This article is going to touch on 3 tried and tested business storytelling tips designed to help you create more connections and conversions through your content marketing.

Think about all the emails and sales pages you’ve seen just in this last week alone touting a new class, offering, product, or service.  Did any of them engage you, compel you to take some form of action, or convert you?

Very often marketers will highlight the features and benefits of their latest creation, which attracts buyers… but then fall short on conversion because they didn’t include a story that engages the customer and paints the picture of the potential outcome they could achieve with the product or service.

The art of storytelling in business can be crucial to your success. It can mean the difference between having a sales funnel full of quality leads or barely breaking even because you’re connecting with the wrong people.

There is evidence that tells us that people will spend their money with you only after they know, like, and trust you. And one of the best ways to improve your know, like, and trust factor with leads and potential customers is through your storytelling skills.

If you’re a little unsure how to weave your story into your content marketing, here are 3 tried and tested business storytelling tips for more connections and conversions:

1. Create a Storyboard to Help Find Your People

Of course, your storytelling skills are wasted unless you identify your ideal clients and where to find them. Think too broadly and you’ll attract freebie seekers or others who will request a price reduction. Or you’ll find those who can afford your price point but who don’t want to do the work.

Narrow your sights on your ideal client and create a storyboard with their demographics.

  • Where do they live?
  • Are they married?
  • Do they have a family?
  • How old are they?
  • What are their pain points?
  • How can you help them?

By stating these specifics, you will paint a clear picture of who you want to help, who you want to attract into your funnel, and where you can find them to start interacting.

Focus on building relationships instead of selling products.

Not everyone you meet will be ready to buy, and that’s okay. Others may be just on the fringes of your ideal market and not the right fit. Keep growing your network and you will find your tribe who will hang on your every word and will trust your judgement enough to make purchases.

2. Use Your Stories For Authentic Connections

Your audience wants to connect with YOU, not with your product. What more personal way to make a connection than with a story, or two?

Your customers or clients want to know your history, why you started your business, and how you can help them.

  • How are you different from all the other coaches out there?
  • What is your inspiration?
  • What personal struggles have you overcome?

Yes, at some point they will 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 have to be as polished or as lengthy as a TED talk but you’ll be surprised how many people prefer video over reading outrageously long sales pages.
  • Don’t edit out all your flubs. What better way to portray yourself as human than to show some bloopers? 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.

3. Involve Your Customers in Your Stories

Involving your customers into storytelling may seem daunting, but it’s happening more and more frequently. User-generated content is the perfect example of customers co-creating your stories with you. Customers who share their experiences of your service or product and who share these to social media are creating content for your brand and adding to your stories, and they’re doing it organically.

This is such a powerful way for you to create more leads and potential customers – through the voice of your already-existing customers.

Other ways to involve your customers include:

  • Testimonials and business cases from your customers’ voice (use videos for stronger connections)
  • Branded hashtags and shout-outs on social media
  • Live interviews or podcasts with your customers in the hot seat (think social media lives at events)

Turn Your Stories Into Leads And Potential Customers

To take your business storytelling to the next level, consider our Authentic Storytelling That Sells E-Course.

Designed as a self-paced e-course, it walks you through exactly how to:

  1. Develop a suite of personal and business stories that you can use in your marketing.
  2. Define your unique elements and build a compelling business story that attracts the right customers.
  3. Use your story in your marketing for greater engagement and conversion (including email marketing, social media, and your website copy).
  4. Make your story relevant and attract your ideal clients.

Each of the 4 modules in this e-course includes a workbook with actionable exercises to help you with storytelling in your marketing for greater customer engagement and conversion.

Read more about the Authentic Storytelling E-course here.

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