How to use your story to boost your marketing...


Storytelling has been causing a buzz in marketing in the last few years because it’s a powerful way to build trust. But what works? And what’s authentic?

The Hero’s Story

Many marketers would tell you that your about page is where you should write your ‘hero’s journey’. A hero’s journey is what the typical Disney movies are based off.

In business, it goes a little something like this...

She was an ordinary girl with a dream, something she wanted to change about her world.

In her quest for her dream, she was knocked down, she got back up but fell down again, got back up, and then had one final blow where her dream was almost lost forever. She was living in her car or battling illness or was told she would never amount to anything.

But then she had a life-changing realisation or encounter and gave it one last push, determined to overcome her circumstance. She cracked the formula or resolved the problem once and for all. She's now incredibly successful and is in the position to help you find your way.

The quest for the perfect story that sells...

It’s true. The hero’s story sells. It works because it shows how they started with nothing, went on to become successful and therefore so can you. Not only is it because a good story can sell but because stories travel.

Which is why entrepreneurs all over the world spend a lot of time and money refining the perfect story.

I know many marketing experts who use the storytelling ‘formula’ and have become incredibly successful because of it.

We’re all heroes...

But the real truth is, we all have a hero’s journey. You might think that you haven’t quite got the ‘happily ever after’, but none of us really do. We’ve never finally made it because life’s about the journey. As beings, we're always learning. Life is filled with up’s and down’s, contrast, evolving desires and realisations.

How to write your hero’s story (if you want to)...

A hero’s story works. If you want to write to write your own hero’s journey Google "heroes journey marketing” and you’ll find lots of helpful articles.

Nick Reese has a useful blog with the five steps and examples.

A word of caution...

Unfortunately, the experts who have built empires based on their story have told it a hundred times over on every podcast, presentation and free webinar. And they sound so bored by it that it no longer feels genuine. But it’s what made them successful and was their reason for being. Without it, who are they?

Why you don’t need a hero’s story...

You don’t need a formula or to manipulate the reader into thinking you have been on a rollercoaster ride to happily-ever-after. Especially if it doesn’t feel authentic.

You can inspire by being yourself, letting people into your world and showing who you are and what you stand for in your business. Allow someone who hasn’t met you, get an understanding of who you are and what you are trying to change in your business. What do you do differently than others and why?

Whilst it’s not as common, I have seen entrepreneurs who take this path, build trust faster and create longer connections with their audience over and over again.

Always be genuine, customers are savvy creatures and can sniff out hype and baloney, if not immediately, over time. Either way, this could damage your brand.

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