Stories move people. They inspire us to believe in something and motivate us to take action.
And these days, your potential clients will decide to work with you based on their belief that your values and agendas align with their own.
That’s why one of the best ways to attract the right clients to your business is to connect and build trust with them by sharing your origin story.
By telling your origin story, your audience will learn who you are, why you do what you do, and what you had to overcome to get where you are today. That information helps them better understand your mission as a personal brand so they can decide if working with you is a good fit.
What makes for a great origin story?
Authenticity. If you want your ideal clients to be able to relate to you, you need to be real with them. You don’t have to have everything figured out to be seen as an expert in your field. On the other hand, don’t shy away from declaring your expertise because you’re afraid to come off as a know-it-all. Find the balance. And if you have a unique perspective on a common topic in your industry, claim it!
Relevancy. Share challenges and struggles you’ve experienced in a way your audience can relate to. They want to know your story but more importantly, they want to know how your story relates to their story. Shared hardships build trust and forge relationships.
Vulnerability. I have a love/hate relationship with vulnerability in marketing because a lot of people are just BSing their way through it but the reality is being open and honest with your audience shows your humanity. Let’s face it, no one relates to perfection. If you want to evoke emotion and tap into the aspirations of your audience, you have to be willing to share the mistakes you’ve made along the way and how they’ve made you a better version of yourself.
We all crave connection more than almost anything else. We’re drawn to personal brands that invite us to become part of something bigger than ourselves. Creating a connection with your ideal clients by sharing your origin story is one of the most effective ways to build a relationship with your ideal clients and create a community of raving fans who will become the biggest advocates for your business down the line.
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