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How to Tell Stories To Connect With Clients Who Don’t Resemble You At All
The usual advice to tell stories about yourself will actually work against you. But you can still use storytelling as a powerful marketing tool.
As an entrepreneur, you’ve been advised to tell stories. Specifically, your stories. Stories about you and your life.
The idea is to build ties with your audience by sharing common values, interests, or experiences.
A lot of those stories end up like those old Norman Rockwell paintings…evoking warm, fuzzy feelings associated with happy memories.
These stories are told to reach a broad audience, so they reinforce our beliefs about “what everyone does.”
Thanksgiving in the US? The family’s gathered around a table, and someone’s serving a beautifully browned turkey.
We see these stories when the business owner follows the common advice to “start with a story.” The stories become a metaphor for lessons that apply to business.
For instance, a story of weeding a garden leads to advice to prune unnecessary commitments from your business.
