Myth & Memorability

Your story or the story of your business is a major selling point. People love a good story. By telling your story, you create your very own myth. This is not saying that you’re Hercules. This is allowing you to define yourself, rather than the receptionist who might answer your phone or the words from one unhappy customer.

Ideally, of course, all the people who answer your phone are brilliant conversationalists and your customers are effusive about your fabulousness. But the reality is that you can stay somewhat ahead of naysayers by communicating your story across your media.

You might be asking, who cares about where I came from? Customers do. People like to do business with people. If you show your history, including the work ethic you got from your granddad, the family history of teaching and training from your mom, the community connection you have with your children and your high school sweetheart, you create a picture. You become someone approachable, someone with expertise, someone others want to work with.

President Obama, politics aside, did a brilliant job of creating a personal myth. He published Dreams from My Father, then The Audacity of Hope, before he was president. Because he decided how his history would be interpreted, he saved himself dumpsters worth of hassle. That’s part of the reason that he’s now not just a president; he’s a superstar.

If you have mad writing skills, put a compelling story of your life and business together. To make it marketable, you want to tweak everything in the direction how these things make you listen better, work harder, know more, and on. Remember, you are establishing a competitive advantage through your person.

This is not a confessional, but neither is it the place to unnecessarily embellish. Most people have learned to smell B.S. from a long way off. The truth will sell you best.

The other thing you don’t want—a chronological timeline. Trust me, no one cares. Focus instead on vignettes and scenes. Anecdotes and life-changing moments are good. But keep it concise. A book is good for the POTUS, not so much for your marketing materials.

Some options for communicating your compelling story are press releases, website bios, Facebook posts, customer information pack, programs for your seminars, newsletters and more.

For an executive, medical professional or business owner, this kind of story is ideal. You need customers, clients or patients to remember you. The busier you are, the better it is to find a marketing guru who can professionally present your story in an approachable story form.

If you don’t have writing chops, don’t attempt to do this yourself. There are no rewards for writing martyrdom. If you THINK you can do this you can’t. Best to concentrate on your areas of excellence—you’ll make more money that way.

If you know you can write this for yourself, have a go. If you’re not done in five hours or so, you have bitten off more than you can swallow.

I’m Ellie White-Stevens, Marketing Guru. I can interview you and write your experience, or edit what you’ve written. Just call 770-301-8706. I also offer free marketing advice. I’ve got years on years experience writing compelling stories for professional and charitable organizations. If you are in the South Metro Atlanta Area, I’ll come to you. Or call to see how we might approach your story and find out how I can help you win in business.

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