We usually talk about the stories we tell about ourselves. We use stories to showcase our marketable qualities. We explain and promote our offers.
In this episode, we flip the script. We focus on getting other people to tell their stories. Often their stories will be essential for our own marketing.
For example, when you interview a podcast guest, you want that guest to tell an exciting story that will be memorable to your audience.
When you ask for a testimonial, you want a story about how you helped the client.
When you conduct client research or an intake interview, you want the client's uncensored point of view.
Too many entrepreneurs rely on generic “why” questions and end up with boring, same-old answers. Besides your own storytelling, you want to find a way to get others to tell their stories.
On this episode, you’ll discover:
...Why “why” questions sabotage your interviews
...Questions to ask to spark meaningful, entertaining stories
...The four-part interview structure that produces the best stories
...Why you must avoid opinions and advice (and get good stories instead)
...How to understand why they might avoid hard-core truth in their stories
As always, please leave a review, preferably on Apple or Spotify. Let me know how you're using your client's stories in your marketing. What works? What doesn't?
Links & Resources:
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Video Course: The Client Advantage – Use your clients’ backstories to enter the conversation in their heads.
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FREE: The 3 Stories You Need Before Landing Your Next Client
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For a deep dive into research, positioning, and strorytelling: The Strategic Intensive
- My website is here.
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