How many times have you sat down to read a story to your little ones, and they’ve wandered off to go and stare at something shiny that’s blinking on the ceiling?
You carry on reading for a bit, until you give up. Because it’s total a waste of time, reading a story, if you’re just talking to yourself…
You see, a story’s only a story when someone’s listening to you.
The same is true for your own story – it’s no good uncovering the tale you want to tell if you’re going to keep it hidden at the back of your junk drawer. I see so many business owners reserving their story for their About Me page and forgetting to put it out into the wider world beyond their website.
If that’s the only place you want to be real – no judgement – but you’re missing a massive opportunity to build deep connections with a much larger audience. So where should you share your story for maximum impact?
Here are 5 places to tell your story to help you increase sales in your business:
1. All over your website
I’ve already mentioned your About Me page as the most obvious place to share your story. And that’s where you absolutely should share the core story that led you to help your clients in the way that you do.
According to marketing heavyweight, Neil Patel, your About Me page,
“Will help you build a strong brand and position yourself as the go-to expert in your industry.”
But there are plenty of other great spots on your website where you can tell snippets of that story or introduce secondary mini-dramas. As long as they’re consistent with the overall messaging you want to put out about who you are and what you do.
Your story can be used on your homepage to introduce the problem you solve. Or you could tell one of your stories on a sales page for one of your products or services. The more you open up about who you really are, the easier it becomes for potential clients to trust you. So make sure you use your stories liberally across your website.
2. In your social media content
There’s a fine line between over-sharing aspects of your life that no one EVER needs to know, and telling stories that consistently feed into your brand identity and key messaging.
Keep your social media feeds interesting by alternating between tips, stories and sales messages. You don’t want to go all out storyteller on your audience because inspiration and empathy can only get you so far. But if you sprinkle 3-4 story themes in between educational content your audience will feel a much deeper connection to you, the person, behind the expertise.
The last thing you want is for your knowledge to be treated like a commodity. Story-telling helps you to build a brand, and brands are what create customer loyalty and repeat business.
3. The press
Do you have a particularly compelling or newsworthy story? Or does your journey tie into something that’s a hot topic in the press right now?
If so, it’s your duty to share it and get some free exposure while you’re at it!
There are always journalists out there looking for interesting stories to tell, so why not pitch yours to print media to get in front of a new bunch of potential clients?
In many cases, getting press coverage takes a good amount of dogged determination, but once your name is in print you’ll be front of mind for an enormous audience that might be out of reach otherwise.
Publicity expert, Selena Soo, regularly raves about the impact of telling your story to the press:
“The difference with publicity is that it adds more credibility to your work, and it’s a third-party endorsement.
Maybe you’re featured in Glamor Magazine, or Health Magazine, or Business Insider, and they’re saying, “This is a person that you need to follow, this is someone to watch. They’ve got the best product and service.” That means more than you just saying it.”
Totally worth the effort, I’d say!
4. Your sales pages
Copywriters often use stories to build drama and an emotional connection with potential customers. Stories are a great way to draw readers in to your sales message, without putting them off by being too ‘pitchy’.
The American Writers’ & Artists’ Inc explains why stories are such a powerful way to sell:
“A good story is interesting and entertaining…presented in a way the reader can relate to. The goal of storytelling is to write in a way that’s captivating, while pointing the reader to an intended purpose.”
Audiences typically respond well to origin stories. So use your own journey to explain the reason why you developed your service, created your product or launched your course.
Your story will help to keep your audience engaged and interested long enough for you to persuade them that they simply have to have whatever you’re selling.
5. Email marketing
Sometimes coming up with an enticing teaser message to promote a piece of content can be challenging.
People are so overloaded with information that most of it gets ignored these days. So it’s on you to sell that content, in much the same way as you’d sell one of your paid products.
It might sound crazy, when you’re trying to help people. For free. But you’ve got to hook people in and get them to feel sufficiently intrigued…so that they can’t help but click through to your blog or podcast or video.
If you have a story that ties in with your piece of content, you can use it as a way to build interest and momentum before you pitch your reader for their valuable attention.
Knowing your story is the first, important step towards building a brand and an army of loyal customers. But once you’re clear on your story you need to release it into the world in order for it to have any impact on your business.
Yes, you can keep it just for your About Me page, but if that’s the only place you share it you’re missing a huge opportunity to connect with more people more often. So make sure you repeat your stories regularly, wherever anyone’s listening! That’s when you’ll start to see deeper relationships forming and increased sales rushing in your direction.
Where do you share your stories?
If you’re not clear on the key stories you should be sharing – download a copy of my FREE STORY DISCOVERY cheat sheet.
Click below and get your FREE copy today.