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From attempted suicide to multi 6-figure Storyteller…
Today’s podcast guest is Marshal Gillen. Marshal is on a mission to save a billion lives who save a billion lives with the power of vulnerability and storytelling.
Three years ago, equipped with only a mobile phone and a dream… He set out to prove to the world that you can become anything you want. Over the last 16 months he’s helped his clients generate more than a combined $1M in their speaking & businesses and has been transforming thousands of lives all over the world! Transform your story… transform your life!
Storytelling Musts to Boost Sales
When storytelling through your content, it’s important to implement these tips below…
#1) Speak to your ideal client, not everyone.
Don’t try to appeal to EVERYONE in your story, just focus on storytelling for your ideal client As Marshal says in the episode, “Always be a specialist, never a generalist.”
Use the questions below to get a better idea of how you can speak to your ideal client in a way that resonates & builds rapport…
- What is the external problem of your ideal client?
- What is the internal problem of your ideal client?
- How can you position your message in a way that expresses you you can solve the internal problem, which in turn will also solve the external problem?
- Where are your ideal clients at RIGHT NOW & how can you tap into that?
- What does your ideal client feel right now & how can you tell a story that allows you to tap into the painful emotions they are dealing with right now?
#2) Start with your biggest pain point or challenge you had to deal with.
Think back to your lowest point… What was the biggest challenge you had to overcome?
Your worst moment can be a starting point for your brand storytelling. Think about the core emotion your ideal client is feeling… When you’re storytelling, aim to share a story of a time when you felt that emotion & how you got out of it.
Emotion DRIVES your story & opens up listeners to be attentive until the end of your story. Make your MESS your MESSAGE.
If you are struggling to decide what challenge to work into your brand’s story, ask yourself the following questions…
- If you could take away any pain or emotion for your ideal client, what pain or emotion would it be?
- How do you want to impact your ideal client, or “heal” people?
- Who do you need to be today & through your storytelling to help your past self 5-10 years ago?
#3) Be the hero for someone who is in the mess you used to be in.
When you are unafraid to lead with your vulnerable story, it breaks the ice with your ideal client & makes them feel heard! Not only that, but it gives your audience permission to open up to you because you opened up first.
#4) Know that facts tell, stories sell.
People love to buy, but they don’t love to be sold to… Through storytelling, you are inviting your ideal client to learn about what you have to offer without being salesy. You are SHOWING how you can help solve a problem, instead of TELLING them dull statements about what you do.
#5) A great story is relatable.
When your ideal client relates to you and your story, trust is built. Reverse engineer your brand story to start where your ideal client is at right now on their journey. If you simply talk about where you are now without sharing the “before,” your story will be unrelatable.
#6) Address an internal, external, and philosophical problem.
In the book Building A StoryBrand by Donald Miller, he talks about how the best storytelling brands address internal, external, and philosophical problems.
For example, let’s say you are a health coach & you have a client who wants to lose 20 pounds. You might address the following problems in your storytelling…
- External: Client wants to lose 20 pounds.
- Internal: Client wants to feel good about his/her appearance.
- Philosophical: People should have more respect for their bodies. Your program supports self-esteem & body love.
#7) Use the story pitch formula.
Fill in A, B, & C with your story…
Even though I’m A, there was a time when B. That’s why I C.
- A = Where you are now (your ideal client’s end goal)
- B = Your lowest point (your ideal client’s current struggle)
- C = Your mission (the impact your ideal client wants to have)
