Why worry about your story? So often we tell the story of our business, but disregard the value of the ingredient of our personal story; it’s your experience , your struggles and your subsequent successes that can create a real emotional connection to your potential clients or customers.

It is the connection that helps them to see that you are like them… that you can understand where they are, and you are living proof that you have the solution to help them with their problem. Video and visual media can put you in the position to create rapport with your audience, your story can secure it, and move them closer to action (becoming a client, customer or even a sponsor).

Of course we have more than one story, and other stories can be used throughout your marketing, interviews and videos to create metaphors, highlight problems and solutions. The signature story though is one that can be used in visual media to create your following of enthusiastic fans (aka: clients and customers).

Three secrets to telling your story with success?

1.  Don’t disregard the best part; so often that thing that “no one will want to know” or that “ you couldn’t tell your customers” might be JUST the thing that helps your target market really trust you. Idea: journal your most important moments in the development of your business, or career and share them with a trusted advisor or coach. You might be surprised at what will resonate with others.

2.  Focus on the recovery, not the problem. It’s great to share your struggles and show where you’ve come from but keep the focus on your recovery and how it has helped you see clearly how to help others. Positivity is attractive and empowering.

3.  Be sure to have a few different versions.  Have a short version, 30 seconds to two minutes, for networking and introductory videos. Plus, have a longer version that you can share in a longer format, like on stage or on your ‘about us” page of your website. You may even do slight adjustments to emphasize different elements when you are speaking to a select niche audience.

Spend some time on your signature story. It may feel self indulgent to some, but the ability to help others and increase your business is directly related to rapport with your market, and your unique story is the best way to connect that you’ve got!