As entrepreneurs, we all dream of having clients who instantly connect with our message and see us as the perfect solution to their problems. But how do we make that happen? The answer lies in storytelling.
I had the pleasure of speaking with Kris Jones, a StoryBrand guide and founder of Red Door Designs, about the power of storytelling in marketing. With over 20 years of experience working with big names like Nike and Adidas, Kris is passionate about helping coaches and service providers use storytelling to multiply their revenue.
Listen to this episode:
The Power of Your Signature Story
Kris emphasizes the importance of crafting a signature story for your business. This isn’t about your personal history as a founder, but rather a narrative where your client is the hero and you’re the guide. It’s a story that allows potential clients to envision what it would be like to work with you.
This signature story follows a simple framework:
- Identify the hero (your client) and their problem
- Introduce yourself as the guide who can solve the problem
- Show what success looks like for the hero
The beauty of this approach is its versatility. Your signature story can be expanded or condensed like an accordion, adapting to various formats from a brief website headline to a longer blog post.
Overcoming the “Bottle Effect”
One of the biggest challenges entrepreneurs face when creating their marketing message is what Kris calls the “bottle effect.” It’s like trying to read a label from inside the bottle – you’re too close to your own business to see it clearly. This is where getting an outside perspective can be invaluable.
Many entrepreneurs also struggle with the “curse of knowledge,” where they’re so familiar with their field that they forget what it’s like to be a beginner. The key is to keep your message simple and clear, avoiding jargon that might confuse potential clients.
The Video Advantage
Adding a video to your homepage can significantly boost conversion rates. It gives potential clients a sense of your personality and energy that static photos just can’t convey. Kris recommends keeping your video script between one and one-and-a-half minutes long, focusing on your client’s aspirations and struggles before introducing yourself as the solution.
Don’t worry too much about production quality – authenticity is more important than perfection. Tools like BigVU can help with teleprompter features, while Descript is great for editing.
Consistency is Key
The power of your signature story lies in its consistent use across all your marketing channels. From your website to your email signature to your social media profiles, repeating the same core message helps potential clients remember what you do and builds trust more quickly.
While it might feel repetitive to you, remember that your audience needs to hear your message multiple times before it really sinks in. You can vary the depth and detail of your story depending on the platform, but the core elements should remain consistent.
Creating Your Signature Story
If you’re struggling to craft your own signature story, don’t beat yourself up. It’s not about your writing skills – it’s about perspective. Sometimes, getting outside help from someone who understands storytelling can make all the difference.
Start by brainstorming your clients’ struggles and the problems you solve. Usually, one overarching problem will emerge, with other issues falling under it as sub-points. This becomes the foundation of your signature story.
Remember, storytelling is a powerful tool that can transform your marketing efforts. By focusing on your client as the hero and positioning yourself as their guide, you can create a compelling narrative that resonates with your ideal clients and sets you apart in your field.
Connect with Kris:
Website: https://www.reddoordesigns.com/
Instagram: https://www.instagram.com/reddoordesign/
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