well, honey, I’m telling you now, it WON’T be boing for some people, you just think it’s boring because you’ve already been there and done that, so to you it seems old hat, outdated and not exciting in the slightest.
But if you don’t try you'll never know.
DON’T overthink it
DON’T get in your head and get in your own way
DON’T keep putting it off in the hope that it’ll go away
DON’T talk your way out of it.
If I told you that sharing your story could increase your sales by £1,000,000 you’d do it, wouldn’t you, because there’s too much to lose.
Who says no to that much money?
How do you know that your story won’t inspire hundreds, thousands, if not millions of other people? How do you know that it won’t lead to additional sales? How do you know that it won’t make a massive impact on your business and how you develop it in the future?
How does the saying go, the difference between try and triumph is a little UMPH!
WHAT ARE YOU WAITING FOR?
As you’re reading this now you’re sat in one of two camps, either the ‘ooh I’m excited but a little bit scared’ camp, or the ‘I don’t care what you say, I don’t have a story’ camp. I’m right, aren’t I?
For those of you in Camp #1, let’s put a little more meat on the bones.
Answer the following questions:
1. Who is your ideal customer?
2. What brands do they love?
3. Where do they love to shop?
4. What do they love to do in their spare time?
5. What do they read; newspapers/magazines/blogs?
6. What social media channels do they use?
7. What are they passionate about?
Once you’ve answered the questions above you’ll be able to be more specific in all aspects of your business, not JUST in sharing your story.
If you’re struggling to answer the above then take some time out and sit with it.
We’re all so busy working IN our business that we don’t always work ON our business, so the answers to the above may not be at the forefront of your mind. But that’s ok, just give it extra time.
If you’re thinking ‘yeah, yeah, yeah, why does all this matter’ then read my recent blog post on why talking to everyone means that you’re speaking to no-one.
UNLEASH THAT EXCITEMENT!
Now that you’ve established who your ideal customer is, what they read, where they hang out and the language they resonate with you can start to build your backstory so that what you share will be of interest to them.
From there you can then start to look at WHERE to share your story. Eek!
This is where the fun begins and the magic happens. This is the stepping stone from knowing your story to taking the first steps to sharing it.
** HOT TIP** use social media to do your research into what journalists are writing about, or who’s writing about topics that relate to your story. Google your story to see which publications feature those particular stories. This becomes your media outreach list! Good job!
If you’re getting stuck on this part I’ll give you an example….
You’re a 40yr old new Mum who struggled to lose weight after having the baby, but after inventing a new 30min dance fitness class that could be enjoyed in the dark where it doesn’t matter what you look like or if you go wrong, you lost 5 stone and are now inspiring thousands of other women across the country to do the same.
YOUR IDEAL CUSTOMER
- New Mum’s struggling to lose the baby weight
- Women with busy lives who don’t prioritise their health or even have the time to
- Women over 40
- Women looking to become part of a fitness movement to feel like they're part of a supportive community.
YOUR MEDIA LIST:
The Daily Mail
The Daily Express
Feel Good You
Local news outlets; newspapers, TV, radio
K.I.S.S – KEEP IT SIMPLE, SWEETHEART
See, it’s not all that big and scary, is it? Once you’ve put the work in all that’s left to do is contact the publications and pitch your story, giving an overview of why it’s suitable to their readers.
Then BOOM! That’s how you share your story with your ideal customer.
So, now that you’ve been given the tools, the insight and the pep talk into HOW and WHY you should share your story, I now want you to share what you’ve created with ME.