This is a guest post, by Schuyler Kaye. I love his approach to weaving your own sacred story into your branding.
You can probably talk about what you do all day, but when the conversation shifts to someone wanting to know about you, it can be hard to know what to say.
During one of our evening bike rides, my wife shared a study that she’d recently read. It reported that a majority of people thought negatively of successful women. I was surprised to find out that she, being one of the most successful women I know, had experienced much of that negativity in her career.
It’s easy to see why it might be so difficult for a woman to show up fully as herself in that conversation.
You know how important it is for your website to serve your customer. So there you are, staring at this blank page titled About Me wondering, “What can I share that will actually support my customer?”
The most common approach to answering this question is to let them know why they would want to work with you by talking about the facts…
Surely you’ve got certifications and qualifications. I mean you’ve been doing this for a number of years, and you might have even received an education from some well-known person or school. And the credentials continue…
Unfortunately, regardless of how many facts and credentials you share, other people are sure to have more. What makes your potential customers want to choose you?
So maybe you share personal details so your customer can get to know you as a person.
Examples I’ve seen are business owners sharing how much they love their dog, some cool random fact about their life, or maybe some knowledge about their family life.
The details about your life do help make you more personable and can even break the ice… But they don’t provide your customer with any clues about what you value or how you fit into the approach you’re selling.
So at the end of the day, your customer has no idea if you’re compatible, and that fosters hesitation.
The secret is in the story you share
If neither the facts nor the details are enough to give your customers the confidence in you that they need to say, “yes!”, then what will?
You need to share a story from your life that shows, not tells, but shows your customer that you have common values… one that can create confidence that you understand what matters most to your customer.
How to find that sacred story
The key to choosing the right story is aligning one of your life experiences with the core values of your ideal customer.
Step 1: Identify what your customers really want.
To make it simpler, here are some categories of what your ideal customer might value:
- A sense of excitement, adventure, or just plain ol’ fun?
- How about a realization of a long-standing belief or conviction?
- Maybe it’s a better understanding of who they are or what they want in life?
- Is it love, friendship, or some kind of companionship?
- Or to receive healing, balance, happiness, peace or freedom from something in their lives?
Example: My customers are small business owners who want to make an impact in the world and need to attract more customers with their online presence in order to realize that dream. Often, they are trying to figure out what their purpose is or how to successfully fulfill it.
Step 2: Think of a story in your life where you achieved that very thing your customer desires and use it to introduce yourself to your customers through your About Me page.
Use the following questions to help you think of a story that resonates with the core values you identified in the first step.
- How did you decide to do the work you do?
- How did you overcome the problem you solve for your customers?
- If you could be known for just one thing in the world, what would it be and why?
- What’s your greatest challenge or accomplishment? How’d it play out?
Example: I’ve been in the shoes of my customers, and I found a way out… here’s the story of how it went down.
I’d recently broken up with the Fortune 100 Company that I worked at for 6 years and was “dating” five different business ideas at the same time… Unable to be successful at any of them because I was unable to meet the expectations of all of them, I found myself lost and depressed.
Having no choice I explored my own life with reckless abandon to find a way to leave the expectations of others behind and discover my own path.
Uncovering my story revealed my purpose, and that clarity has effortlessly guided me since. Now I apply what I learned to guide small business owners in finding a brand that feels authentic to their hearts and is effective at attracting the right customers with their online presence.
When you tell a story that communicates the values you share with your customer, you create an “about me” page that can play a crucial role in serving your customers, while inspiring them to take action on your offers.
How do you put your sacred story in your About Me page? Please jump in and share your thoughts (and the link to the page) in the comments below.
I help small business owners who want to make a difference, and need to attract more customers with their online presence. You see I’ve been in the business of branding since I decided being a short, fat, nerdy high schooler wasn’t the way to start college.
After leaving a Fortune 100 Company, I found myself “dating” numerous business ideas at the same time hoping one would uncover my passion and grant the freedom of any lifestyle I chose. It didn’t work…
In truth it was uncovering my story that revealed my purpose, and that clarity has effortlessly guided my business — Purpose Compass — since. Now I help others use their story to build a business they love and that attracts the right customers.