Don’t Share Your Story. Do This Instead.

Storytelling for business doesn’t mean you need to bare your soul.

I’ve mercifully forgotten where I came across the advice, “Empathy-based marketing is showing your customer, ‘I’ve been in your shoes.’”
Or worse, “Don’t just think like the customer. Become the customer.”

Frankly, that scares me. If I needed a cardiologist, my first question wouldn’t be, “Have you had a heart attack?”

What clients really want is confidence, expertise, understanding and a judgment-free zone.

Suppose you’ve done something you wish you hadn’t, such as sign a lease without doing your homework. Now you’re sitting in a lawyer’s office, looking for ways to get out of it. Would you care if the lawyer’s done the same thing? Or would you be relieved if she were matter-of-fact, professional and respectful?

Instead of sharing your client’s problem, demonstrate your understanding with copywriting to convey a story in one single pull question. A “pull question” is one that “pulls” the reader into your world.

Pull questions will be especially effective when you’re seeking clients online. I’ve had the experience of clients sending me messages to say, “I want to work with you,” before we’ve had a conversation