Every meeting that I have with my clients, every business call, it always starts with them saying I have a marketing problem or I should be marketing better.
In reality you can't be further from the truth.
There's something you've convinced yourself of that simply isn't true. Like many people that I work with you are working tremendously hard to create something of a great value.
It might be some beautiful products or a life-changing services.
But in spite of your huge efforts still you don't get the right attention you deserve and you can't really understand why your message, your services, your voice and ideas are not reaching the people it needs to.
So during this dreadful process you've convinced yourself
you've got a marketing problem. I think, and I feel that it's
time to get really clear on this.
You don't have a marketing problem. And here's why!!!
Every day you do a wonderful job, you wake up in the morning, you do certain
things during the day, things that need internal motivation and some kind of
self-inspiration. You're talking to your kids, teaching them different things, you
go shopping, you talk to your wife or husband, you create transformational
programs, or beautiful products, you post on your blog or you deliver excellent
services. You are a great marketer in any of those situations. Marketing is a way
of communication between people.
It's not about selling. This is a wrong assumption that we were thaught
during the socialization process.
Marketing is about fascinating people, and inspiring them to take action. How often
do you do that during the day? With your kids or in your relationship, with the postman
or with the lady at the grocery shop or anywhere? You connect, you smile, you talk, you
listen, you create, you teach EVERY SINGLE DAY!!!
When you communicate your true self and you don't sabotage yourself, magic happens.
This is your natural state of being. This is you without the thought about having a
You don't have a marketing problem and it's highly likely that you're a great marketer.
What you do have though is a storytelling problem.
If you're marketing an awesome product, sessions, or a life-changing coaching
program that isn't selling, then it means that your brand story isn't connnecting
your audience to your idea.
People don't know why they should be interested in your stuff. It's your job to
give them a reason.
At this point we can easily say that:
Marketing is not about selling, it's about storytelling.
And since I know how hard it is to come up with a story, I've decided to share with
you a 7 Steps Formula for crafting powerful story for your business idea.
I use this process with my clients on a daily basis and it gets them wonderful results.
You can use it when creating content for your website, or making a juicy introduction
to your youtube video or anywhere you want.
This is how it goes:
- The Mission - this is where you tell your audience why you do what you do, what
was your call, what kind of experiences shaped you, what kind of
observations made you think that way. What was that thing you
wanted to solve so badly.
- The Pit - the pit is your first downfall, the first time you had doubts, or maybe your business partner left, or you weren't sure if you are on the right track. You wanted to quit or maybe go back to your old job. This
is the most important part that simply says - "I'm only a human, like you".
- The Journey - this is where you tell your audience how your journey started,
what was driving you, this is where you describe you passion
and how your work began to change other people's lifes. You
were following certain direction but still you weren't sure if it's
the right one.
- The Breakthrough - this is where you talk about the moment your efforts
transformed into some sort of success. At this point you
were completely sure that you're on the right track.
That you found a way to serve people and
communicate your business idea, your values
and your mission.
- The Suprising Results - at this point you write about the suprising results
that your business idea created. You've tested it
many times, and every time you've used your
expertise the results were consistently great. Or
your product was positively tested and proved it's
- The People's Results - this is very important part for your customers. Talk about other people's results. Highlight all the
good things, what they said, what they felt. Use
some testimonials. Heat it up!
- The Triumph - and finally celebrate success with your audience. Tell
them how happy you are, and how wonderful it is to
be able to help them, to save them time, money, stress and other things.
level. I encourage you to use this 7 Steps Formula in your business to tell the best
story you can and share it with your tribe/community. I assure you, it will change
your business and your career forever.
I really hope you found some value in this. If you did, it would mean the world to me for you to scroll down and hit that g+ button!.How important it is to have a great story behind your brand?
Let me know your thoughts.
Subscribe and make sure you won't miss my next post:
9 Seconds to Success... or Failure in your business