Storytelling is probably the most powerful invention ever created

Stories tell us who we are and where we came from. Stories unite us. Stories inspire us to move mountains.

And the most powerful stories you’ll ever hear are the ones that include you.

So when you’re building a business it feels right to tell your story. Who wouldn’t be touched by your dream and inspired by your grit?

If you’ve ever achieved anything, then of course you have a story worth telling.

The only problem is that the people you want to attract, your customers, probably aren’t in your story.

So how do you build a story that attracts more customers?

The secret is… the story is not about you.

Have you heard the one about the woman with a sore back?

Once upon a time there was a woman who woke up every day with a sore back.

Then, one day when she could no longer bear the pain, she decided to do something about it… yadda, yadda, yadda… and then she lived happily ever after.

So what happened in the middle bit?

Maybe she bought a new pillow. Or a new bed.

Perhaps she took a painkiller, rested a few days and it all went away.

Or maybe she found a physiotherapist who treated her over a few days to correct some muscle imbalance and recommended she buy a new office chair to help support her posture.

Whatever happened in the middle, the point is, it’s her story.

And if you were trying to sell her a pillow, painkillers, physiotherapy or any other remedy to fix her sore back, you will only ever show up in the middle (probably towards the end) of her story.

But you are not the knight in shining armour. This story is not about you.

What’s your customer’s story?

This story is about the woman with the sore back who found the cure to her pain and returned to live a normal, happy life.

Can you imagine this woman at dinner with her friends telling this story…

“Guys, listen — the most amazing thing just happened!
There was this guy, a physiotherapist and he built his own practice and he treated all these clients. And it was hard. He had pressure from his parents, and there was a financial crisis and his dog died.
But every day he kept showing up and helping his clients and he kept reading all the latest research and he helped out at the local footy club on weekends and he developed this unique four stage approach to treatment which ensures you achieve a wholistic alignment.
And one day there was a woman with a sore back and he fixed that too and he’s just so amazing.”

Probably not. Perhaps something more like this…

“Hey guys, so you know how I had a sore back for ages? Well, it’s fixed. I found this great physio who gave me these exercises which I had to do. He also helped me find a new office chair which is incredible and now I feel amazing!"

Your customer is caught up in her own story

By the time your customer finds you, they’re already halfway through their story.

So the starting point for any conversation — whether it’s in person, on your website or on social media is to first see their story.

The aim is not to show that you know your topic. The aim is to show that you know their pain.

The aim is not to show that you know your stuff. The aim is to show that you know their pain.

How you show up and where you fit in depends entirely on where your customer is up to in their story.

Are they at the beginning?

If so, your only job is to help them understand their problem. Nobody buys a solution before they understand what problem they’re solving.

Talk about problem A versus problem B. What's the difference? How do you know? What are the common symptoms?

A few simple articles on your website might help them get their bearings so they feel informed and confident before they start exploring solutions.

Are they weighing up options?

They might be further along. So then your job is to help them compare and evaluate.

Talk about the various options and make it easy to see the difference. Who would choose option A? Who would choose option B?

A demonstration video on Facebook might help them see the pros and cons of some different options.

Or are they ready to make a move?

They might have done all that and now they need to decide. Maybe they just need a little nudge.

A high-value offer, dropped in their inbox, might be what they need to finally cut through the excuses and solve the issue once and for all.

Start with your customer’s story

As we stated earlier, stories are powerful. And the most powerful stories are the ones about us.

So if you want your brand story to move your customer, you must tell it from their point of view.

Whatever stage they’re up to, you are the trusted guide, here to show them the next step.

Of course, you have your own story, and there is a place for that, but that’s not where you begin.

The starting point is always the middle of the customer’s story. And the goal is always their happily ever after.

So the bad news is, you don’t get a shiny suit of armour.

But the good news is, once people hear of your wisdom, they’ll all be beating a path to your door.

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Photo by Mikael Blomkvist

How to build a story that attracts more customers