Tell your story as often as you can

Posted by Oct02, 2014 Comments Comments Off on Tell your story as often as you can
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I recently attended a one day workshop with the teacher I respect the most, Seth Godin (I have referred to his blogs in previous posts). Whilst I learnt many things throughout the day, perhaps the most powerful was to tell my story. Doing so will attract only “perfect” clients.

The first lesson is “as soon as you say you want everyone, you want no one”. Which means if you don’t have a clear idea of who your target client is and instead you try and appeal to everyone, it’s likely that you just won’t stand out of the crowd and getting new clients will be difficult. So find and develop your own niche.

Once you have a niche, tell your story. Seth suggests your story should be in the theme of “people like us do things like this”. So your story should resonate with your target market. For example, a fly fishing retailer will tell a story about how a serious fly-fisherman never compromises on the quality of their equipment – they spend $1,000’s. An Apple customer believes that beautiful and simple design reflects their personality. A broker’s story might be about helping his client’s access equity to build an investment property portfolio as soon as possible e.g. the story could be people like us want to take control of our finances. People like us realise that borrowing to invest plus strong capital growth is the easiest way to build wealth. People like us are focused on building wealth, not inconsequential things such as small differences in interest rates or fee waivers. You get my drift?

Prospects come to you already telling themselves a story about money. It’s hard to change that story as it’s probably the result of a lot of things including what their parents taught them about money, their experiences over many years, their mistakes, what their friends tell them and so on. Therefore, instead of trying to change that story, just tell yours. If your stories are aligned (or not too far away from each-other) the prospect will be attracted to doing business with you. If your stories are wildly different, it’s likely the prospect will run in the opposite direction. The aim is to do more business with the people that “get it” and don’t worry about the ones that don’t. They’re just not for you.

So, what’s your story? If you don’t yet have one, get one and tell it as often as you can.

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