You don’t tell your story just to hear yourself talk. Instead, you use your story strategically for the following reasons:
To Build Credibility
Tell prospects about your background, credentials and successes to let them know why they should listen to you. Offer proof whenever possible.
For example:
- If you’re sharing copywriting information, then share your story about writing million-dollar sales letters while working for a major ad agency.
- If you’re teaching people how to lose weight, then prominently display your nutrition and exercise certifications on your site.
- If you’re teaching people how to write a great romance novel, then share information about awards you’ve won for your romance novels as well as information about which of your romance novels were on the bestseller lists.
To Introduce Yourself to Prospects
The idea here is to tell new visitors to your website who you are and what your business can do for them. You’ll want to include relevant education and work experience, and how that experience makes you the BEST person in the niche to solve your prospect’s problem.
To Connect With Prospects and Customers
This is where you use your stories to bond with your prospects and build relationships with your visitors. Your stories may talk about how you struggled to overcome the same problem as your prospects are now facing. You might also share embarrassing stories or stories about the mistakes you’ve made, both of which will humanize you so that users can relate to you.
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For example:
- Overcoming a problem: You can tell people who are struggling to lose weight how you had the same problem all your life. However, you finally discovered what works so you could lose weight, and you even went on to become a fitness model.
- Embarrassing story: You can tell dieters on your list your most embarrassing gym stories.
- Mistakes: You can tell dieters about how your mindset and/or behaviors held you back, such as believing that an extremely low-calorie diet would work over the long term.
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Keep Reading: What to Include in Your Story
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