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Think about all the emails and sales pages you’ve read in the last month, promoting a new product or service. Very often business owners highlight the features and benefits of their offers but then fall short because they didn’t include their personal story.
Your personal story can be crucial to your success. It helps your audience know your expertise and experience and understand how your course can benefit them. It can mean the difference between having a sales funnel full of leads or barely staying alive because you’re connecting with the wrong people. People will spend their money with you only after knowing, liking, and trusting you. What better way to build that relationship than through your personal story.
Connect with the Right People
Your storytelling skills are wasted unless you identify your ideal students and know where to find them. If you think too broadly, you’ll attract freebie seekers or potential students who will request a discount on your course. Or you’ll find those who can afford your course but are not committed to doing the work. Narrow your sights on your ideal student and create a storyboard with their demographics:
Where do they live?
Are they married?
Do they have a family?
How old are they?
What are their problems or challenges?
How can you help them?
From this information, you could paint a clear picture of who you want to help, who you want to attract into your funnel, and where you can find them to start interacting. Focus on building relationships instead of selling your course. Not everyone you meet will be ready to buy or are the right fit. Keep growing your network and you will find your tribe who will trust your judgment enough to make purchases.
Make Your Connections Personal
Your audience wants to connect with YOU, not with your course. While you created your course to help them solve a problem or experience transformation, you are the one they first need to know. And the most personal way to make a connection is with a story, or two. Your potential students want to know your history, why you started your business, and how you can help them.
How are you different from all the others in your niche?
What is your inspiration?
What personal struggles have you overcome?
Yes, at some point they will want to know about the features of your course and how it can help them but start off by allowing them to know you. Show your human side by telling your stories on video. With video, they can see your face, understand a bit about your personality and feel connected.
Showcase your expertise but show your audience that you’re accessible by answering questions and asking them directly what kind of help they need.
When you decide to connect on a human level instead of always pushing a sale, people will naturally be attracted to you. They will also want to learn more about you and your business when you share your story. But understand that it will not happen overnight so be patient. Relationship building takes time but the sales will follow.