How To End Confusion Around Your Offer And Gain Your Prospect’s Trust

The secret is to find their backstory.

A few weeks ago I was talking to a business owner (I’ll call her Liza) who told me that her biggest frustration was explaining what she offered.

Her concern was justified. Like so many solopreneurs, she offered services that hadn’t existed as recently as five years ago.

“I have a two-sided problem,” Liza said. “I’ve got to find a way to communicate what I offer to my prospective clients.

“But that’s not all. I’ve been putting off hiring a coach, a copywriter, and even a designer. They don’t get me. They don’t understand that my clients won’t respond to claims like, ‘If you don’t sign up for this offer, you might as well go out of business.

“I’d never recommend that line to anyone,” I said. “The clickbait era has passed. And good riddance.”

“I’ve been advised to tell stories,” said Liza. “But what kind of stories?”

Liza needs 2 kinds of stories: stories about how she helped clients — success stories. She also needs stories of how her clients developed a need for her services — the client’s backstories.

Success Stories