There’s no denying that ‘storytelling’ has been having a moment over the past few years and I doubt it will slow down any time soon.
Many social media experts will tell you that it’s one of the fastest ways of growing a personal brand, but it can also be used by brands to create more impact and familiarity too (we all love to hear how people got to where they are)
But let’s delve into WTF ‘storytelling’ means from a business perspective 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. But why? 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 as human beings we love a hero story and we also love an underdog story. Hearing what other people have experienced along their journey makes us feel normal, like we can go through the same (or similar) highs and lows and still make a success of what we’re doing.
Now, there is a *little* caveat here – sharing your story involves a level of vulnerabilty that you may not feel comfortable with. You may worry what people will think, or say. The fear of judgement may hold you back. The fear of being cancelled, or made to look stupid may also stop you from moving forward with storytelling (this actually come up during a training session I ran the other day)
However.….every time I’ve watched a business owner embrace being vulnerable, it’s helped other people on their own personal journey. The business owner has received messages from strangers, or connections on social media, with words of gratitide and thanks for sharing as they could relate to everything that they’d said.
Being relatable is one of the fastest ways of building trust with your audience, clients and potential customers.
Right now, being vulnerable may feel like a weakness, when in fact, it’s a superpower 🚀
When it comes to sharing your back story, there are four things I tell my clients not to do:
❌ 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
Instead…..
😍 Be BRAVE
😍 Be BOLD
😍 Be COURAGOUS
😍 Be INSPIRED
And don’t even try and tell me that your back story is boring, or that you haven’t got one. YOU DO! We all do.
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?
Right now, as you’re reading this, you don’t believe that this is possible. Logically, it doesn’t make sense. And while I may have been *slightly dramatic* over how much income your story can generate, it will have an impact on the lives that you want to change.
To snap you back to reality..….
How do you know that sharing your story will blow up in your face or bite you on the ass❓
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❓
Until you try, you’ll never know (trust me, you’ll be massively surprised to see what does happen)
WHAT ARE YOU WAITING FOR?
When I talk to clients about sharing thei story, they usually sit in one of two camps:
1. They’re excited by the impact is will create but also slightly scared by the vulnerability and what may happen as an outcome of sharing their story
2. They’re adament that they don’t have a story, or a story that other people will be interested in (and I get it becusue I’d be in this camp too if I had to share my story!)
But here’s the thing: your story DOESN’T have to be dramatic or traumatic
And if it is, you don’t have to spill your guts and share all the gory details.
In fact, when working with my clients on their personal story, I don’t actually focus on their personal story at all 😱
Sounds a bit backward, doesn’t it? i’m telling you to share your personal story, but I don’t recommend it to my own clients
That’s becasuse there has to be a reason to share your personal story. It needs to be a strategic decision – it needs to make sense in the wider business.
Anwser this question for me….
Would you rather share your story for engagement on social media?
Or, would you rather share your personal story so that it brings new leads into your business and more followers to your social media accounts?
Essentially, what I’m saying is:
If your personal story links back to the business (maybe you set up a charity after experiencing domestic violence, or you set up a recruitment agency specifically for parents needs flexibile working options) then your personal story is what makes people understand WHY you started the business and what you want to achieve
If your personal story has nothing to do with your business, then it’s not going to have an impact on your business. It might ilicit a few likes, but it’s not going to drive the business forward. Therefore it’s a totally pointless exercise, in my opinion as a PR Strategist & Reputation Manager.
WHERE TO SHARE YOUR STORY
This is where the fun begins and the magic happens. This is the stepping stone from knowing your story and taking the first steps to sharing it.
You already know which platforms and outlets your ideal customers and clients are using to obtain info
These are the exact same platforms and outlets that you’re going to target, in terms of sharing your story and securing media features
Let me help you get started
AS 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 customers are:
- New Mum’s struggling to lose the baby weight
- Women with busy lives who don’t priorities their health or even have the time to
- Women over 40
- Women looking to become part of a fitness movement to feel like part of something
Suggested media outlets would be:
The Daily Mail
The Daily Express
Fabulous magazine
Woman
Woman’s Weekly
Woman’s Own
Women’s Fitness
Feel Good You
Mummy blogs
Local news outlets; newspapers, TV, radio
NEXT STEPS
You’ve built up the courage to share your personal story (because it makes sense to the overall growth of the business)
And you know what your ideal customers and clients are consuming, in terms of content, so now it’s time to start pitching to journalists – hurrah!
If you’re not sure how to do that, because you don’t know where to start, how to start or how to pitch to, you can find everything you need to know in my Amazon Bestselling Book: How To Get PR
Alternatively, if you want more of a step-by-step learning experience, check out my online programme IMPACT Unlocked
