You have a personal story to tell in your business! How do I know? Because if you're reading this blog, it means that you want to help people and make a difference in the world, and that only comes from having profound personal experiences, that have awakened a desire for transformation within you. Too many business owners HIDE from telling their personal story instead of embracing it.
Communicating your story, your struggles, and your experiences is one of the huge advantages that you have over mega-brands like Wal-Mart or Coca-Cola. While you may not have millions of dollars to plaster ads all over the known universe, you have something more powerful, which is your ability to individually connect with your consumers, by letting them know that you’ve been right where they are.
Almost every time I see a business that is struggling to generate enough revenue or serve clients in a way that is meaningful it is because the owner of the company has disregarded their personal story in exchange for boring and safe marketing. Or they are writing their marketing copy and presenting themselves just like every other professional in their industry. How can people pick you, out of all of the other professionals in your industry to work with, if you don’t let them know about exactly what makes you different, special, and uniquely qualified to serve them? Answer: they can’t.
When you open up about where you’ve been in an honest way there’s also one more really big effect, which is that it provides consumers with a powerful justification for spending money with you. Right or wrong, most of us feel the need to justify spending money on things. When someone can connect genuinely to your personal story, they are able to experience a deep pull that says, “Yes, I need to invest with this person.” This enables clients and customers to spend higher amounts with you, even when it may not be the most realistic thing to do.
Sharing your story isn’t about splashing your energy all over the world, nor is it about sharing every single personal detail of your life with your clients. You also want to make sure that you aren’t sharing your story in a way that makes your business all about you. You must remain crystal clear of the benefits that working with you, or buying your products, will produce for your clients. That said, there are several ways to frame your personal story so that clients are able to relate to you, and make the decision that they would like to continue learning about your business, and eventually possibly hiring you.
This is an excerpt from my book, out July 30th, called "The Conscious Entrepreneurs' Guide to Creating Wealth."
If you'd like to get a copy - post a comment below - and my team will reach out to you when it's available!