As an entrepreneur, one of the most powerful weapons you have in your marketing arsenal is your own personal story. What do I mean by this? Well, on your website, your personal story should be crafted and conveyed in such a way that it appeals to your target consumers, allows them to relate to you and your business, and prompts them to take action and purchase your product or service. Remember, products don’t sell themselves. It is up to you to convince consumers that your product and your business are worthy of their money, and a compelling story is one of the ways in which you can do this. How can you make the story that you’re telling effective and engaging? Consider one of these storytelling models:
The Person-Driven Story:
This is the most common and what I use on my website About Me page. In the person-driven story, sometimes also called a personal story, an entrepreneur will detail his or her own personal journey to entrepreneurship. This will typically detail a painful, difficult, or challenging problem that an entrepreneur faced and then explain how the entrepreneur was able to conquer the challenge. There are a number of ways to maximize the appeal of this story. First and foremost, you want to make sure the challenge resonates with your target consumer. In other words, the symptoms, difficulties, or pain you experienced should closely mirror those that the target consumer is likely to be experiencing. For example, if you are selling a supplement to help combat male baldness, you will want to detail your experience with the problem — the insecurity it caused, the toll it took on your personal relationships, your lack of confidence, etc. If the target consumer can identify with the difficulties and challenges you faced, he or she is more likely to buy into your solution. This kind of story is all about facilitating an emotional connection between the entrepreneur and the target consumer.
The History-Driven Story:
The history-driven story is all about research. It will typically detail the history of a particular product or service. For example, imagine you are opening a massage parlor. You might detail the long history of massage, emphasizing its ancient origins and world-renowned healing properties. You then situate yourself and your business as the culminating moment of ever-evolving historic, ancient tradition. The idea is to make your product or service sound exciting, relevant, and worthwhile using history.
The Guru-Driven Story:
A variant of the personal story, this focuses on a problem an entrepreneur faced and the “guru” that helped him or her to overcome the problem. Like in a personal story, you will want to focus on a painful, difficult, or challenging problem that you faced and the debilitating symptoms of this problem. However, in the guru-driven story, the entrepreneur doesn’t come up with a solution to the problem. Rather, he or she turns to a guru for help, and the guru leads him or her along the path to a solution. Endowed with the wisdom and the insight of this guru, the entrepreneur is now here to help individuals who are facing the challenge that he or she once faced. This helps to boost credibility with the target audience, facilitating a connection.
Keep in mind that these three models are just suggestions. Whether or not you use one of these storytelling formats, keep in mind that a story that sells will always facilitate a connection with the target consumer. It’s powerful connections that ultimately work to sell products.
Never underestimate the power of stories. If you need help crafting your story, apply for a Strategy Session so you can be on your way to selling more products/services.