How to Uncover the Brand Stories Your Ideal Clients Need to Hear

How to Uncover the Brand Stories Your Ideal Clients Need to Hear

BY MICHELLE KNIGHT

Today we’re going to talk about uncovering the stories that are going to be the perfect fit and exactly what your ideal customer needs to hear. 

Last week, I shared with you three categories to group your stories into to then work into your marketing strategy so you make sure that you're constantly sharing stories through your content creation.

And it occurred to me that you might need a little bit more of a deep dive on how you choose some of those stories. So I want to dive into that today and share with you some of the steps that I walk my clients through so that you can feel really good about the stories that you're sharing with your audience.

Today, we are going to talk about how to uncover those brand stories that your ideal customer needs to hear. Now, before I jump into my little process, we've got to talk about one very important piece of the storytelling process, it's actually not about you. 

I know, it can feel like, "It's my story, Michelle. I'm the one creating the content. This is my brand." 

But at the end of the day, you are running a business, and your business story needs to contribute to the revenue of your business, i.e. the people who hear and see your stories. We want to ultimately lead them to actually purchasing from you.

So your stories can't just be you sharing cool things that happened in your life and talking at your ideal customer. They need to be very, very specific for your ideal customer, as well as give value to them. 

That's why I like to say your stories aren't actually about you or for you, they are for your ideal customer. 

So you're going to notice that, as I'm sharing this process with you, that we've really got to know who your ideal customer is. Otherwise, brand storytelling and, honestly, marketing and content creation overall is going to fall flat.

If you find that you don't get a lot of engagement or you post about an offer and nobody seems to care about it, or you're not getting those consistent leads coming in, it's probably because you don't know your ideal customer enough.

STEP ONE: YOU HAVE TO KNOW YOUR IDEAL CUSTOMER

So that leads me to the very first step that I recommend all of my clients go through when trying to think of stories that are going to be perfect for their ideal customer, and that is you have to know your ideal customer.

I don't just mean knowing the demographics.
I don't just mean know if they're a mom or not a mom, or any of those things. 

Those are cool, they're definitely part of my ideal client process, but they're not the realness of it. They're not the meat of it. 

What we really need to understand first and foremost, at the bare minimum, is what your ideal customer is currently experiencing. Your business needs to solve a problem that your audience is experiencing, that’s how you create a brand and business people consistently buy from.

To have a problem solved is why we invest in things, and it doesn't matter what you sell, at the end of the day, whatever you sell needs to solve a problem.

So your ideal customer is currently experiencing something that is a problem for them. You need to understand what that is. We often refer to that as the struggle or the pain that our ideal customer is going through or experiencing. Knowing specifically what that is is going to help you connect with them on a deeper level. 

Then, at the bare minimum, you also need to understand what they want. 

When they solve this problem, what will happen for them? What will their life be like? What pleasure and desires will they experience? What are some of their goals? 

That's going to help you really communicate to your ideal customer not only the fact that your product, your service, your brand, will help them solve that problem and get closer to those desires, but you can also craft and share stories and messaging that connects with what they ultimately want. 

This is the bare minimum process, and if you're not crystal clear on what those are for your ideal customer, you have to start there. This is where all amazing copy and content and messaging lives.

And if you find that you're struggling with those pieces, it's pretty obvious that you have an ideal client problem, meaning you don't actually understand who they are. So make sure you take the time to identify those pieces. I truly cannot stress that enough. 

After you've followed this first step of getting to know your ideal customer at the bare minimum, you'll have some ideas for stories to share. There might be stories that you have from your own life that you can connect with the pain or the pleasure. That happens for a lot of my customers. 

Maybe you can use something that I like to call future casting, where you can paint a picture of what is possible for your ideal customer when they invest in your product or your service. 

So this is already going to give you a lot of ideas for stories that you can share as well as ways to create emotionally charged copy that makes your audience feel something because that's the key.

STEP TWO: GO DEEPER

Remember, you need to understand who your ideal customer is at the bare minimum: struggle and desire. 

Then great storytelling, great marketing, and great messaging go deeper than that. 

This is really about understanding what is standing in their way. 
What are those obstacles? 
If your audience knows where they're at and what they're struggling with, and they also are pretty clear on what they ultimately want, then why haven't they gotten it yet? 
What is standing in their way?

Being able to address those obstacles in your content and specifically your storytelling is really, really important. Then it's also key to understand the objections that your audience is facing. What are their mindset beliefs? 
What are the things that are happening in their day to day that they might object to actually investing in solving that problem?

These are those next layer pieces of ideal client work that are going to help you actually sell your product or your service. Now, I'm not going to lie, this step gets easier as you grow your business because you have more data, more clients, more customers, a bigger audience. 

You can survey them and ask them these questions and sometimes they'll just tell you, which is really nice. 

So you'll have a little bit more of that. If you're just starting out, this is going to take a little bit of work. You're going to have to take some time to really think, what are the internal stressors? What are those internal problems that my audience is facing? And how can I highlight those?

What I want you to think about is that the external things that they would say to you, they would like maybe say to an acquaintance, "Oh yeah, this is something that I'm experiencing and I would really love to have this." 

The internal is what they're writing in their journal and the thoughts that are going through their head.

This is the stuff that we tend to Google because we think no one can see our Google history so we Google this stuff. That's why one of my favorite tools is actually called Answer The Public. 

It's a free tool with a limited amount of searches every day, but I promise you it's plenty. You can use that to find forums and questions people are really asking in your industry as it relates to what your ideal customer is struggling with or what they ultimately want. 

That can tell you those very, very specific things that we would consider more internal, that people are sharing in these forums and discussions and Googling, that you can then use in your marketing. 

So this is a really great tool to use. 

I actually love using it in the ideal client and market research process. But I also love to check in with Answer The Public and my growing audience, all of the time to say, "What's really going on here?"

This is where you can start to present stories around the mindset shifts that need to happen, or different beliefs that they need to take on, or things that they need to let go of. 

For instance, I know that my ideal customer really struggles with time, and that's an external problem that they have and they will tell me, "I don't have enough time in the day." 

But the internal is that they're not using their time efficiently. And one of the things that I love to talk about is setting boundaries and having clear schedules and understanding your priorities. 

I can create stories around that, that connect with my audience and move them along the buying process so that the time management thing isn't an objection when I then present my offer, because I've already addressed that in my content. 

This is something that I can openly talk about and share my story and share the stories of my ideal customers as well.

This is that next layer, if we're really thinking about market research, going a step deeper and really focusing on those internal problems, those internal stressors that we can then carry through into our content.

STEP THREE: THINK OF YOUR STORIES

So those are the two first steps of the process really focused on your ideal customer. Once you have that piece of the puzzle then you can move into step three, which is identifying your stories. 

You are the brand so you are the one telling the stories, but at the end of the day, they have to be valuable for your audience. So once you have the information in front of you for step one and step two, then you can look at your own story and say, "This happened in my journey," or, "This is something that I experienced at the grocery store the other day." 

I'm telling you, there are stories everywhere. "This is something that I experienced. This is something that I'm seeing online." And then you can clearly say, "And this is why it's valuable to my audience."

In the beginning, you really only have your story. Maybe even before you have client testimonials. But I promise you, I was there too. I didn't have a bunch of testimonials on all my pages. I hadn't worked with anyone before. 

But I had my story and I had my own experience and I could share that as a way to build that know, like, trust factor with my audience and highlight those internal stressors and highlight those struggles and those desires, those obstacles and those objections so that my audience really knew that I understood who they are. 

That's what it's about, really communicating with your audience that you understand who they are, where they are, and what they ultimately want, and then presenting your offer as a way to help them solve that problem. So using your own stories is a great place to start. I still do it in my business five years later. 

I share a lot of client testimonials, a lot of client stories. But I always share my story as well because there are always new people finding me who don't know me, don't know the fact that I started my business with a one-month-old baby, and that entire journey. 

It's important that I share those stories to keep connecting with my audience and the different stages that they are going through in their life and their journey. 

So this three-step process, repeating this process over and over and over again, will really contribute to helping you create what I call a story bank, which is just a list of stories that you can share, and then making sure that every single story connects to the value. 

So if I'm thinking about sharing a story about that first month in business, before I even write that story, I better say, "And this is why it's valuable to my audience." 

Again, you're able to do that when you've done the ideal client research, which is why it's so freaking important.

CONCLUSION

So there you have it, it's a simple three-step process for you to come up with stories that your audience needs to hear. But I promise you, when you really focus on these core pieces, the struggle, the desire, the obstacle, and the objection, as well as that connection piece with who you are and your story, then you are moving your clients so effortlessly through the buying process.

You will find that people are just messaging you and saying, "All right, I need to buy from you. I absolutely need to work with you," so on and so forth. 

So I hope this was super valuable for you in helping you to really understand how to come up with stories that are going to be beneficial for your audience. Remember, it really comes down to the takeaway of your audience. Every story that you share has to connect to your audience in some way, whether that's education, inspiration, a mindset shift, so on and so forth. 

That truly is the key to creating stories in business.

If you haven’t already, make sure that you sign up for the Tell Better Stories Workshop. It's happening on March 3rd.

Go to brandmerry.com/stories to get signed up.

Watch the full video below!

P.S. Have you tuned in to The Beautiful Climb podcast? I release new episodes every other Friday on topics around productivity, motherhood, habits, goals and going after the life of your dreams! Check out past episodes and be sure to subscribe at thebeautifulclimb.com

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

5 Examples of Brand Storytelling to Incorporate into Your Marketing Strategy

Before we dive in, I’m about to blast you with stats on storytelling.

Why?

Because I need you, as a female business owner and brand, to understand that storytelling should play a role in your marketing efforts.

If you want to make money that is.

Strong statement? Well, let’s dive into it.

Storytelling makes your content 22x more memorable, which means that by incorporating a single sentence of story into your Instagram or Facebook post your audience might actually remember it in the morning.

Storytelling helps your audience make a purchase decision. We decide to buy not because of facts or logistics, but because of an emotional connection. Nothing builds a connection with your audience faster than the art of storytelling.

Storytelling leads to brand affinity, which when a consumer believes a particular brand shares common values with them. You want this! This is what leads to customer loyalty.

Storytelling helps you stand out online! I know you want this, every brand owner does. The truth is it might feel crowded in your industry so why not utilize as many tools as possible to reach your target audience. Storytelling allows you to differentiate yourself in an authentic way.

Ok, you ready now?! Before I dive into micro stories, where to share your stories and specifically four stories you can share as part of your business I have a special invitation.

If you’re already sold and want to learn how to incorporate this into your brand strategy, sign up to watch my free masterclass at brandmerry.com/brandmasterclass.

Now, onto the teaching!

TYPES OF STORYTELLING: MICRO-STORIES IN BRANDING

Last week on the blog we talked about repetition in marketing. Basically, I shared that repetition is a must and something you don’t want to shy away from.

Repetition allows your audience to not only see your content but also resonate with it because we all know sometimes we need to hear something more than once! 

The trick with repeating stories online is that you want to modify, change the emphasis and retell the stories as needed based on your launches, timely events and updates. You can read last week’s post here.

Micro Stories are everyday stories you can share that engage your audience and relate to your audience, specifically where they are in their journey. 

Micro Stories are there to expand and complement your Brand/ Founder’s Story. We often see these stories on social media, in email marketing, on video and more.

The truth is you can incorporate storytelling into EVERYTHING you do as a business owner.

5 EXAMPLES OF BRAND STORYTELLING

So many entrepreneurs never think of sharing their story outside of their Brand/ Founder Story, but that’s only a small piece of the puzzle. 

You can’t share your brand story every single day on social media and every offer you create needs a little more attention than just how your business was started.

This is where different types of stories come into play.

The five stories to tell as part of your business are:

1. The Testimonial

2. The Transformation

3. The Behind-The-Scenes

4. The Value

5. The Disrupt

Let’s break each of these down.

1. THE TESTIMONIAL STORY

The stories you share in business don’t have to be your own, they can be stories from your client and community members. This is a great way to share social proof and do more than just post a 2-3 sentence testimonial on your website.

When asking for feedback or testimonials be sure to ask multiple questions about where your audience was, where they are now and what changed for them. Along with your testimonial statement, you’ll be able to use this information to tell stories on social media and in your email marketing that helps your audience make a purchase decision.

Bonus Tip: Videos are a great way to share stories. Have your client create a short video sharing their story and share it during your next launch or promotion.

2. THE TRANSFORMATION STORY

The transformation story can fall into The Testimonial story above, because who doesn’t love a great before and after. If you’re in fitness, health, wellness, products or even service-based you can use the transformation story constantly.

Here are some examples:
Fitness - Share a before and after photo of a client or yourself
Product (Skincare) - Share a before and after photo of someone using your product
Graphic Designer - Share the before and after of your client’s graphics

The possibilities are endless.

But, I’m going to encourage you to think a level deeper and share your own micro transformations. Think of the things happening daily that your audience can relate too.

Some places to start are moments of “failure,” mindset shifts, overcoming obstacle and stories of success. Seriously, I bet if you sat down with pen and paper right now you could come up with at least 20 posts.

3. THE BEHIND-THE-SCENES STORY

These are great stories to show what you do and your process in business, as well as build trust with your audience.

Human to Human or Relationship-Building Marketing is on the rise. People want to know the brand they are investing in. One of the ways to build this trust and go beyond just a product or service you sell is to invite your audience behind the curtain.

Yes, think Wizard of Oz here!

This is one of the reasons I love showing up on Instagram Stories. It’s a simple way to share my day to day, my role as a mother, my love of gardening, our travels and my business. 

My audience gets to see multiple sides of my personality, which also builds Brand Affinity, and as a result, the trust is accelerated.

If you sell a product consider sharing the behind the scenes of how you make the product.

If you’re a coach, show your client calls and trainings.

Show how you manage your day-to-day, the things you love and how you take on the other roles in your life.

These stories are powerful and some of the easiest to start with.

4. THE VALUE STORY

Last week on the blog we talked about identifying your core stories early on. These core stories include:

+ Your Founder/ Brand Story
+ Your Mission and how it came to be
+ Your Why or Purpose Story
+ Your Value Story

It is important that as a brand and business owner that you create these micro-stories that show your values in action, affirm your values and share why you have these values.

For example, one of my values is authenticity. That's just not a word that I like to use for marketing, I truly believe it to my core. I share that value in my stories because I want to attract people who share the same value.

This is where Brand Affinity becomes so powerful because brand affinity is that shared mission, those shared values. It goes much deeper than someone saying, “Oh, you're cool. Oh, I like your product or your service. Let me check it out.” 

It's much deeper than even trust, it’s a shared value.

Share these values to bring in the people that align with your values, the things that are important to you, and let the others drift away.

5. THE DISRUPT STORY

When it comes to the Disrupt Story, I’m slightly obsessed. I believe this story is an excellent way to share your values and your beliefs and separate you from others in your industry.

You know you have an industry standard or common thread of beliefs in your industry. You see them in every Facebook group and on websites that all start to look the same.

Think about your own business, your superpower, your teachings and pull out the pieces that go against the grain.

For instance, last year I did an entire email series called Behind The Brand. I called out beliefs inside the industry around branding. Some examples were:

+ How the industry defines success
+ The truth about templates and how they create inauthenticity and a copy and paste culture
+ Transparency and vulnerability as a business owner

I also talk about the power of a brand and why I believe that without a brand you don’t have a business, something that goes against other mentors and coaches who “skip” branding.

These types of stories have allowed me to talk about my business, but also call my audience to speak up. When I share the disrupt stories I always attract new community members, increase my engagement and sign clients.

People want transparency, authenticity and something different. This story does that!

Here’s an example of The Disrupt in action.

CONCLUSION

Storytelling is one of the coolest practices to not only enhance your brand but also get it started on the right foot.

It’s really about being grounded in your authenticity, understanding your voice, understanding your values, and sharing that to again, attract the right people and repel the wrong ones.

This is where all great marketing and messaging comes from.

You now have five examples of brand storytelling outside of your Core Founder Stories to get started with; count those and you have nine.

There is no reason you can’t get started sharing stories through your marketing right now!

If you’re ready to learn how to better incorporate storytelling into your brand as a whole, including your ideal customer, then you want to sign up for my free class where I’m sharing the Build a Better Brand Method.

Details can be found at brandmerry.com/brandmasterclass

Watch the full training video on Examples of Brand Storytelling below.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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- READ THE LATEST POSTS -

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

Sharing Imperfections in your Personal Brand Storytelling

Sharing Imperfections in your Personal Brand Storytelling

BY MICHELLE KNIGHT

A few weeks ago I shared a post on The Art of Storytelling in Business, you can check it out here.

And that post gave a lot of information on what makes a great story and why storytelling is essential when building an online brand and business. But, there is another part of the brand storytelling process that, if not addressed, will stand in the way of you actually sharing your story.

It’s centered around three of the most uncomfortable words available...vulnerability, transparency and imperfections.

I know, right? Uncomfortable!

But, the truth is this is the point of brand storytelling and why it freaking works so well.

If you have a fear of sharing too much in your storytelling…
Don’t want to seem as if you are imperfect or don’t have it all together…
Or struggle to identify if a story should be shared…

Then this post is going to be just what you need.

If you prefer to watch/listen to the post, you can check out Episode 22 of my weekly show Mondays With Michelle by scrolling down.

86 percent of consumers say that authenticity is a key factor when deciding what brands they like and support.

Vulnerability in Marketing and Branding

Brené Brown describes vulnerability as, “uncertainty, risk, and emotional exposure." It's that uncomfortable feeling we get when we step out of our comfort zone.

So of course sharing our story, in the beginning, especially, is going to be uncomfortable and feel vulnerable if you’re not used to it.

But we sometimes mix this uncomfortable feeling of vulnerability with the idea of oversharing. Vulnerability is not oversharing in and of itself. As Brené states in her Netflix special, “Vulnerability is not disclosure.”

Vulnerability is not about sharing everything, that’s just bad branding, but even just sharing those small stories in the beginning can feel uncomfortable and vulnerable. 

When I first started I was so scared to talk about the birth of son Cal, or the fear of leaving my 9 to 5 or opening up about my failed-attempts at meditation. But, as I shared those stories and vulnerabilities with intent I found my audience was more engaged and my emails received more responses because I was being relatable.

A brand that shares a story and is in tune with their ideal customers’ emotional state builds empathy and if you tell your stories correctly can also build authority. These elements are essential when building an online brand.

So, now that we know vulnerability is NOT sharing everything online or posting for validation, we can talk about transparency.

Transparency in Brand Storytelling

When it comes to transparency in business it’s important, as your business grows, that you share information on diversity and inclusion, revenue growth and hiring practices, and this is often what we think of when we talk about transparency in business.

So why is transparency important?

66 percent of consumers think transparency is one of the most attractive qualities in a brand.

But, transparency can go even further as it applies to your storytelling. Transparency in storytelling, much like vulnerability, does not mean sharing your journal online or posting every detail of your life and business, it does, however, mean being truthful and authentic.

One of the most important aspects of storytelling is that the stories you share while marketing your business are true and authentic. It’s important that the stories you tell aren’t falsified to position you as an expert - that’s just bad business and I promise will blow up in your face!

This is why having clear brand values and a mission statement is so important when establishing your brand. As you move through coming up with stories to share, keep these three questions in your back pocket.

Are you being truthful?

Are you sticking by your values and mission?

Is what you’re sharing authentic?

Remember, the biggest false belief people have about storytelling, and the reason so many people fail to get started, is they don’t want to share everything...you don’t have to.

How to Share Imperfections and ‘The Messy Middle’ in Storytelling

So now that we understand vulnerability and transparency as it applies to storytelling, let’s talk about imperfections or ‘The Messy Middle.’ 

How do you share stories and when do you share stories that feel raw?

I’ve got a couple of rules here that you will want to steal, so grab that notepad.

RULE #1: IS IT SACRED?

It’s important to make sure the stories you share feel aligned, so you need to ask yourself, “Does it feel good to share this story or a small part of this story?”

As I mentioned in the blog a few weeks ago, storytelling is not about a period in time, but a moment in time. If the period as a whole doesn’t feel good, can you strip it back and share a moment.

Example: When I was sharing about the birth of my son in the beginning I was still in the postpartum experience and it felt raw, but I knew it was an important part of my story as it related to my brand. So I chose the parts that felt good to share, including why I started my business and what it was like to build the business with a baby. As time went on and my brand evolved I would share more and more.

So ask yourself if what you’re wanting to share actually feels good and if it feels better to strip it back, then do that!

RULE #2: DON’T SHARE IT WHILE YOU’RE IN IT

Remember, you’re building a business not just talking to your friends on the internet, so the stories you choose need to be strategic.

As a business owner it’s important that no matter how vulnerable or transparent you are, you still need to be the guide for your ideal customer. If you’re going through something at that moment and are wondering how to share it, it’s going to be hard to be the guide or show the value.

You’ll notice in my business I don’t talk about life as it’s happening, in fact, I rarely post in real-time even while traveling. I wait till I’ve experienced something and then I weave it into my content by telling a story.

An example is in 2019 when we started traveling I had a hard time navigating this new schedule and lifestyle. That was hard and I was in it so I didn’t talk about the hard stuff openly on social media. As time went on and I got my grounding I could talk more about it and share the lessons I learned as a way to provide value to my audience.

So, remember if you’re in it don’t share it. Take the time to go through it and look back on the lessons you learned so it provides value to your audience.

RULE #3: IT MUST PROVIDE VALUE 

Arguably the most important part of the storytelling process is your audience. Although the stories might be yours they aren’t for you. When you’re sharing stories as part of your brand and business you want to make sure they are of value to your audience.

When you think of these stories, run them through my 2-part question test…

“What value does this story provide my audience?”

“How does this story build trust with my audience?”

If you can’t answer these questions with clarity, no matter how authentic, transparent or vulnerable they might be then it’s not the right time to share them. Put them away in your story bank and come back to them later.

CONCLUSION

Flaws and quirks make your brand more human and human to human marketing is the best strategy you can have in 2020 and beyond. It’s why video is working so well, why brands have podcasts and why storytelling is having a MOMENT!

Don’t allow your perception of flaws to keep you from showing up for your audience, especially if they are things your audience can highly relate to and find value in.

If you are wondering…
...how to tell stories online
...what makes a great social story
...how to choose your stories
...how to identify and share your brand story
...and more than I want to invite you to my upcoming workshop happening on July 30.

The Tell Better Stories Workshop is a 2-hour led LIVE workshop where I will teach you how to become a better storyteller online. Learn more at brandmerry.com/stories.

WATCH OR LISTEN TO THE CONTENT IN THIS POST BELOW.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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- READ THE LATEST POSTS -

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

The Art of Storytelling in Business to Build Trust and Make Sales

The Art of Storytelling in Business to Build Trust and Make Sales

BY MICHELLE KNIGHT

Every single day I am messaged or approached by someone who is concerned with their Brand Story.

And while understanding and framing your Brand Story in the best way IS important, it's not the only story you should be sharing online...

…and, dare I say, it's not even the one that's going to build the most trust or lead to the most sales.

It's the everyday stories you share on video, via email and on social media that make the biggest connection with your audience.

These stories make your content 22x more likely to be remembered and I don’t know about you, but I spend a lot of time and energy crafting content for my audience so I’d like for it to be remembered!

However, so many entrepreneurs struggle to figure out what stories to share, understand the core pieces of a great story and how to effectively write for social media.

And that’s because…

1. It doesn’t come naturally to many of us, myself included in the beginning.

2. So many people make storytelling so freaking complex when it doesn’t have to be.

But, I've spent the last 4 years studying, testing and getting results from sharing stories on social media.

In fact, everything I write in my business is centered around story and I’ve built a multi 6-figure business by sharing stories online #nojoke

So, let's just say I know a thing or two around this whole storytelling on social media thing.

What’s important to understand is:

• The importance of story in branding and how to use it to break free from the algorithm and social media chains currently keeping your brand from its full potential.

• What makes a GREAT story online and why it’s not really about you!

• How to start integrating storytelling into your content to build a deeper connection and trust with your audience.

And lucky for you, this blog is going to cover just that.

I’ve also got a video training below if video is more your thing!

MY JOURNEY WITH STORYTELLING IN BUSINESS

A little backstory on me. I started my business with just an idea, seriously I wanted to help women design their website and brand. I spent months building that business until I wasn’t seeing results.

So I did an exercise, I looked at my story and my past to try and determine what I could build a business around that lit me up and made an impact. I had determined that not only was I not making money because my messaging and marketing was off, but because I didn’t actually want to do the things I was trying to sell.

I went deep into my story, performed my niching down exercise I shared last week and came out with the idea that I wanted to help women experience more time, financial and location freedom, but how?

I decided that I could do that by helping them build profitable brands, so I started showing up and sharing more of my own journey, my own experiences and sharing so much more of my story.

My community began to grow and I almost instantly started signing clients. I kept going and tapped more and more into my story to scale my business to multiple 6-figures.

Yes, my brand is the center of how I’ve created a successful business, but even further down it’s been the power of story.

Every single day I’m incorporating storytelling into everything I do and now I’m going to share with you how to do it too!

WHY STORYTELLING IS SO IMPORTANT AS AN ONLINE BUSINESS AND BRAND

I like to use the Ice Cream Sundae analogy when talking about your brand and storytelling.

Imagine for a second that your brand and story are the ice cream. The ice cream alone is delicious and something you can enjoy just as it is or you can enhance it to make it even better.

Now, let’s imagine the marketing, funnels, ads, social media platforms, etc are chocolate syrup, nuts and whipped cream. Mix those together and have them stand alone; it’s kind of just a mushy, nutty sweetness. Definitely not as good as it is with ice cream.

The point is your brand and story can stand alone and make you money. The marketing strategies can not. You need to have the entire package for those to even work.

You need the whole package.

WHY STORYTELLING WORKS IN ONLINE MARKETING

 
When you add storytelling to your messaging and content it is 22x more likely to be remembered

Not to mention it helps in the decision-making process. A report from Harvard University found that 90% of purchasing decisions are made subconsciously and based on emotional connection. Emotional connection comes from trust and storytelling.

So you’re also more likely to convert your clients into a sale by using storytelling.

AND not to mention the average time someone spends on a website is 8-15 seconds. Yet, this is where all the information about your business is. So, how do you keep them captivated for longer? Storytelling and strong personal messaging.

That’s because storytelling makes your brand:

1. Captivating - pulls in your ideal customer

2. Memorable - at the front of their mind, even as they scroll

3. Trustworthy - builds an emotional connection to you and your brand

WHAT MAKES A STORY GREAT ON SOCIAL MEDIA (or anywhere)

The key to great storytelling isn’t you.

Sorry to burst your bubble, but great storytelling is about your audience.

This is a hard switch because when we first start tapping into our story for our business it often looks like our Brand Story and About Me Page.

And those pieces are important, but so many entrepreneurs stop there. 
They might be the only two ways a business owner incorporates story.

But, if someone decides to go further they tend to carry this framework over into our marketing is only going to hurt us.

And, that’s because what makes a great story memorable and captivating is that the person (your audience) can see themselves or relate to your story.

The key takeaway from all of this should be that great storytelling isn’t not about you, it’s about your audience.

THE 3 PHASES OF STORYTELLING IN BUSINESS

Phase 1: The Beginning

This is your niche, brand story and the overall direction for your business.

Remember, when I said I couldn’t determine what I wanted to do, until I tapped into my story? This is how we use storytelling in the beginning. We dive deep into our own personal journey to determine a great deal of our brand foundation.

Phase 2: Showing Up

This is when you start sharing your own experiences and story, as it relates to your niche and audience (more audience focus here) to showcase your expertise.

You’re building your momentum online and starting to incorporate story into your content (it no longer just lives on your website).

Phase 3: Messaging and Marketing

This is my favorite stage and the one you’ll hang out in for the majority of your business.

At this stage you’re getting to know your audience more and more and artfully framing stories around their need and desire. 

Phase 1 and Phase 2 should last no more than 30 days, it’s the business creation/foundation stage and something I walk you through in my program You! Branded youbrandedcourse.com, then you move into studying your audience and writing stories for them.

This is where sales really start to amp up.

3 THINGS TO KEEP IN MIND WHEN SHARING STORY ONLINE

1. Know you and your stories

You need to feel good about the stories you are sharing online. Not every single story needs to be shared, even if it’s great for your audience. If you don’t feel good about sharing it you won’t want to share.

2. It’s not about you

Stop guessing when it comes to what types of stories your audience will appreciate and resonate with. Do the work, and by work I mean Market Research.

3. Incorporate Emotionally Charged language

Part of storytelling is incorporating emotion, that’s why it works so well after all. You can do this by tapping into the pain and pleasure of your ideal customer in your copy.

HOW TO FIND YOUR STORIES TO SHARE ON SOCIAL MEDIA AND BEYOND

The first thing I want you to remember is a story for your business is not a period in time, it’s a moment in time.

What does this mean? 

It means that when you’re choosing stories to share online to build trust and make sales, you’ll have much more luck and feel less overwhelmed when you’re focusing on a very specific moment.

For instance, I wouldn’t share a story on the birth of my son, I would share a story on how the birth of my son forced me to embrace vulnerability.

This is specific!

The second thing to keep in mind is that storytelling can, but doesn’t always have to be the entire piece of content. In fact, sometimes you will want to use a small sliver of story just to connect, but then go into teaching or selling your product or service.

Even a single line can be a great story.

EXAMPLE #1:
When I was sitting in a hotel conference room and heard the presenter share that story made content 22x more memorable, I knew I was on to something. I had spent 4 years sharing story to build a successful 6-figure business and knew I needed to teach other women to do the same.

Story part: A moment when I heard something, the stat I heard, how long I’d been in business, the success of my business and my ideal client and mission.

EXAMPLE #2:
Do you struggle to feel confident on social media?Does it feel as if the algorithm is always out to get you?You take so much time to create content, only to schedule it and watch it fall flat?

Today I want to share…

Story part: Highly relatable pain points my audience has expressed, painting a picture of what they are going through.

So not only should stories be very specific moments in time, but they can also be very short and used to enhance the content you’re creating.

Watch the video below for 6 types of stories to get you started. 

CONCLUSION

If you’re running an online business you need to make storytelling your top priority.Not only is it going to enhance the return on the content you’re creating, but it’s also going to help you increase sales and build your personal brand.

If you’re interested in building a personal brand, deeply rooted in storytelling then I’ve got a free gift for you.

Grab the Personal Roadmap below.

DOWNLOAD THE FREE GUIDE

P.S. I know I didn’t talk about your Brand Story above, but it’s still a fun way to start. Read this blog on How to Identify Your Brand Story.

P.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.

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- FREE GIFTS YOU'LL LOVE -

DISCOVER YOUR BRAND STORY IN UNDER 5 MINUTES

START HERE ↠

LEARN HOW TO WRITE AN ‘ABOUT ME’ PAGE THAT CONVERTS

START HERE ↠

MAP OUT 30 DAYS OF CONTENT IN UNDER AN HOUR

START HERE ↠

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MEET MICHELLE

Hey there, I'm Michelle Knight and I an online branding and marketing consultant for female entrepreneurs.

I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.

I'm obsessed with living a life of freedom, so much so, that my family and I now travel full-time while running my business from the road.

This blog serves as a home base for all things branding, marketing, content creation and more.

EPISODE 03 | The Power of Story and Public Relations

The Power of Story and Public Relations

Free to Be Podcast | Episode 03

In our first official interview on the Free To Be Podcast I’m excited to share the amazing capsule of knowledge that is Monica Woodhams. Monica is not only a friend, amazing female entrepreneur with years of experience but my own brand publicist.

Monica and I share a deep love for Public Relations (PR) and the power it has to connect people and catapult your message into the spotlight. In today’s episode, we are diving deep into the differences between PR and social media, how to get started sharing your story and what Monica’s journey into entrepreneurship looked like.

She’s ending the episode with a Golden Nugget of inspiration for you and a personal challenge. Trust me this advice will save you years of wondering, living in fear and completely change the way you go after your dreams.

I’m sharing a little life update on my trip to Paris and Iceland and some exciting news on how we can work together to create your life of freedom.

Things we talk about in this episode:

• The difference between PR and social media.

• The importance of story when it comes to connecting with your audience and getting featured.

• What to pitch, even if you're just starting out and have no idea.

• The importance of a great pitch and Monica's tips for making it your own.

Monica Woodhams

Monica Woodhams is a publicist and founder of Confessions Media, an agency specializing in strategic lifestyle public relations and podcast management. She's also the host of the Influencer Girl Lifestyle Podcast where she interviews influencers, celebrities and 7-figure business owners with global brands.

As a publicist for entrepreneurs and influencers, her clients are able to increase their visibility so that they are known as the leading experts in their industry.

Monica believes that when lifestyle and branding come together, the stories that her clients tell through podcasting, social media, and publications resonate deeper with their audiences.

CONNECT WITH MONICA

FB Group: https://www.facebook.com/groups/therootedbizbabe/

Insta:http://instagram.com/monicawoodhams

Important Links Mentioned in This Episode

Join Your Brand New Adventure in September to Save 70% off + $100 of every purchase benefits The CJ’s Journey Foundation

CJ’s Journey Foundation

My must-have skin care when traveling: Lola Jane Naturals

CONNECT WITH ME

Web: brandmerry.com
Instagram: @brandmerrycoaching
Facebook: @brandmerrycoaching
Biz Group: Authentic Brand Builders

LOVE THE FREE TO BE PODCAST?

I kinda secretly hoped you'd say yes! I love you right back lady and I'm so honored you tune in every week for massive inspiration. I've got a favor to ask. Would you be so kind as to leave a review of the podcast on iTunes (if you haven't already)? It means so much to me to read your reviews + it allows more people to get their hands on the amazing interviews and content. Let's spread the love, shall we? REVIEW ON ITUNES ↠

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