Telling your story in a way that resonates with your target audience and builds trust with your customer base comes down to a science. No, really. A study published by the NeuroImage journal explained that people respond positively to metaphors and stronger descriptions – the same things you’ll often find in good storytelling.
You can use this information in a few different ways. You could start using stronger words in your everyday stories to friends and loved ones, or you could create a stronger impact for your business by crafting a stimulating story designed to keep your prospects and customers enticed.
You don’t have to be a wordsmith to discover your story. Let’s break it down:
Make it Genuine
Think about the history of your business. You know how you got to this point: all the challenges that led you to open a business, and all the years afterward of hardship and success. How do you take those moments of relief, frustration, sadness, determination and happiness and craft a story that your customers and prospects can relate and respond to?
Be honest. Your customers are smart, and they’re going to see through you – and ultimately, distrust you – if you give them a bogus story. Talk about your own struggles. Everyone faces challenges, and something you overcame early on could play a critical role in convincing someone to invest in your services or products. Create a genuine story that is true to who you are and tells your why. We talked about finding your why in a previous post. Incorporate your why and make it a part of your sales process.
Example: Terry Hedden, CEO of Marketopia owned his own MSP before recognizing the marketing needs of IT companies everywhere – driving him to help MSPs around the world gain more sales, more leads and more profit.
Create an Emotional Connection
People love to connect with people. The same applies to connecting with a business’ backstory. If your customers see that you’ve been where they are and successfully made it through, then they’ll not only start to believe that they can also get through it – but they’ll trust that you can be the business to help them succeed.
It’s difficult to make that unique connection with every single customer. Not everyone is going to have the exact same problem, but that doesn’t mean you can’t connect with them. Listen to their story and then create an emotional connection by linking their current issues with a solution that you can provide them today. Sometimes the most powerful emotional connection is having peace of mind that a pesky problem is finally going to be fixed.
Example: Terry Hedden knows how MSPs feel because he was one. He’s stood in their shoes and faced the same problems, had the same fears and struggled with the same challenges that are still plaguing the industry – except now he has the knowledge to resolve some of them.
Bring in New Clients
How to get people in the door seems like the age-old problem, but that’s because most businesses wait around for people to suddenly arrive. With a proactive approach, you can find new clients and bring them to your business. There are a few ways you can do this, and most of them fall under the marketing umbrella.
Your website is one of the best places for prospects to learn about your business – it’s also one of the best places to tell your story. Think past the About page – every single page on your website should share a small piece of your story. From the way you explain your products and services to the way you talk about yourself, stay on-brand. The same applies to your social media, email campaigns and sales pitch. If prospects see it, make sure it’s on-brand.
Example: This blog. Marketopia is committed to helping MSPs grow their business, that’s why we provide an arsenal of marketing materials that help businesses like yours learn how to increase revenue through marketing efforts.
For more tips on discovering your story behind the sale or to find out how Marketopia can help your business, contact us today.