Discover the Secrets to Standing Out from the Crowd and Turning Viewers and Followers into Dream Clients

I was struggling.

But, you never would have guessed by looking at me. It was my first year of coaching and from the outside, it seemed I was successful: I had already done media appearances, published a book, and was putting on workshops…

But behind closed doors, I still couldn’t pay my rent. 

I dreaded the thought of going back to my day job, so I put on one last-ditch effort workshop. All my hopes and dreams were riding on it. 

Over 250 people came, but not ONE person signed up to work with me at the end!

I had to take desperate measures. I swallowed my pride and called the last person I wanted to talk to…

My mother.

I wanted her to be proud of me, to prove to her that I could stand on my own two feet and do it on my own. But so far, nothing was working.

We went for lunch and she showed me the proven steps to success as a coach, speaker, and difference-maker that her mentors had once taught her. 

That day, Mary shared with me a crucial element that was the missing piece in my efforts to get clients and grow my coaching business.

And the very next year, I wasn’t worried about returning to my day job, and was able to make a living fulfilling my purpose and calling… 

Because I had made over 100k in my coaching business.

The missing piece that Mary showed me at lunch that day that made it all possible?

It’s none other than storytelling.

If you’re a coach and you’re not seeing the results you would love, chances are you’re not harnessing the full potential of your story. 

Storytelling marketing is not just a buzzword – it’s a transformative approach that can amplify your impact and income. 

This guide will show you how to weave your unique experiences into compelling narratives that resonate with your audience, get them to “know, like, and trust” you, and most importantly…

Inspire them to work with you.

So let’s get to it. We’ll start from the beginning… 

1. Why Storytelling is Important in Marketing

At its core, storytelling marketing is about creating an emotional connection with your audience.

There’s a reason why Coca-Cola ads are so effective. It’s not because of the product (it’s just a soda, after all) – it’s because of the moving stories they tell.  

Facts tell, but stories sell. 

People are more likely to remember and resonate with a good story than with dry statistics or features of your products or services. 

This is especially true for a coaching audience who value authenticity and emotional depth. By sharing your journey, struggles, and triumphs, you can build trust and rapport, making your marketing campaigns not only more effective but also more meaningful.

2. Key Uses of Storytelling in Marketing

Storytelling isn’t just about entertaining your audience – it’s a strategic tool that allows you to build your brand, create engaging content, and drive sales. 

Let’s dive into the key areas where storytelling will boost your marketing:

• Signature Story

Your signature story, also known as your brand story or origin story, is the cornerstone of your storytelling marketing strategy. 

The core message of this narrative encapsulates who you are, why you do what you do, and what sets you apart.

A good brand storytelling helps to humanize your brand and creates an emotional connection with your target audiences. It provides context and meaning to your mission, making it easier for people to relate to you and your journey.

• Content Creation

Integrating storytelling in content creation can transform your messages from mundane to memorable.

The power of storytelling used in content creation is turning you from “another face on the screen” to someone your ideal customer knows, likes, and trusts. 

Whether it’s a blog post, social media update, or video, stories can make your content more engaging and impactful. They help to illustrate your points more vividly and make your content more relatable.

• Story as a Sales Tool

People buy based on emotions and justify their decisions with logic. That’s why a great story can be a vital component of your sales strategy.

A compelling story will create the emotional connection that inspires your audience to move forward with you.

You can use stories to highlight the benefits of your products or services, address objections, show the creation process of your product, and share testimonials that provide social proof backing your expertise.

3. Topics To Engage Your Audience

The first step when it comes to crafting a story is choosing the right one to tell. 

A good story can help you build rapport and connection, demonstrate your competency, and ignite your audience to take action.

It’s normal if at the beginning your mind goes blank and you find it challenging to figure out what to talk about.

But before you think “I have no good stories” or “I’m not that interesting, or special” let me make something clear…

Every single one of us has a moving, powerful story within.

There’s only one of YOU – and the tale of your challenges, wins, setbacks, values, life surprises, discoveries and adventures it’s a compelling story, if you tell it right.

Still, this doesn’t mean that you’ll use every single chapter or day in your life for marketing. There are some topics that naturally lend themselves better to this. 

Your audience is looking for stories that mirror their own experiences and aspirations – so keep this in mind when choosing the type of story you want to tell.

To do that, you have to be clear on who your target audience is and what your niche is (if you’re not sure, you can take a look at our coaching niche finder.)

Here are some key themes to focus on:

– Lessons You’ve Learned Along the Way: Share the insights and wisdom you’ve gained from your journey. This could be anything from practical business tips to spiritual epiphanies.

– Aha! Moments: Those moments of sudden clarity or realization that changed your path. These can be incredibly inspiring and motivational.

– Mistakes You’ve Made (and How They Can Avoid Them): Being open about your missteps humanizes you and offers valuable learning points.

– Misconceptions You’ve Debunked on Your Way to Success: Challenge common myths and provide a fresh perspective based on your experiences.

– Personal Defining Moments: Share the pivotal events that shaped who you are today. These stories can create a deep connection with your audience.

4. Storytelling Principles

Not everyone is born a natural storyteller. The good news is that there are universal storytelling principles you can learn and follow, that will help you capture your target audience’s attention.

To create great stories that are engaging and relatable, follow these guidelines:

– Show, Don’t Tell: 

Use vivid descriptions and details to paint a picture in your audience’s mind. 

For example, if you want to tell the story of the first time you presented a webinar, don’t just say that it was important for you and that you were stressed. 

Instead, describe what the moment looked and felt like. 

You can share how you had to reboot your videoconference platform 3 times before it worked properly, how your palms were sweaty, how you doubted anyone would show up and that paying your rent next month depended on the success of this event…

Can you see the difference?

Painting the picture and showing how things manifest in real, daily life will make for a more compelling story.

– Be Relatable: 

Many people try to look “perfect” when they want to position themselves as industry experts, or establish their authority in their field… 

This is a mistake.

Putting on a mask of perfection will make your audience feel they don’t know who you are.

Your audience wants to see the real you, even with your flaws, mistakes, and vulnerable moments.

That’s how you become relatable to your audience!  

– Connect to Your Audience with Emotions: 

People may not remember the exact details of your story, but they’ll remember how you made them feel. Whether it’s joy, relief, or inspiration, aim to pull their heartstrings.

When using a story, whether it’s in a piece of content or a sales asset, ask yourself the question: “How do I want them to feel?”

– Speak to Your Audience’s Reality: 

Understand their struggles, dreams, and fears. Let them know you’ve been there and you get it. Share stories that they can see themselves in – this helps them feel seen, understood and connected to you.

Now that you know the overall principles of storytelling, let’s take it one step closer to creating a successful story…

5. The Blueprint of A Successful Story

There’s more to storytelling than just telling what happened. You want to take your audience on an emotional ride with you.

That’s why every successful story is built on a proven, repeatable structure. This is called the “narrative arc” and following it helps your audience get hooked on your story, stay connected to it, and find the satisfaction of closure at the end.

I follow a simple, 5-step framework to craft a signature story that sells – The 5 D’s of a Dynamite Signature Story.

This is the step-by-step sequence of this structure:

a. Discontent or Despair: Start with a relatable problem or challenge. This sets the stage and hooks your audience.

b. Defining Event: Introduce a significant event that disrupted the status quo. This is the catalyst for change.

c. Decision Moment: Share the pivotal moment when you decided to take action. This is a crucial turning point in your story.

d. Discovery: Describe the journey and the discoveries you made along the way. This could include new insights, skills, or perspectives.

e. Dream Realized: Conclude with the outcome and how you achieved your goals. This part should inspire and offer hope to your audience.

If you want to dive deeper into The 5 D’s of a Dynamite Signature Story, check this article here. 

Feel free to use this structure any time, whether you want to craft an engaging brand story or a short teaching moment on video – your audience will connect with you and your message!

6. How to Turn Followers, Viewers and Attendees Into Customers with Your Story

Now you know how to create engaging, compelling stories that will connect with your audience…

So, how do you get them to become customers?

In the case of content marketing, this is a crucial point where many beginner coaches make mistakes. There must be a balance between promotional and non-promotional material in the pieces you create.

If you only include promotional material in your content, it will feel “pushy” or “sales-y.” Your target audience may feel that you’re coming on too strong and avoid you (think of a used car salesman).

On the other hand, if you include no promotional material in your content, your audience may feel quite connected to your brand…

But that’s all they will be: an audience. 

You want to extend them an invitation to work with you, so that your ideal clients can take you up on the offer.

That’s where the 80/20 Rule comes in handy. 

The 80/20 Rule is a powerful guideline for storytelling marketing. Here’s how to apply it:

– 80% Non-Promotional Content: This includes your personal stories, teaching points, and tools that provide value to your audience. Share your journey, lessons, and insights generously.

– 20% Promotional Content: After your non-promotional content, subtly weave in your offerings and call-to-actions. By now, your audience is already engaged and more receptive to hearing about your products or services.

So at this point you’ve learned how to craft a compelling personal story that attracts your ideal clients.

Now it’s time to discover the practical use cases of storytelling marketing and how you can reap the benefits of this powerful tool…

7. Making the Most Out of Your Personal Story (and How to Never Run Out of Content Ideas!)

Content marketing and storytelling are a match made in branding heaven.

Social media and content platforms provide the perfect opportunity for masses of people to get to know you, and create an emotional connection with you, at virtually no cost.

That’s why storytelling in content is so popular: it allows creators to go beyond building a following – instead, they create a community that’s emotionally invested and connected with you…

Which means they’re “sold” on you, even before being offered anything!

The best part is that there are many ways to harness the power of content marketing storytelling.

After all, your story is a versatile asset. Here’s a simple guide to leverage it across different platforms:

– Short Stories: 

Use these for social media posts, priming your audience for a new offer, or as short teaching lessons in video format. These bite-sized narratives can keep your audience engaged and curious.

– Longer Stories: 

Integrate these into on-stage presentations, webinars, sales pages, video sales letters (VSLs), or the “about” section of your website. Longer formats allow you to delve deeper into your journey and provide more substantial insights.

*Bonus*: 

Using the power of stories in your marketing isn’t limited to sharing your stories. 

You may also share successful customer stories (with their permission, of course!) as case studies. These success stories can be incredibly persuasive and demonstrate the transformative potential of your work. 

They show your audience what is possible, and allow your prospects to see themselves reflected in their wins. Case studies with a compelling story can get them thinking “If they could do it, maybe I can, too!” 

If you want additional life coach content ideas, feel free to check this guide.

Master Your Message & Attract More Coaching Clients!

In the life coaching field, where authenticity and trust are paramount, sharing your own story can be a game-changer in attracting ideal clients.

Your story becomes the bridge that connects you with your audience, helping them see the possibilities of change and personal growth through your coaching services.

By identifying the right personal story, crafting compelling content, and leveraging various social media and blogging platforms, you can transform your life coaching business into a thriving, client-attracting venture.

Want to get started now? Get on the invite-list for an incredible no-cost opportunity! You’ll get to dive deep with me in an exclusive, 5-day training that can help you skyrocket your success as a coach!

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