We know some pretty smart ladies. Every few months we have one of those women share their expertise and take stage on the Betty blog. Today, Gayle Nowak, Marketing Expert is sharing some of her tips about how you can get your business to standout. Be sure to check out her website for more brand messaging advice.
Show Up, Stand Out & Spellbind Clients with a Powerful Brand Story
When your audience is bombarded with nearly 5,000 marketing messages, 250 ads and hundreds of email every day, it can feel nearly impossible to get them to pay attention to you, never mind open their wallets and buy from you.
The secret to silencing all the noise and turning yourself into client catnip?
Tell a powerful brand story.
If you’re a coach, consultant, expert or speaker, this means tell your personal story.
Sounds easy enough right?
Until you realize that telling your story means sharing how you evolved. In other words, facing the ugly stuff in your life. Sharing what you might consider the broken bits.
And that can be downright terrifying.
But if you truly care about connecting with your community, your clients, your loved ones – then this is the straight up truth . . .
Your real story, the messy one with all its pain, shame and secrets IS your BEST story.
It’s the one that forges the deepest bond with your audience.
Many of the coaches, consultants and speakers I work with aren’t sure how to talk about themselves in a compelling way. They want to inspire others. Show them that they can succeed. They’re not interested in getting sympathy, and because of that, oftentimes they leave the most vulnerable, real and truthful parts of their story out.
And that’s a mistake because if you don’t grab people’s hearts, you won’t connect with them in a powerful way.
So how can you show up, stand out and spellbind your audience in a powerful and compelling way?
Telling your story is truly an act of courage. You’re putting yourself and your message out into the world for everyone to see. It’s a liberating and (at first) terrifying experience when you’re sharing personal details that shine a spotlight on who you are and how you’ve come to this place in your business and life. How do you bust through the fear? Write down all the times in your life that you were brave. Write down what happened. Now go look in the mirror and ask yourself, “Will telling my story kill me?” No, it won’t. Just like all those other brave things you did, what happens on the other side of the telling will surprise and delight you.
Include the details in your story. Don’t just string together a makeshift timeline of events. Pick a moment and go deep. Tell us the date, the place, the names of people, the things you saw, heard, smelled, felt. One of my clients talks about when she walked out of a Trader Joe’s parking and sees a million dragonflies swarming her car just as she’s contemplating making a major life change. Can you see that? Are you in that scene? You can create the same experience in your story when you paint the picture with words.
TELL YOUR TRUTH
Your audience cares more about the truth, than the facts. A fact from my story is that I almost died in 1998. The truth surrounding that fact is that I almost died at my own hands because I felt hopeless, worthless, and invisible. Most people have felt at least one of those emotions at some point in their life and, as uncomfortable as it is for me to share that truth, I know that’s the very place where my story begins to stir the emotions of my audience and mirror back something deep within them.
SHARE YOUR FAILURE AND YOUR REDEMPTION
You must have failure in order to have redemption. Be vulnerable. Get messy. Your audience is hungry to hear it all. In her latest book, Rising Strong, social work researcher, TED speaker, and author Brené Brown points out just how little time we devote to the messy parts of our stories:
“Embracing failure with acknowledging the real hurt and fear that it can cause, or the complex journey that underlies rising strong, is gold-plating grit. To strip failure of its real emotional consequences is to scrub the concepts of grit and resilience of the very qualities that make them both so important – toughness, doggedness, and perseverance.”
You want your audience to love you? You want them to remember you? You want to matter to them? Bare your grit.
RALLY YOUR AUDIENCE
You’re story is about you, but it’s for your audience. When clients tell me their story isn’t working, this is the place we look at first. The job of your story is to get the audience to change their story. When you tell your story well, it will get your audience from “It won’t work for me” into “If she can do it, so can I”. That’s why I tell my clients to start with their audience and their message first. Before you even write a single word about your story, get clear on what you want people to know, feel and do after hearing your story. Because that’s where you convert stone cold listeners into followers, fans and clients.
What do you struggle with most when it comes to telling your story? Share with us on our Facebook page!
About The Author
Gayle Nowak, founder of The Story Stylist.com, shows coaches, consultants, experts and speakers how to get known and get clients by helping them tell their personal story online, in person and in the media. Gayle believes with a dash of courage and a great story, you can change your life, your clients’ lives . . . even the world. Sound up your alley? Then you might like to check out her free webinar Connect & Convert: How to Captivate Your Audience & Turn Them Into Paying Clients with Your Powerful Personal Story.