It’s something that is unique to you and your personal brand and what could turn your business into an empire if used correctly. It’s unfortunate that so many entrepreneurs struggle with figuring out their story and using it to build their brand and grow their business by attracting new customers and creating repeat buyers. Chasing after leads and hoping that their product or service will persuade them enough to buy is the wrong way to go about building a business and having it out last your competition. You need more than sales tactics and complex marketing funnels if you intend to have a business that will get your market to choose you over the many other choices that they have.
There are many choices for your market to choose from. Don’t think that your business is so special and that your market only has you.
They always have choice and you just want to make sure as much as possible that you are the right choice for them if they are your ideal customer/client avatar.
You can’t think to grow your business and thrive in your market if you don’t have a Brand Story.
It doesn’t work especially if you are using social media to promote and engage with your prospects.
If you want your market to be interested in you then you have to become interesting to them. You have to be able to create some sort of connection to them and you, your company and then your products or services.
There is no way around it now.
If you intend on growing your business to 6 figures and beyond then you need to get your story straight and learn how to tell that story to your audience.
The longer you wait to use story in marketing your business could spell danger down the line as your competitors are already started to craft narratives around their business and what they have to offer to your shared audiences.
Your competitor is already forming the connection between themselves and your leads and they are winning them over while you continue to not use the biggest leverage you have.
Storytelling is a skill that few a good enough to use to help them grow their brand and business. Some companies are lucky enough to have creative marketing departments that do all the heavy lifting for them so all they have to do is allocate enough money in their budget to promote that story to their audience.
This may not be you. In fact, most small businesses do not the luxury of having an in house creative marketing team to do this for them. You might be the only one that handles your marketing for your business and you already wear many hats and now you’re losing ground because your competition knows how to leverage story in their favor especially on social media apps like Instagram.
That’s why I created the Business Story Checklist so small businesses like yours don’t have struggle with finding your story and using it to grow your business.
I made the steps simple so even if you are personal the worst storytellers in the world. You can follow along and create a story that you can use in your marketing to connect with your audience and move them over from leads to customers.
If you would like this free checklist you can click on the button below.
This was created for Folks in Espresso With Dan but I am posting it here for you to enjoy as well.
I usually only share this type of information with my email list or with special groups like EWD but I thought it was especially important to share it with you.
Read and Do well.
-Lauren The Story Brand Strategist
The Benefits of using story in your marketing are huge but the wrong story could be costly.
Now a days it seems like every guru and expert under the sun is on this story binge and rightfully so. Storytelling is great way to connect with your audience and keep their attention long enough for you to show your value and then convert them into paying customers.
If you are not using story in your marketing then you are really missing out because the benefits of story are huge such as
People want to connect with people they like. They want to and are willing to buy from people and companies they like. Especially now that folk out there have so much choice in who they decide to follow and buy from. Storytelling allows you to show that you are the best and possibly only choice that aligns with their beliefs and needs. They are looking for someone to plug into and storytelling gives them the chance for you to show why they should plug into you.
The market is crowded with folks that decided that they are entrepreneurs that can sell anything. Some of these noise makers have connections to bigger players that they use to be louder in a already crowed and loud market place. Others buy ads and use social media to be not only loud but obnoxious. It’s loud out there and a lot of folks are sounding and looking the same. Using story in your marketing will allow you to set yourself apart in a way that your audience will appreciate and by appreciate I mean they become followers and buyers.
If you don’t know people buy on emotions. The emotional connection between your business and its offering is what makes people buy from you. Storytelling allows you to easily tap into this soft core of your audience so that you can begin to convince them that they need what you have to offer and further move them towards buying through the benefits of your offering.
Stories are the most humanly natural way to get people hooked on you and what you have to offer. Think about it….Star Wars is a multi billion dollar franchise that works so well that they have at least 6 more movies planned. Even after it took over a decade for the next movie to be made. This comes after the lack luster review of the prequels yet still they are able to create cartoons, write books, toys and a whole bunch of other merchandise that sells millions of dollars every year. A story so power it created a fandom….of ready to buy geeks and nerds for generations that keep coming back and demanding more. If that is not a testament to how powerful story is and why you would be a fool not to use it in your business then I don’t know what is.
However…while storytelling does have these benefits and could help you grow your business. It doesn’t mean that any story will work. It needs to be focused not on you but on THEM…your audience.
Most importantly your story has to have purpose. Your message has to be clear as to who your message is for in order to justify the use of the story.
When I talk to folks that need help working out their story. I focus on three things first.
What they do or what their business is?
What is their message and offer?
When these three things are in sync then the marketing for that business will start to attract more qualified leads that can be more easily converted to customers.
Unfortunately, many businesses especially small businesses are missing the mark when it comes to having those three things working together. They spent money on marketing that doesn’t and will never work because the 3 main focus points that lead to a successful marketing promotion are missing.
On top of that they are not using storytelling to help glue those things together and hook their prospects.
So instead of investing their Marketing dollars wisely they are wasting them.
If you think that your marketing isn’t doing as well as it should or maybe it’s not working at all. Then its time for a change but first you need to know exactly where you are going wrong before you invest thousands more in pushing Facebook Ad or Email Marketing campaigns.
You need to have your Marketing Analysis done. A full report on your email marketing and/or your Facebook Ads will help you know what changes need to be made to set your business development efforts on track. It is no enough to know that something is wrong. You need to know exactly what is wrong and where the changes need to be made so you can generate more leads and turn them into paying customers.
If you would like to have me to perform a Marketing Analysis on your Facebook Ads or Email Marketing campaign then Click here to schedule an appointment with me to chat about your current situation.
So this week I am going to do my best to not write a Star Wars inspired email…although there is so much you can learn from that franchise.
I will not write one this week …about that.
Because I’m changing it up a bit and apparently my emails have convinced some of you that you need to go see the prequels.
So before I get a bunch of emails about how bad the prequels were let me take little break… for this week.
Now as you should know I’m a big reader and this week I am reading something a little different from my normal sci-fi/fantasy.
I’m reading a book by John Grisham.
Maybe you know the name but this is my time reading any of his books.
This is a newish one called Rogue Lawyer and I’m about half way through it and let me tell you soo many little take aways from this fiction read.
Now I’m not going to spoil the story completely because maybe one of you is reading it or will be reading it so I’ll talk a little about one of the adventures that our rogue lawyer goes on.
So this lawyer is really bad ass and lives a crazy life and work life. (Remember I am not trying to spoil this for you.)
He takes on these almost impossible cases and does his best for his clients even if it means him doing something crazy or playing dirty.
Well in one such case his defendant is innocent of the crime of rape and murder but the guy is a straight weirdo.
Either way the guy didn’t do the crime but the whole town thinks he did and the police want him even though they didn’t really investigate anything.
They crazy lawyer has to go through the whole case trying to prove the client didn’t do it.
So not to go into too many details he did a lot….and this s just the first of many cases the book shows us about this crazy dedicated lawyer.
Think about this for a sec…..how many other folks do you see online that claim and defend to the death that their product is the best and the only way to do something?
How many gurus got folks hypnotized in to thinking they are they truth and the light of business and marketing online?
Now here you come…knowing another way…may be even a better way and now you out there fighting tooth and nail to convince those entranced folks that you can help them better….
Hard work isn’t it?
I know its frustrating as all hell and that is why I don’t bother to go after the entranced crowd.
It’s fun reading about lawyers like the one in the book but I don’t want potentials leads like the folks in that town…hypnotized by the police and how they painted this weird guy to be a rapist and child killer.
I rather go after people that are more open and not falling in the hype of the guru train.
Maybe you should consider going my way too.
Just a thought.
Oh by the way folks I’m writing a book.
Yes a book called The STDs of Story and I decided to document my process in my little Facebook group…
If you would like to join and get some good business advice and tips on writing your own authority book https://www.facebook.com/groups/344821745849682/.
The Story Brand Strategist
This message here has almost nothing to do with your business per say but has everything to so with marketing and fixing your screws ups before a big launch in which all other products you are planning on creating rest.
Rogue One—-A Star Wars Story hitting theaters in December.
Has the world and future of all other Star Wars spin off movies on its shoulders.
I understand that some of you may not be into Sci-fi or Star Wars like me but there is a live action marketing plan going on right before you with Lucasfilms with this franchise and I would be a cruel mistress not to bring it to your attention.
First off, I am going into this assuming that you all have watched or at least are familiar with Stars Wars in some shape or form.
You don’t have to be a fan like me who has a great interest in the story and expanded universe that it has created but you should be a student of how Lucasfilms and Disney( They own this.) handles this iconic franchise.
Movies cost a lot of money to make and a lot of money to market before and after the release plus the payments don’t stop there.
You see….Actors in these films get paid royalties.
Yes….that’s one of the main reasons you see some actors always working in films even if they aren’t big stars they get those royalty checks for years….not forever but for years and the better the movie does the bigger the check and longer it will last.
But back to Rogue One which will be in theaters in December.
Last year in December…..
Star Wars: The Force Awakens entered Theaters and did its thang.
It was the official we’re back of The Star Wars Franchise hitting the big screen in a big way.
Marketing that movie was much easier than Rogue One and here’s way….
Rogue One is the story about how the Resistance….the folks Princess Leia was apart of and one of its leaders got the plans for the Death Star that they destroyed in the first movie in the original Trilogy.
It was announced that Rogue One would hit theater next December and most of the Star Wars Fan base was not very hopeful, or enthused by this movie announcement.
One: Over the years before Disney bought Lucasfilms there was already lost of material in the form of books and comics expanding the Star Wars universe. Most of which is now referred to as legend because Disney threw most of it out or modified it once they bought Lucasfilms
Two: We already knew who stole the plans for the Death Star and it was Luke’s childhood friend who became a pilot( hint : we met this guy briefly in Star Wars)
As you can see the story has been changed and a new character : A lady is the one who has apparently or will in the film steal the plans…
The Fan base was not very interested especially when it was announced that there would be no Jedi in the movie although there were still a few Jedi around who were in hiding besides Obi-Wan and Yoda….but that’s another story…. so Lucasfilms Disney had to go into overdrive to get the core fan base excited for this movie somehow and do it fast before Star Wars Celebration in July.
So…..they released the first trailer.
It picked things up in the forums and got folks interested….
but it still wasn’t quite enough until they announced that Vader was going to be in it.
The fans went wild.
Would we finally get to see Vader in action? The extremely mobile and destructive Vader that we were shown in the comic books that did so much damage?
They had successfully sparked the rumor mill and it has been going strong still although now after some actor slip ups and the release of magazine articles and the new trailer has sparked other theories.
I think it’s safe to say that Rogue One is looking like it might be a hit.
Now you might be thinking what lessons have can I learn from this?
My business is a one man/woman show. I don’t have millions of dollars or marketing team or a well known franchise.
I know but here’s the first thing this should teach you…
Lesson 1: Build up your fan base or in your case your audience. Your audience should be large enough to support you running your business.
Lucasfilms over the years has taken the time to continue to build up its fan base
Lesson 2: Get your audience excited about the launch of your new product/service. If they are not interested or excited about it. You’re in trouble.
Learning those two lessons and then going out there and doing what you need to do will help you create a successful business.
Interesting what you can learn by being a fan and a marketing storyteller such as I.
I got something brewing…..something to will allow me help you fast track your business growth….
More on that later but if you need me to help you figure out what your business story is.
I’m just an email away.
Hit reply and I’ll send you the pay link.
OH what…it’s not free?
Still think Master Yoda is the ……well….he’s not all bad but look 3 points could easily turn into 3 separate story based emails for just about any business to use.
But while you do remember that I will be opening the doors soon to Story Sales Email Course.
So I been in this question and the then analyze the results game for a while. At one point in my life I thought I wanted to be a market researcher so surveys and analyzing survey responses became home sweet home for me.
So now when I see more business owners using surveys to create offers for their audience I can’t help but feel pity on their poor souls because I know what they are in for.
About a year ago now Ryan Levesque published a book called Ask which became a New York Times best seller. It detailed his Ask Method in great detail. A method that requires the use of surveys and survey results to segment a business owners email list into specific buckets in which the business owner can now tailor special offers to a group of hyper responsive subscribers that will be eager to buy. Do all of this and success seems to come instantly. I know people that have used the Ask Method and it has made a huge difference in their business so in short it works but….
Only if you do it right.
You see once you get into trying to implement the Ask method in your business you will noticed that things start to get complicated fast.
You have to build an email list if you currently don’t have one and that takes work, time and money.
You have to have the tech tools in place to create, bring traffic to and launch your survey. Don’t forget you have to push for results because need a certain number of responses.
You have to create the question and then interpret the results.
Create the ‘buckets’ and then create the offer based on the results and then build out the sales funnel from there.
That’s a lot of work and there are many places where a business owner could go horribly wrong.
For example, the creation of the questions for your survey…
You might think this part is easy. Just slap together a few questions about what your audience likes or dislikes and boom! You have a survey ready to go.
No so fast. If you ask the wrong question or ask it in the wrong way you could completely render your survey useless. In fact, in the Ask Method there are two types of questions you must ask and screwing up those two questions is a sure ticket to failure for your survey funnel.
One of those questions and the most important question out of your whole survey has to be done right. In fact, it is called the Single Most Important Question aka SMIQ in the Ask Method. If you make it too broad then you’ll get distorted answers but if it’s too narrow then you won’t get enough responses. You have to strike a delicate balance.
Sounds like something you can do with no problem?
Now what about all the hundreds of response that you have to manually go over.
Yes, I said hundreds because you need at least 500.
Did I mention that most of the questions are open ended so that means reading through responses that could be as long as 500 plus words and you have over 500 responses to read and analyze?
You can’t take any short cuts on this and you need to have someone that is experienced enough to understand what these responses mean as well as what they say in order to create the ‘buckets’ in which you will base your sales funnel on.
If this sound like something you can do with no problem, then good luck.
However, if the mention of just creating the right questions or analyzing hundreds of responses frightens you.
Especially since you now know that making a mistake could cost you lots of money.
You are not alone.
If you’re business is using the Ask Method, would like to or is currently using surveys but having trouble.
Then you can sign up here to join my waiting list and be sent an application to see if you would be a good candidate for the next time slots that will be opening up shortly.
A little knowledge bomb for you business folks using story which you all should be by the way.
Story with no purpose is useless.
I see many online business folks starting to use story in their business that violate this on a daily basis.
First off Story is a tool that we humans having being using for thousands of years and it works.
Two: stories that are remembered and are useful have purpose.
You have to define that purpose before you go off running your mouth in videos as to what is the point of telling that story to your audience. What are you looking to do and gain from this?
In the game of using story to grow your business. The story you tell has to resonate with your audience.
If it doesn’t resonate with them then you failed. Time to go back and try again not continue telling the same story and similar stories in your business marketing.
Key to this: If your audience doesn’t care and doesn’t do then your story needs to change.
Now if you realize that story is not your strength. That good and okay because if you are in this group. I’ll drop some knowledge to help you along the path of using storytelling which is one of my ‘Thangz’.
Any Q’s about story or how to use it? Comment below so I can answer it in another post here.
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