Your Story | Your Message | Your Audience
The keys to your success
Your story is your most valuable asset.
Everyone has a story and yours is unique to you. Your story gives people the opportunity to know why you do what you do. It allows them to emotionally engage with you and your business and it builds trust.
Your message tells people what you do.
People need to know exactly what you do. What problem you solve and why they should work with you. Build your message with an emotional hook and see what difference it makes when you tell people what you do.
Your audience are your people needing you.
Don’t waste your time talking to people who do not need your service or product. Understand who you need to talk to and find out where they are. You then are talking to the people more likely to buy from you.
Everyone has a story
Your stories are a valuable asset to you
“A story is a journey that moves the listener, and when the listener goes on that journey they feel different and the result is persuasion and sometimes action.”
– Jennifer Aaker, Professor of Marketing at Stanford Graduate School of Business
People forget statistics and facts, but they do not forget a good story.
This is especially true if your story conveys a message related to things your audience cares about deeply. According to Jennifer Aaker, Professor of Marketing at Stanford Graduate School of Business, “Stories are 22 times more memorable than facts alone.” Furthermore, she says, “Studies show that we are wired to remember stories much more than data, facts, and figures. However, when data and story are used together, audiences are moved both emotionally and intellectually.”
Stories are memorable not only because of the emotional connection but also because they stand out. Amid all of the content clutter of the internet, a story gets attention. Think for a minute of the many articles you can find online that offer X number of tips for doing something. They are all fairly generic. However, what if you found a compelling story that ends with a list of takeaway tips? That is something you’d be more likely to pay attention to.
Because of the explosive growth of social media and content marketing, stories are more important and effective than ever.
The importance of your 60 second elevator pitch
Imagine that you are on an elevator. It stops, and the vice president of a company you want to work with steps in. Or your ideal client asks you ‘What you do’
“The doors close and you have 20 or 30 seconds to grab their interest,” “Quick! What do you say?”
Your elevator pitch is not your opportunity to tell your life story or to begin telling them what you can do for them.
It is about What problem you solve and why. It is always about them. What benefit do you have that will help the person you are talking too.
- Tell them your life story?
- Give them a list of qualifications and experiences you have?
- Do you use lovely industry speak and words other people really don’t understand?
Well if you do, you need to get your elevator pitch working for you and not against you.
Just because they are listening, does not mean they understand.