I admit … the most frustrating part of being a business owner for me is marketing. Sometimes, I feel like a lowly pigeon amongst peacocks. In my industry especially, there are coaches with flashy websites, fancy teleclasses, webinars and “squeeze pages”…. I’m not saying there is anything wrong with elaborate marketing techniques, but for someone who is trying to navigate through the “noise” it can be overwhelming. All the promises of rainbows, unicorns and false claims like “results guaranteed” and “scientifically proven” can be a dangerous set up for a fool and his money going through a painful separation.
The thing is, my prospective clients aren’t fools, and neither are yours. They are looking for answers, and sifting through a ton of glitter and glamor can be exhausting and frustrating. All of this commercialism and “but wait! There’s more!” Sham-wow type of advertising is a result of marketers trying to one up their competitors. The one with the biggest marketing budget wins.
Now, if I was a slick marketer, at this point I might make you sign up for a mailing list to get exclusive “all access” to my “marketing secrets”, or join a webinar, or jump on a conference call. I’m not going to do any of that – because let’s face it -you and I are busy and have better things to do. I’m just going to tell you what flat out works, and you can just go do it. This is the “secret” to attracting clients, gaining their trust, and winning them over.
Be an authentic story teller.
That’s it. Told you it was simple. Here’s why it works:
Telling a story transports your reader to somewhere else…. Your prospective client entered Google keywords and found your website, or walked into your storefront for a reason – they are trying to solve a problem. And depending on the situation, it could be a very weighty problem that consumes much of their energy. Just like a movie provides escapism, if you tell that person a story, you can transport them out of their worried mind, to a place of tranquility and peace. Without selling them a thing, you have already provided relief by telling them a story.
Telling authentic stories gives the listener a chance to decide if they really, really like you. And if they really (really) like you, they will buy from you. You become endearing, enchanting and entertaining. People love to be entertained. People will love you.
Telling a great story gives you a chance to shine. By telling stories of how others clients have benefited from your service or product, you can shine brighter than any rainbow or unicorn. You can put your listener into the shoes of people you’ve previously worked with… once they get the solutions to their problems in their imagination, they will be chomping at the bit to get them in reality – and lucky them, there you are ready to provide them that very solution.
Need help crafting your story so you can tell it with authenticity and ease? Don’t worry – I’ve got your back.. I’ll be covering more of this in upcoming articles. If you would like personalized help, drop me a line, or if you are in Maine, join me at my upcoming workshop:
Hook, Line & Sinker – A Natural Approach to Landing Your Ideal Clients –
Until then – Hit the Heights!
Priscilla Hansen, The Natural Leadership & Business Guide