How to Turn Your Story into Leads and Potential Customers
No doubt you’ve seen tons of emails and sales pages in just a week, touting a new product, service, or masterclass. Most often, marketers highlight the features and benefits of their newest creation, but then fail to include a capturing story.
Storytelling in your business isn’t only crucial—it’s a necessity. It can mean the different between a successful sales funnel full of leads or struggling to stay alive because you’ve connected with the wrong audience. Customers spend money with you only after they come to know, like, and trust you. Using storytelling in your business is the best way to build that relationship.
Connect with the Right People
Unless you identify your ideal customers and know where to find them, your storytelling abilities will be wasted. If you reach out too broadly, you’ll only pick up clients seeking freebies or clients that will more than likely request a price reduction. Even worse, you’ll find clients who can afford your price, but don’t want to do any work.
Keep your sights narrow and focused on your ideal client; create a storyboard with their demographics:
- Where do they live?
- Are they married?
- Do they have family?
- How old are they?
- What are their pain points?
- How can you help them?
With these specifics, you’ll paint a picture of you want to help, who you want to attract to your funnel, and where you can find them to start interacting. Focus on cultivating relationships instead of pushing products to sell. Not all buyers are ready to sell. Or, maybe they’re just outside of your ideal market and don’t quite fit. Continue growing your network and you’ll find your tribe who will hang on your every word and trust you to make purchases.
Use Stories to Make Personal Connections
Your audience wants to connect with YOU, not with your product. There’s nothing more personal than connecting 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. Here are a few questions to ask yourself:
- How are you different from all the other businesses?
- What is your inspiration?
- What personal struggles have you overcome?
Of course, they’ll 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 need to be polished or as lengthy as a TED talk but you’ll be surprised how many people prefer video over reading outrageously long sales pages.
Be human; don’t edit out all your flubs. The best way to do this? Show some bloopers. Everyone enjoys a good blooper and the best way to show that you’re imperfect like everyone else. 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.
There’s nothing worse than a disorganized brand story that confuses customers. Branding is more than a consistent color scheme, logo, and slogan across all your communication channels. It’s about being your brand, and connecting with your audience through your brand and story.
Talk about events that affected you that’s related to your business. Show your audience what you’ve learned. This generates an instant response to make your story sharable and memorable.