Craft your story to build your network in 3 easy steps
How I use my story not to make a sale but to connect and build relationships with people of the same mindset as I do!
We are often told that sales is the utmost part of everyone’s business. True, partly. There are a lot of aspects that contribute to a business’ success, not only sales. But how can you make a sale if nobody knows, likes or trusts you? No matter how great or fantastic your products or services are, if KLT is not present, customers will opt to buy from or hire someone they know, like and trust.
At the start of my business, I did not know that I had to build my KLT properly for my clients to do business with me. I thought it's enough to have a website and display my services and clients will come and find me. But I was totally wrong and I ended up giving up my very first business because I know I totally lack the tools and know-how to make my business run.
So, how do we develop this Know, Like and Trust factor?
One of the most important ways to develop your KLT is crafting your compelling story
Just imagine watching your favourite video and being interrupted by ads! That’s just it, right? Everyday, we are bombarded with so many advertisements and it makes us numb, angry and impatient. What we really want is to connect, amid all the technological advances around us, we yearn for human connection and be part of something real and not virtual.
Stories, real ones, are what makes your story compelling. It is what makes you unique. And this is how you can be able to create connections with other people who can relate to you because they may be experiencing the same thing or they know of someone else who does. Their barriers start to come down, they can emotionally relate to you and would want to live your experience.
How to create a compelling story?
First, you have to remember that the goal of your story is not to make a sale but to make a connection and build long lasting relationships with your customers.
Your story is the first touchpoint into your customer’s buying journey.
Second, now that we made that clear, we now have to know what to put into our story!
What to put in your story? We must put in enough information that would make them move from one ladder to another of your sales funnel until they reach the “ready to buy” stage of their journey.
So how do we build a great and compelling story?
3 aspects to consider:
The layout
You must begin with where you were before you started. Go back to that time when you felt desperate to make a change in your life and the reason why you wanted to make that big change.
Remember the challenges that you faced and battled with. Those moments of despair having no one to turn to but yourself. Those crossroads in your life that made you think that you have to do something lest everything will fall apart. This is the most important part of your story, where people will really relate to you. This is where the connection happens. Sharing this will help people live out your experience for themselves.
Then put in the solution that you found, who introduced them to you, where you found it. This is the “ AHA MOMENT”!
Finally, write down your vision, the new direction your life is going in, your destination, your goal.
Your story is your before and after. A real story of where you were, why you started, the results you achieved, where you are now and where you are heading.
The length
Ideally, this should not be more than 30 seconds! Yes, 30 seconds. People have a short attention span. More than 30 seconds and you will find them wandering out somewhere and you lost your opportunity to connect with your ideal customer! Keep your story short but concise and compelling.
Importance or applicability
Have you ever had a conversation with someone who talks about something we know nothing about nor are we interested in?
It's awkward and you find yourself asking deep inside, “ What’s in it for me?” It feels weird for both parties and the end result is, the connection is lost!
The question to keep in mind is, is your story relevant to the person you are talking to? You have to know what that person’s focus is first, the problem he wants to solve. Keep your focus on what they are looking for and let them know that you understand because you have been there but thankfully you found a solution. This will spark their interest, they will relate to you and believe you because you experienced what they are going through. (DO NOT MENTION YOUR PRODUCTS OR SERVICES TO THEM HERE, YET. I REPEAT, DO NOT MENTION YOUR PRODUCTS OR SERVICES TO THEM HERE YET!) All you are trying to do here is to let them know that you get them, you experienced it and have found a solution. Keep it short!
If they ask you about it and become interested in the solution that you found, then great, it is time to share your compelling story.
If not, then stop insisting, talk about another topic to know more about the person. Because in the end, he may not be an ideal buyer or customer for your business. The important thing is that you made the connection and started a conversation which will not lead to frustration nor awkwardness because you did not insist on making a sale.
Remember: People do not want to be told what to do, moreso what to buy!
Now, it is time for you to create your story. Really think about the 3 aspects to consider mentioned above. Write them down, edit them as much as you want and finally, practice saying them, to yourself and to people you can trust to make an honest feedback about it. Practice makes perfect, right? So Practice, practice, practice.
Once you finally crafted your compelling story, it is time to share. Talk about it to relevant people, share it on your social media, on your website.
Don’t forget to measure your analytics on this too. Analytics will let you know so many things like, if your story is performing well, if you have to tweak it and it will let you know which platform is gaining more attention.
Remember: You have it in your hands to craft the quality of your story and the number of times you share it to your tribe.
