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In my experience –
(Might be fine on it’s own – but it isn’t making anyone swoon)
No matter if it’s through your social media content, your emails, your website or even your live videos, people perceive your business based on the stories created about it.
Whether you intend it or not, every word that comes out of your mouth (or is typed furiously by your fingers less than an hour before your newsletter’s supposed to go out), paints an image of your brand.
But there are Two Core Stories seen through the eyes of your audience that have the greatest impact on your conversions:
(And no, it’s not as simple as, “Well… I grew up in Oregon and one day when I was 7, I decided to be a writer…)
The more elusive, subtle one –
Not just big change, but even in the tiniest, seemingly insignificant,
“Gosh, I wish I had softer elbows,” kind of way.
These two stories (and many more) are continually being created and updated about your business every single time your audience opens your email, reads about your bookkeeping services or sees you lip syncing your latest wedding photography offers to Backstreet Boys on TikTok.
So, with your story already being written by your audience, it’s important to recognise that the question has never been,
Because, let’s be honest:
Unless you’re actively in the business of taking advantage of people (which I
hope know you’re not), I believe that right now, you have something – an offer, a product, a message – that could make your ICAs life a little (or a lot) better, if only they knew about the value that you could deliver.
If only they knew about your mission
And empathized with your story
And could imagine their lives as being better having bought your offer.
When they do these three things, you successfully create a moment in which you both get what you want – They get their desired transformation and you get that little 0.75 acres of land you always dreamt of building on in Hawaii.
There’s undeniable power in shaping your brand story, as long as you don’t forget the single, most important rule:
Intentionally structuring these two Core Brand Stories isn’t about creating false ideas about your Brand or your offers – It’s about communicating so precisely (and in your audience’s words) that you’re not a gray, lifeless nobody-
You’re a real, human person who’s (likely) been where they are, who has the exact solution to their problem and is willing to exchange that solution for a reasonable price.
Value for value.
So next time you sit down to produce / write / record your next piece of content, stop for a moment and think about the story you’re about to tell – Is it going to be another generic value-add or a heavy-handed sales pitch with no story and no connection?
Or can you make it feel like you’re two friends, sitting down over a large iced Matcha, with one saying to the other, “Hey, I heard you wanted softer elbows. I’ve got just the thing.”
(But if soft elbows aren’t your niche, you can substitute this for your life changing solution.)
Creating intentional brand messaging can be a complex, shot-in-the-dark experience, but with our years of crafting compelling, conversion-focused copy, we can help you plan, design and execute on everything you need to attract your perfect client on repeat . Check out our process here.
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