Your personal story is an essential “magic key” of your brand and ability to attract new clients.
It’s the thing that sets you apart from others in your field because it’s YOUR story, and not a single other person on this planet has your unique set of experiences, challenges or perspective.
Your story is essentially the narrative of your hero’s journey, revealing some of the hardships you’ve experienced, the ultimate challenge you faced, your turnaround moment, the steps or process you discovered to resolve the crisis, and, as a result, how your life is different today.
It gets to the heart of your “why”–why you are inspired to do what you do.
Here are 5 reasons why sharing your story is a “magic key” to attracting your ideal clients with ease:
1) Sharing Your Story Eliminates All Competition.
What’s true is there’s only one of you. And there’s only one story like yours.
When you share your hero’s journey, your personal why and your stand in the world, this becomes an essential part of your unique brand. Your particular perspective and set of experiences is unlike no other.
And by knowing and owning your story–and sharing it with the resonant audience you’re meant to serve–you literally eliminate ALL competition!
2) Sharing Your Story Makes You Relatable.
When your audience hears that you’ve struggled with things that they’re struggling with now, you become relatable.
You seem like a real person to them who has had her share of life challenges. And your clients will often think, “Well, if she’s struggled with this, figured out a solution, and is now enjoying the success I want, maybe I can have that, too!”
3) Sharing Your Story Creates an Emotional Connection with Your Audience.
People buy primarily from their emotions.
When you authentically share your story with prospective clients—via presentations, workshops, a free consultation, social media, your website—you tap into the emotional center of their brain, called the amygdala.
This is where true connection with your ideal client resides, and creating that bond with them is the real key to inspiration, influence–and sales!
I remember when I was interviewing virtual assistants for my business last year I spoke with one who seemed like she had all the right technical and administrative skills I was looking for. But when I asked her to share something about her personal life, she immediately clammed up. I knew right then that I couldn’t work with her, as I value having an emotional connection with the people I surround myself with.
4) Sharing Your Story Positions You as an Expert.
Sharing your story gives you the opportunity to position yourself as an expert–an expert who has been where your ideal clients are now, and knows the pitfalls and roadblocks. An expert who has traveled the path they’re currently on and can literally light the way and take them to the results they are wanting in their own lives.
This gives potential clients a lot of confidence in your offering and creates that know-love-trust factor.
5) Sharing Your Story Gets Clients Excited to Work With You!
Not only are you more relatable to your audience when you talk about a challenge you’ve faced and the steps you took to overcome the obstacles in your way, you also plant the seed of possibility for your ideal clients.
Telling your audience about some of the wonderful successes you’re now enjoying in your life shows them what’s possible in their own lives. That gets them excited to work with you—because they want those same results!
So, in brief: share your personal story at every opportunity! When done well and in front of your right and resonant audience, it literally magnetizes your ideal clients to you.
Be sure and include a 3-5 minute version in each of your presentations, webinars, classes, workshops, and free consultations. Include a version of it in your newsletters and email campaigns, social media posts—and, of course, the “About Me” page on your website. Here’s an example from my own About Me page.
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