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Don’t tell stories that bare your soul. Instead, do this.
How many times have you heard, “If you want to attract clients you must be vulnerable.”
Or, “Share your mistakes and your failures.”
Or, “Show that you’re human.”
One communication coach urges her clients to, “Get naked!”
Fortunately, her website doesn’t come with visuals.
This advice is a good example of how a strategy might work brilliantly for
some businesses, while others should stay far, far away.
(1) Choose your vulnerability.
Relate your background directly to whatever you are selling. For instance, if you’re a relationship coach, you could share the story of your break-up as a way to demonstrate what you learned along the way.
If you’re a business coach, you can talk about your breakup in the context of your marketing. For instance, “Here’s how to run your business when your life is derailed.”
Alternatively, you might show how your tough upbringing helped you become a strong, resilient business owner, but that’s a tougher sell.
