January 9, 2025 • 26 mins
What if your personal story was the key to attracting high-paying clients and booking your dream speaking gigs?
In this episode of Make It Visible, I’ll share how to craft a personal story that captivates your audience, builds trust, and converts followers into clients.
Here’s what’s coming up:
✅ A framework to craft a story that captivates and converts.
✅ Why your story is the foundation of your brand.
✅ Bonus tips on using storytelling to elevate your Facebook ads.
✅ A sneak peek of my Ads Summit talk next week!
And don’t forget to join my FREE 3-day training starting January 13.
I’ll teach you the #1 strategy that coaches and speakers use to attract high-paying clients and book the best speaking gigs. Spots are limited, so reserve yours now at strategy.shineandthrive2025.com.
I’ll be speaking at the upcoming Facebook Ads Summit from January 13th to 15th—and you’re invited!
Get your Free Ads Summit tickets here https://michellekuei.krtra.com/t/LUEfH98a6ooQ
Drop me a line and share your thoughts!
Meet Your Host:
Hey there! I’m Michelle Kui—Visibility Marketing and Speaker Success Coach.
I’m the founder of Elevate LifeCoaching, where I help coaches like you build a stand-out brand, attract high-quality 5-6 figure clients, and land paid speaking gigs—all by leveraging the #1 most important asset in your business (hint: it’s not JUST social media!).
My Journey into Public Speaking & Visibility
My speaking journey started early—at 9 years old when my dad voluntold me to enter a speech contest (thanks, Dad!). Since then, I became the go-to speaker whenever someone needed a voice on short notice.
From leading corporate workshops to running training sessions, I thrived where most people froze—grabbing the mic while others sat back, hoping not to get called on.
After working with hundreds of coaches, I realized a HUGE missing piece that most entrepreneurs completely overlook—and it’s the #1 strategy top coaches use to grow their business, attract premium clients, and get booked on bigger stages.
Are you using it? If not, let’s change that. 🚀
🐦 SOCIAL STUFF:
Instagram ➔ / elevatelifecoach
Facebook ➔ / coachmichellekuei
Linkedin ➔ ...
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Michelle (00:00):
Welcome back to Make it Visible.
I'm your host, michelle, andtoday we are going to talk about
one of the most powerful toolsthat you can have in your
business.
Whether you are a coach tryingto grow your coaching business,
or perhaps you're a speaker andyou're trying to get more
speaking gig, this is the numberone asset that you can have in
(00:22):
your business and that's goingto get you booked and get you
sent out.
So what is it?
Well, it is no surprise thatyour personal story is your most
powerful tool that you can havein your business.
Your story is more than justlike a collection of experiences
.
I know this is one of thecommon struggles a lot of my
(00:44):
audience are experiencing isyour life is so full of colorful
moments and moments whereyou're overcoming the obstacles,
you're trying to rebound andget back on your feet.
So there's all these ups anddowns and it is hard, super hard
, right, to identify exactlywhich story is important to
(01:07):
share, to talk about, whichwe'll talk about later.
But storytelling is thefoundation to your brand, and
this is where Donald Miller isknown for story brand, because a
lot of what he's teaching youis about using your story to
build that journey right, thejourney that your audience can
identify and relate.
(01:28):
That would allow you to buildyour brand.
So, basically, storytelling isthe foundation to your brand.
How you show up on social andthe story that you tell
messaging whatever that youwanted to call it is the things
that you're telling youraudience about and that's going
to drive them to either tofollow you for more or they'll
tap you out because they feel itis not for them.
(01:50):
So in this episode, I'm goingto show you exactly how to craft
a personal story thatcaptivates your audience.
Whether you're a speaker oryou're a coach, you're trying to
grow your business.
How to strengthen that brandand comfort your followers or
your audience who's listening toyou, whether it's in a live
setting or podcast or webinar.
How to comfort them into highpaying clients.
(02:12):
And I also got a couple of bigannouncements that I would like
to make.
But first of all, I will bespeaking at the upcoming ad
summit next week, sharing someinsights about how storytelling
is going to make your Facebookads stand out and win clients.
And there's also a big one,which also starts on January 13.
(02:33):
So mark this on your calendar.
This is very important becauseI am actually hosting a free
three-day training series whereI'm going to show you exactly
the number one strategies thatcoaches and speakers are using
to attract their high-payingclients and getting the best
(02:53):
speaking gig.
So you definitely don't want tomiss this one, so mark your
calendar right now, january 13,where I'll be hosting a
three-day training series.
You can watch it at any timefrom anywhere, and the first
video will be dropping onJanuary 13th, and all you have
to do is just head over tostrategyshineandthrive2025.com
(03:17):
to save yourself a spot.
Okay, so let's get started.
Hey, you're listening to Makeit Visible Podcast.
(03:38):
I'm your host, michelle Kui.
Okay, so let's get started.
You should never be the reasonyou give up on your dream to
become a full-time coach.
I'm all about making marketingthe easiest part of your
coaching business, so that youcan turn a passion for coaching
into a visible and profitablereality.
So buckle up, ladies, let's getstarted.
(04:00):
Your story is your brand.
This is an idea that a lot ofmarketers and coaches who coach
and tell you that storytellingis important is probably going
to say over and over again.
Is that your story is yourbrand?
You are your brand, but that'sreally vague in terms of what do
you mean by your story is yourbrand right.
(04:21):
Basically, your story is themessage that you want your
audience to remember you.
By Now, most of us, we rememberstory better.
There is a study that showspeople actually remember things
22 times better compared towithout the story, versus with
the story.
So people remember 22 timesbetter when you tell them in a
(04:44):
story format versus if you tellthem just like for facts and
numbers, and so keep that inmind.
This is the reason whystorytelling is huge, and last
year, there's a lot of peoplecoaches and speakers are tapping
into how to do the storytelling, and I got a whole lot of
podcast invitation because it'sa topic that a lot of people are
(05:06):
interested in.
Now you might be thinking okay,michelle, what makes you
qualified to talk about thistopic?
Right?
So here's the interesting thing.
When I first started out mycoaching business journey, I was
struggling, just like you.
I was struggling to get clients, I was struggling to get the
audience.
I was struggling to attract thepeople that I wanted to attract
.
To get the audience, I wasstruggling to attract the people
(05:27):
that I wanted to attract, and Ididn't know marketing at all,
so I didn't start out as amarketer.
I didn't know how to market mybusiness, and one of the things
that I quickly realized was thatpeople resonated with story,
the overcoming challenges orobstacles, overcoming the
self-doubt, lack of confidencethose are the things that a lot
of people are resonating and ifyou look at our everyday
behavior, we all experience sometype of negative self-talk, the
(05:50):
self-doubt right.
So in order to demonstrate thatwas the story, one of the
things I really went into wasthat first year I started my
speaking business.
Instead, I published my bookand with that book, I was
struggling to get it out there,market it and getting people to
feel excited.
Oh, she wrote a book.
First of all, when I firststarted out, people were like,
(06:12):
oh, who are you?
You wrote a book, greatCongratulations, you wrote a
book and that was it right.
So I needed to start buildingthat audience and building the
authority, the expertise in thatspace of I was positioning
myself as a confidence coach.
So in order to do that, I needto speak up more, and so that
first year I decided to put mycoaching business, growing it on
(06:36):
the whole and focusing onestablishing that authority,
establishing that credibility,and that's how it got me started
, because then I started tobring traction, bringing traffic
into my coaching businessthrough the way that I was
speaking and sharing my message.
And so, if you really look atmy journey and this is something
that I had to reflect early onlast year to think about how I
(07:00):
built my business it was throughthe public speaking, right.
So telling the story is reallypowerful because now it allows
you to build that authority,that credibility.
So, first of all, why does yourstory matter?
Well, it matters becausestorytelling allows you to build
that trust.
You have that emotionalconnection and you become the
(07:21):
authority within the niche thatyou're trying to establish,
especially if you're able toidentify some of the core
message and core story that youcan bring it and demonstrating
oh, this is exactly what I did,right.
People are looking forrelatability.
People are looking for how iswhat you're teaching me actually
going to show me that this isworking right?
(07:43):
And what better way to be atestimonial when you can testify
based on your own journey?
So it's really powerful becausenow you can talk about your
story.
I mean you know your own lifejourney inside out, so it makes
it easier to create content, totalk about things that you
typically a coach who wouldstruggle on social media,
(08:04):
because a lot of you are outthere and you're trying to
figure out exactly what do Ipost?
Well, tell story right.
Who knows your story inside out?
You do, so why not startcreating content based on the
storytelling format?
And that would allow you toactually not only establish your
authority but actually make youfeel more relatable when you do
that with your audience.
(08:25):
So your story definitelymatters, and that's the reason
why we go into storytelling.
Now, in order to get intostorytelling and how you craft
that story that everybody wantsto sit down, pull a chair and
actually listen, there's acouple of key steps that you
need to have.
For example, step number one isyou need to have a core message
(08:47):
, and I actually created aresource for you.
So if you'd like to have thatresource, either send me an
email or there's a number on thetop of this podcast episode.
You can simply text me amessage and say, hey, I want
this core message resource thatyou're talking about on your
show, and I'll be more thanhappy to send that to you, or
just simply send me an email.
(09:08):
I do have the resource tocreate your core message, and
the core message is reallyimportant because then it allows
you to pull out which is thestory that's important to share
with your audience.
It helps you to identify whatyou want your audience to take
away about you.
So how do I come up with a coremessage so really quickly?
(09:29):
The way that I came up with itwas identifying my core value.
Okay, so let's say your corevalue are.
Let me use my example.
So, when I first started out, Ihave three core value that it
was unshakable, not negotiable,and they are ABC.
I've talked about this onmultiple different podcasts in
the past as well.
(09:49):
So what are those three corevalues?
Authenticity, bravery andconnection.
So let's say I'm using thesethree identified values.
Then I can pull out the storythat demonstrates authenticity.
I can pull out the story thattalks about bravery.
I can pull out a story thatdemonstrates authenticity.
I can pull out the story thattalks about bravery.
I can pull out a story thattalks about connection.
Right, so it becomes easier foryou to identify what are some
(10:13):
of the key stories that youshould be sharing.
That would further demonstratethe value that you have and that
would further allow youraudience to remember you by
right.
Very simply, very quickly.
So let's say your core messageis about.
I empower coaches to turn theirstory into brand that thrive,
(10:33):
then what I'm going to talkabout is, first of all, thrive,
right, what does it mean tothrive?
And so I will create contentthat show and demonstrate that.
When are you not thriving?
When am I not thriving?
I am not thriving when I'mplaying small, and what are some
of the things that I'm playingsmall?
So having that core message isimportant, because then all your
(10:56):
marketing material will just becentered around that core
message.
So that's step number one.
Step number two is you want tohighlight those relatable
moments.
So we talked about it when youidentify your core message,
because what you are going topull from your story, your
lifelong journey, is to somewhatdemonstrating and going back to
(11:16):
teaching the point ofauthenticity.
Right, when was there a periodof life where you felt you're
not authentic?
That would be a great story toshare.
When, on your journey, youdiscover that bravery was
important, that would be anotherstory to share.
So, as you can see that, whenyou identify these core values
and core message, you start topulling the pieces together on
(11:40):
which stories would be importantto share and why they matter to
the audience and what you wantthem to remember you by.
So step number two is highlightrelatable moment.
Step number three is to showcasethe transformation.
So I have another resource foryou in case you wanted to grab
it, and this resource allows youto do a before and after story.
(12:01):
And I think it's reallypowerful when coaches especially
some of the newer coaches youdon't have any testimonial right
and sometimes it's hard to comeup with testimonial, and even
when you are the testimonialyourself, it's hard to describe
it in a way that it is short, itis concise.
You can talk about it in fiveor 10 minutes video format, so
(12:22):
it's really hard to talk aboutit.
The way that I want you tothink about it is you want to
demonstrate like a turning point, right, a big turning point
from the before and the after,and one of the great industry
that does this really well isthe fitness industry.
If you look at all these socialmedia posts that they have been
posting online and on social, alot of them posts a before and
(12:45):
after story.
You'll see the picture, thevisual of what the client did
before, or what they look likebefore and what the client looks
like after working with thepersonal trainer, right?
So the fitness industry doesthis really well by showcasing
your transformation.
Now think about how you mightbe able to turn that in for your
coaching business or for yourspeaking engagement.
(13:05):
Okay, when your audience walkinto a conference, what do you
want them to experience and howare they going to experience
afterward?
That's something that youwanted to talk about, right, and
that would be a perfecttestimonial for yourself to
demonstrate to the eventcoordinator.
Hey, people who come to yourevent, this is what they're
going to experience thattransformation, the before and
(13:25):
the after.
And then step number four is youwant to tie it back to the
audience.
I cannot stress this enough.
I see coaches and speakersmaking this mistake all the time
on social is when they tellstory, they tell a lifelong
story.
So your post is long and youlost me by the second paragraph
and it's all tied together.
(13:47):
It's just very difficult toread.
You have to remember that theattention span is really short
on social, so you don't want tohave a long post and giving
people a laundry list of allyour story, you pick out what is
important, what you want totell them and how it's going to
help them.
That's what you want to talkabout.
So ask yourself this questionright how is my story going to
(14:08):
inspire and guide them to thenext step?
That's important question toask yourself when you're sitting
down or you're writing yourspeech or writing your next
caption.
It's really important to thinkabout what's in it for your
audience and what is that keymessage that you want them to
walk away with, because youdon't want to give them a whole
bunch of ideas and now they'reall confused and they're
(14:29):
overwhelmed.
By the time they finish readingtheir long post, they don't
remember what they have read inthe beginning.
So you want to keep it short,keep it concise and really think
about how is my story going toinspire them and guide them to
the next step?
You always want to move peopleto the next step.
Okay, so here are the foursteps.
(14:49):
That's going to help you, andthis is the framework that I use
to work with my coachingclients.
I work with speakers to helpthem map out their stories and
how do you decide what'scaptivating for your audience,
because people's attention spanis really small.
In one of the talks I gaverecently, I talked about this
goldfish and this goldfish nameis Nugget.
(15:11):
I talked about this goldfishand this goldfish name is nugget
.
So you have to remember nuggetonly have an attention span of
no more than nine seconds, andwhich is a little one second
above more than your attentionspan.
Your attention span is onlyabout a second, so after a
second you don't rememberanything.
So if you tell them a laundrylist of stories and you're
(15:33):
hoping that your audience isgoing to engage, they're going
to comment or they're going toshare your story, then you're
doing it by guessing.
So if you really want your storyto be impactful for people to
remember, then what you want todo is highlight the one that's
truly important.
And how do you know it's trulyimportant?
Well, we talked about stepnumber one identifying your core
(15:58):
message, right.
What is that core message thatyou want people to walk away
with and to take away about youand your brand, your business,
your service?
What is that one thing that youwant them to walk away with?
And now you can rotate, right,you can repeat the process with
different key talking point thatyou want to prove, but each
time you should be only focusingon one.
(16:18):
And so one of the things that Iam truly passionate about is I
know how challenging anddifficult it is to be on social
to grab people's attention, tofight against all these
algorithms and your competitor,who's putting out and dumping
out posts more than you do.
And when they dump out moreposts than you do, then chances
(16:41):
are the algorithm is going tofavor their algorithm, right?
Because the more you'reactually training the algorithm
to share, so if you're notposting and which is why a lot
of time if you're strugglingwith consistency, this is also
the reason why your post is notgetting seen, because your
algorithm is always in thatlearning phase where, oh, I need
(17:03):
to find the audience for you inorder to show this post to them
.
And if you don't stayconsistent, then that algorithm
is not going to be able to getpast that learning phase.
So you're always in thatlearning phase and your post is
never going to get seen.
So that's another reason why wesay consistency matters.
And once you start gettingconsistent, the frequency will
(17:23):
matter, because all these socialmedia platform algorithms want
to learn so that they can sendthese posts to the people who
need to see.
Now, that is a lot of work andchances are you are not in favor
of the social media platform,right?
And the social media platformit's there to work actually
against you rather than for you.
(17:45):
So you need to come up with astrategy that would actually
allow your visibility to beflawless, and that you're
strategic about where you'reshowing up and how you're
showing up.
And so this is the reason whyI'm hosting an upcoming
three-day training series,starting on January 13, where
I'm going to cover exactly howto use this strategy, this
(18:09):
number one strategy that a lotof coaches and speakers are
using around the world to gettheir high paying client and
speaking gig, and this isexclusive.
I have never shown these videosto the public ever before.
So when you jump in, you'reactually getting the first
behind the scene and all thestrategies I have used
(18:32):
personally myself and I havewatched coaches and speakers,
who's in the seven figurebusiness and eight figure
business, how I have observedand watch and learn from how
they are doing this, and this ishow I personally built my
business, and a lot of you outthere probably know me for oh,
she's big on social media.
Yes, that's only part of mybusiness, and how I started it
(18:57):
and how I pivot, how I usesocial media is going to blow
your mind when I show you thenumber one strategies that allow
me to actually build thismassive social media visibility,
and it is strategic and you cando this and it is going to make
(19:17):
your social media onlinepresence a lot more manageable.
Once I tell you how this isdone and it comes back in a full
circle it totally makes sense.
So I want you to mark yourcalendar right now for January
13, where I have this upcomingthree-day training series.
If you go tostrategyshineandthrive2025.com,
(19:43):
you'll be able to reserve a spotin this upcoming three-day
training series.
Now, a lot of you are going toask well, is this recording?
Do I have to show up on live?
I don't have time.
I'm going to make it super easyfor you, and these are going to
be recording video trainingseries that you'll be able to
access from anywhere at any time, but it's not going to be
(20:06):
available for a very long time.
So if you want to jump in, ifyou want to reserve a spot and
you want to get hold of thesevideos, you want to watch them,
you want to learn the strategiesthat other coaches and speakers
are using, then I highlysuggest you go and book yourself
.
Save yourself a spot onstrategiesshineandthrive2025.com
(20:27):
.
You'll be able to grab a spot.
It's completely free, and whenI drop my first video, I'm going
to send you an email.
You'll see that in your inbox.
All right, so let's summarize.
So we talked about.
Your story is your brand, andin order to create or craft a
personal story that willcaptivate and convert your
(20:49):
followers into your payingclients, these are the steps
that you're going to need totake, okay, in order to have
that storytelling done.
Number one is what is that coremessage that you want people to
remember you by?
It could be a quote, it couldbe a quote, it could be a
question.
A lot of time, if you're aspeaker, what I recommend that
you do is opening up your speechwith the question, but in order
(21:10):
to understand what thatquestion is, you should first
identify what is that coremessage that you want to give to
your audience.
Then you can work your waybackwards to figure out.
Okay, so what questions shouldI be asking my audience?
And so identifying your coremessage is step number one.
Step number two is to highlightthe relatable moment.
(21:31):
We all have a lifelong journeyand there's so much stories that
we can share.
We can tell, but exactly whatwould be important and this is
completely tied back to yourcore message that you had
identified earlier, and then theway that you tell it is you
want to demonstrate atransformation, right?
So think about the fitnessindustry, how they showcase the
(21:52):
before and after picture, and soyou wanted to use that strategy
as well.
When you create content, whenyou go onto video, these are the
things that you should betalking about the before and the
after, and no matter what youdo and how you do, it always
shift your focus.
Your story should always beabout what's in it for your
audience, right, we tell ourstory, but our story is not
(22:15):
really about ourselves.
It's really about the othersyour audience and how is that
going to help them.
About the others your audienceand how is that going to help
them.
How is your story going toguide them or inspire them,
moving on and taking the nextstep, and that's something
important to keep in the back ofyour mind.
So here are the four steps.
Step one identifying your coremessage.
Step two is to highlight therelatable moment.
(22:37):
Step three is to showcase yourtransformation.
What's the change, what wouldbe different?
And then step four is alwaysput your audience in front of
you.
Okay, and so it's always goingto be about them and not about
you.
And don't forget, I will bedropping my first three-day
training series on January 13.
(22:57):
So if you'd like to get in andif you'd like to learn the
number one strategies that topcoaches and speakers are using
to book high quality, payingclients and booking their
speaking gig, then youdefinitely want to jump into the
three-day training series.
And if you want to learn moreabout how to incorporate
storytelling into your Facebookads, then you definitely don't
(23:20):
want to miss the ads summit.
I will be speaking at thesummit, and so, if you want to
get in, I'm going to share thelink also in the description box
so that you can reserve a spotin the ads summit where I'm
going to be speaking.
Okay, so let's wrap up.
Your story is not just part ofyour brand, and I saw this
(23:41):
question that someone else wasasking on Facebook, and they
were asking that, well, I don'treally have a website, I don't
have a business page on Facebook.
Can I still have a brand?
And the answer is yes, becauseyou are the brand.
Your website is not the brand.
Your graphic it's not the brand.
Who you are is the brand, andso if you can't tell your brand,
(24:11):
if you can't tell people whyyour brand matter, then you
don't have a brand, no matterhow beautiful your website is.
Okay, so think about it.
Your website should really besomething that you build.
Once you have your message clear, once you have your story clear
, then you can create copies,and a lot of times people ask me
what is copy?
So copy is basically messagesor words that you put out to
(24:33):
talk about your business, andthat's what people is going to
remember you by.
So if you're unclear of whatyour story is, then chances are
you're going to struggle withall the marketing, messaging and
content that you ever need toput out about your business to
get people to feel excited, tofeel emotionally connected to
you.
So what you want is you want tohave that clarity about your
(24:53):
story, how to tell it, how tocaptivate your audience, what's
in it for them.
And so these are the importantsteps in order for you to have
an easier way of marketing yourbusiness, and I cannot stress
this enough.
Once you have that clarity ofwhat your story is, then you can
build your brand.
You can build everything elsethat's inside your business.
(25:16):
And don't forget, I'll beteaching this number one
strategy that coaches andspeakers are using to attract
high paying client and bookingthe best speaking gig in my
upcoming free three day trainingseries that starts on January
13.
And you can save your seat atstrategyshineandthrive2025.com.
(25:36):
Okay, and if you have notalready done so, I would love
for you to share this episodewith somebody, with someone or
your peer coach who's ready totake their story and make it
visible.
And I will see you next time onthe show.
Speaker 2 (26:01):
Thank you for listening to Make it Visible
podcast.
If you love this episode andwant deeper support for your
coaching business, head over toelevatelifecoachingorg and see
how we can partner together toturn your passion into a
profitable business.
I help female coaches launchand scale their coaching
business faster than ever,without wasted time and money,
filling the gaps in yourmarketing strategies, creating a
simple and easy to followsystem so you can accelerate on
(26:25):
the path of coaching businessthat you love to wake up to.
Head over toelevatelifecoachingorg and grab
a free strategy audit today.
Welcome back to Make it Visible.
I'm your host, michelle, andtoday we are going to talk about
one of the most powerful toolsthat you can have in your
business.
Whether you are a coach tryingto grow your coaching business,
or perhaps you're a speaker andyou're trying to get more
speaking gig, this is the numberone asset that you can have in
(00:22):
your business and that's goingto get you booked and get you
sent out.
So what is it?
Well, it is no surprise thatyour personal story is your most
powerful tool that you can havein your business.
Your story is more than justlike a collection of experiences
.
I know this is one of thecommon struggles a lot of my
(00:44):
audience are experiencing isyour life is so full of colorful
moments and moments whereyou're overcoming the obstacles,
you're trying to rebound andget back on your feet.
So there's all these ups anddowns and it is hard, super hard
, right, to identify exactlywhich story is important to
(01:07):
share, to talk about, whichwe'll talk about later.
But storytelling is thefoundation to your brand, and
this is where Donald Miller isknown for story brand, because a
lot of what he's teaching youis about using your story to
build that journey right, thejourney that your audience can
identify and relate.
(01:28):
That would allow you to buildyour brand.
So, basically, storytelling isthe foundation to your brand.
How you show up on social andthe story that you tell
messaging whatever that youwanted to call it is the things
that you're telling youraudience about and that's going
to drive them to either tofollow you for more or they'll
tap you out because they feel itis not for them.
(01:50):
So in this episode, I'm goingto show you exactly how to craft
a personal story thatcaptivates your audience.
Whether you're a speaker oryou're a coach, you're trying to
grow your business.
How to strengthen that brandand comfort your followers or
your audience who's listening toyou, whether it's in a live
setting or podcast or webinar.
How to comfort them into highpaying clients.
(02:12):
And I also got a couple of bigannouncements that I would like
to make.
But first of all, I will bespeaking at the upcoming ad
summit next week, sharing someinsights about how storytelling
is going to make your Facebookads stand out and win clients.
And there's also a big one,which also starts on January 13.
(02:33):
So mark this on your calendar.
This is very important becauseI am actually hosting a free
three-day training series whereI'm going to show you exactly
the number one strategies thatcoaches and speakers are using
to attract their high-payingclients and getting the best
(02:53):
speaking gig.
So you definitely don't want tomiss this one, so mark your
calendar right now, january 13,where I'll be hosting a
three-day training series.
You can watch it at any timefrom anywhere, and the first
video will be dropping onJanuary 13th, and all you have
to do is just head over tostrategyshineandthrive2025.com
(03:17):
to save yourself a spot.
Okay, so let's get started.
Hey, you're listening to Makeit Visible Podcast.
(03:38):
I'm your host, michelle Kui.
Okay, so let's get started.
You should never be the reasonyou give up on your dream to
become a full-time coach.
I'm all about making marketingthe easiest part of your
coaching business, so that youcan turn a passion for coaching
into a visible and profitablereality.
So buckle up, ladies, let's getstarted.
(04:00):
Your story is your brand.
This is an idea that a lot ofmarketers and coaches who coach
and tell you that storytellingis important is probably going
to say over and over again.
Is that your story is yourbrand?
You are your brand, but that'sreally vague in terms of what do
you mean by your story is yourbrand right.
(04:21):
Basically, your story is themessage that you want your
audience to remember you.
By Now, most of us, we rememberstory better.
There is a study that showspeople actually remember things
22 times better compared towithout the story, versus with
the story.
So people remember 22 timesbetter when you tell them in a
(04:44):
story format versus if you tellthem just like for facts and
numbers, and so keep that inmind.
This is the reason whystorytelling is huge, and last
year, there's a lot of peoplecoaches and speakers are tapping
into how to do the storytelling, and I got a whole lot of
podcast invitation because it'sa topic that a lot of people are
(05:06):
interested in.
Now you might be thinking okay,michelle, what makes you
qualified to talk about thistopic?
Right?
So here's the interesting thing.
When I first started out mycoaching business journey, I was
struggling, just like you.
I was struggling to get clients, I was struggling to get the
audience.
I was struggling to attract thepeople that I wanted to attract
.
To get the audience, I wasstruggling to attract the people
(05:27):
that I wanted to attract, and Ididn't know marketing at all,
so I didn't start out as amarketer.
I didn't know how to market mybusiness, and one of the things
that I quickly realized was thatpeople resonated with story,
the overcoming challenges orobstacles, overcoming the
self-doubt, lack of confidencethose are the things that a lot
of people are resonating and ifyou look at our everyday
behavior, we all experience sometype of negative self-talk, the
(05:50):
self-doubt right.
So in order to demonstrate thatwas the story, one of the
things I really went into wasthat first year I started my
speaking business.
Instead, I published my bookand with that book, I was
struggling to get it out there,market it and getting people to
feel excited.
Oh, she wrote a book.
First of all, when I firststarted out, people were like,
(06:12):
oh, who are you?
You wrote a book, greatCongratulations, you wrote a
book and that was it right.
So I needed to start buildingthat audience and building the
authority, the expertise in thatspace of I was positioning
myself as a confidence coach.
So in order to do that, I needto speak up more, and so that
first year I decided to put mycoaching business, growing it on
(06:36):
the whole and focusing onestablishing that authority,
establishing that credibility,and that's how it got me started
, because then I started tobring traction, bringing traffic
into my coaching businessthrough the way that I was
speaking and sharing my message.
And so, if you really look atmy journey and this is something
that I had to reflect early onlast year to think about how I
(07:00):
built my business it was throughthe public speaking, right.
So telling the story is reallypowerful because now it allows
you to build that authority,that credibility.
So, first of all, why does yourstory matter?
Well, it matters becausestorytelling allows you to build
that trust.
You have that emotionalconnection and you become the
(07:21):
authority within the niche thatyou're trying to establish,
especially if you're able toidentify some of the core
message and core story that youcan bring it and demonstrating
oh, this is exactly what I did,right.
People are looking forrelatability.
People are looking for how iswhat you're teaching me actually
going to show me that this isworking right?
(07:43):
And what better way to be atestimonial when you can testify
based on your own journey?
So it's really powerful becausenow you can talk about your
story.
I mean you know your own lifejourney inside out, so it makes
it easier to create content, totalk about things that you
typically a coach who wouldstruggle on social media,
(08:04):
because a lot of you are outthere and you're trying to
figure out exactly what do Ipost?
Well, tell story right.
Who knows your story inside out?
You do, so why not startcreating content based on the
storytelling format?
And that would allow you toactually not only establish your
authority but actually make youfeel more relatable when you do
that with your audience.
(08:25):
So your story definitelymatters, and that's the reason
why we go into storytelling.
Now, in order to get intostorytelling and how you craft
that story that everybody wantsto sit down, pull a chair and
actually listen, there's acouple of key steps that you
need to have.
For example, step number one isyou need to have a core message
(08:47):
, and I actually created aresource for you.
So if you'd like to have thatresource, either send me an
email or there's a number on thetop of this podcast episode.
You can simply text me amessage and say, hey, I want
this core message resource thatyou're talking about on your
show, and I'll be more thanhappy to send that to you, or
just simply send me an email.
(09:08):
I do have the resource tocreate your core message, and
the core message is reallyimportant because then it allows
you to pull out which is thestory that's important to share
with your audience.
It helps you to identify whatyou want your audience to take
away about you.
So how do I come up with a coremessage so really quickly?
(09:29):
The way that I came up with itwas identifying my core value.
Okay, so let's say your corevalue are.
Let me use my example.
So, when I first started out, Ihave three core value that it
was unshakable, not negotiable,and they are ABC.
I've talked about this onmultiple different podcasts in
the past as well.
(09:49):
So what are those three corevalues?
Authenticity, bravery andconnection.
So let's say I'm using thesethree identified values.
Then I can pull out the storythat demonstrates authenticity.
I can pull out the story thattalks about bravery.
I can pull out a story thatdemonstrates authenticity.
I can pull out the story thattalks about bravery.
I can pull out a story thattalks about connection.
Right, so it becomes easier foryou to identify what are some
(10:13):
of the key stories that youshould be sharing.
That would further demonstratethe value that you have and that
would further allow youraudience to remember you by
right.
Very simply, very quickly.
So let's say your core messageis about.
I empower coaches to turn theirstory into brand that thrive,
(10:33):
then what I'm going to talkabout is, first of all, thrive,
right, what does it mean tothrive?
And so I will create contentthat show and demonstrate that.
When are you not thriving?
When am I not thriving?
I am not thriving when I'mplaying small, and what are some
of the things that I'm playingsmall?
So having that core message isimportant, because then all your
(10:56):
marketing material will just becentered around that core
message.
So that's step number one.
Step number two is you want tohighlight those relatable
moments.
So we talked about it when youidentify your core message,
because what you are going topull from your story, your
lifelong journey, is to somewhatdemonstrating and going back to
(11:16):
teaching the point ofauthenticity.
Right, when was there a periodof life where you felt you're
not authentic?
That would be a great story toshare.
When, on your journey, youdiscover that bravery was
important, that would be anotherstory to share.
So, as you can see that, whenyou identify these core values
and core message, you start topulling the pieces together on
(11:40):
which stories would be importantto share and why they matter to
the audience and what you wantthem to remember you by.
So step number two is highlightrelatable moment.
Step number three is to showcasethe transformation.
So I have another resource foryou in case you wanted to grab
it, and this resource allows youto do a before and after story.
(12:01):
And I think it's reallypowerful when coaches especially
some of the newer coaches youdon't have any testimonial right
and sometimes it's hard to comeup with testimonial, and even
when you are the testimonialyourself, it's hard to describe
it in a way that it is short, itis concise.
You can talk about it in fiveor 10 minutes video format, so
(12:22):
it's really hard to talk aboutit.
The way that I want you tothink about it is you want to
demonstrate like a turning point, right, a big turning point
from the before and the after,and one of the great industry
that does this really well isthe fitness industry.
If you look at all these socialmedia posts that they have been
posting online and on social, alot of them posts a before and
(12:45):
after story.
You'll see the picture, thevisual of what the client did
before, or what they look likebefore and what the client looks
like after working with thepersonal trainer, right?
So the fitness industry doesthis really well by showcasing
your transformation.
Now think about how you mightbe able to turn that in for your
coaching business or for yourspeaking engagement.
(13:05):
Okay, when your audience walkinto a conference, what do you
want them to experience and howare they going to experience
afterward?
That's something that youwanted to talk about, right, and
that would be a perfecttestimonial for yourself to
demonstrate to the eventcoordinator.
Hey, people who come to yourevent, this is what they're
going to experience thattransformation, the before and
(13:25):
the after.
And then step number four is youwant to tie it back to the
audience.
I cannot stress this enough.
I see coaches and speakersmaking this mistake all the time
on social is when they tellstory, they tell a lifelong
story.
So your post is long and youlost me by the second paragraph
and it's all tied together.
(13:47):
It's just very difficult toread.
You have to remember that theattention span is really short
on social, so you don't want tohave a long post and giving
people a laundry list of allyour story, you pick out what is
important, what you want totell them and how it's going to
help them.
That's what you want to talkabout.
So ask yourself this questionright how is my story going to
(14:08):
inspire and guide them to thenext step?
That's important question toask yourself when you're sitting
down or you're writing yourspeech or writing your next
caption.
It's really important to thinkabout what's in it for your
audience and what is that keymessage that you want them to
walk away with, because youdon't want to give them a whole
bunch of ideas and now they'reall confused and they're
(14:29):
overwhelmed.
By the time they finish readingtheir long post, they don't
remember what they have read inthe beginning.
So you want to keep it short,keep it concise and really think
about how is my story going toinspire them and guide them to
the next step?
You always want to move peopleto the next step.
Okay, so here are the foursteps.
(14:49):
That's going to help you, andthis is the framework that I use
to work with my coachingclients.
I work with speakers to helpthem map out their stories and
how do you decide what'scaptivating for your audience,
because people's attention spanis really small.
In one of the talks I gaverecently, I talked about this
goldfish and this goldfish nameis Nugget.
(15:11):
I talked about this goldfishand this goldfish name is nugget
.
So you have to remember nuggetonly have an attention span of
no more than nine seconds, andwhich is a little one second
above more than your attentionspan.
Your attention span is onlyabout a second, so after a
second you don't rememberanything.
So if you tell them a laundrylist of stories and you're
(15:33):
hoping that your audience isgoing to engage, they're going
to comment or they're going toshare your story, then you're
doing it by guessing.
So if you really want your storyto be impactful for people to
remember, then what you want todo is highlight the one that's
truly important.
And how do you know it's trulyimportant?
Well, we talked about stepnumber one identifying your core
(15:58):
message, right.
What is that core message thatyou want people to walk away
with and to take away about youand your brand, your business,
your service?
What is that one thing that youwant them to walk away with?
And now you can rotate, right,you can repeat the process with
different key talking point thatyou want to prove, but each
time you should be only focusingon one.
(16:18):
And so one of the things that Iam truly passionate about is I
know how challenging anddifficult it is to be on social
to grab people's attention, tofight against all these
algorithms and your competitor,who's putting out and dumping
out posts more than you do.
And when they dump out moreposts than you do, then chances
(16:41):
are the algorithm is going tofavor their algorithm, right?
Because the more you'reactually training the algorithm
to share, so if you're notposting and which is why a lot
of time if you're strugglingwith consistency, this is also
the reason why your post is notgetting seen, because your
algorithm is always in thatlearning phase where, oh, I need
(17:03):
to find the audience for you inorder to show this post to them
.
And if you don't stayconsistent, then that algorithm
is not going to be able to getpast that learning phase.
So you're always in thatlearning phase and your post is
never going to get seen.
So that's another reason why wesay consistency matters.
And once you start gettingconsistent, the frequency will
(17:23):
matter, because all these socialmedia platform algorithms want
to learn so that they can sendthese posts to the people who
need to see.
Now, that is a lot of work andchances are you are not in favor
of the social media platform,right?
And the social media platformit's there to work actually
against you rather than for you.
(17:45):
So you need to come up with astrategy that would actually
allow your visibility to beflawless, and that you're
strategic about where you'reshowing up and how you're
showing up.
And so this is the reason whyI'm hosting an upcoming
three-day training series,starting on January 13, where
I'm going to cover exactly howto use this strategy, this
(18:09):
number one strategy that a lotof coaches and speakers are
using around the world to gettheir high paying client and
speaking gig, and this isexclusive.
I have never shown these videosto the public ever before.
So when you jump in, you'reactually getting the first
behind the scene and all thestrategies I have used
(18:32):
personally myself and I havewatched coaches and speakers,
who's in the seven figurebusiness and eight figure
business, how I have observedand watch and learn from how
they are doing this, and this ishow I personally built my
business, and a lot of you outthere probably know me for oh,
she's big on social media.
Yes, that's only part of mybusiness, and how I started it
(18:57):
and how I pivot, how I usesocial media is going to blow
your mind when I show you thenumber one strategies that allow
me to actually build thismassive social media visibility,
and it is strategic and you cando this and it is going to make
(19:17):
your social media onlinepresence a lot more manageable.
Once I tell you how this isdone and it comes back in a full
circle it totally makes sense.
So I want you to mark yourcalendar right now for January
13, where I have this upcomingthree-day training series.
If you go tostrategyshineandthrive2025.com,
(19:43):
you'll be able to reserve a spotin this upcoming three-day
training series.
Now, a lot of you are going toask well, is this recording?
Do I have to show up on live?
I don't have time.
I'm going to make it super easyfor you, and these are going to
be recording video trainingseries that you'll be able to
access from anywhere at any time, but it's not going to be
(20:06):
available for a very long time.
So if you want to jump in, ifyou want to reserve a spot and
you want to get hold of thesevideos, you want to watch them,
you want to learn the strategiesthat other coaches and speakers
are using, then I highlysuggest you go and book yourself
.
Save yourself a spot onstrategiesshineandthrive2025.com
(20:27):
.
You'll be able to grab a spot.
It's completely free, and whenI drop my first video, I'm going
to send you an email.
You'll see that in your inbox.
All right, so let's summarize.
So we talked about.
Your story is your brand, andin order to create or craft a
personal story that willcaptivate and convert your
(20:49):
followers into your payingclients, these are the steps
that you're going to need totake, okay, in order to have
that storytelling done.
Number one is what is that coremessage that you want people to
remember you by?
It could be a quote, it couldbe a quote, it could be a
question.
A lot of time, if you're aspeaker, what I recommend that
you do is opening up your speechwith the question, but in order
(21:10):
to understand what thatquestion is, you should first
identify what is that coremessage that you want to give to
your audience.
Then you can work your waybackwards to figure out.
Okay, so what questions shouldI be asking my audience?
And so identifying your coremessage is step number one.
Step number two is to highlightthe relatable moment.
(21:31):
We all have a lifelong journeyand there's so much stories that
we can share.
We can tell, but exactly whatwould be important and this is
completely tied back to yourcore message that you had
identified earlier, and then theway that you tell it is you
want to demonstrate atransformation, right?
So think about the fitnessindustry, how they showcase the
(21:52):
before and after picture, and soyou wanted to use that strategy
as well.
When you create content, whenyou go onto video, these are the
things that you should betalking about the before and the
after, and no matter what youdo and how you do, it always
shift your focus.
Your story should always beabout what's in it for your
audience, right, we tell ourstory, but our story is not
(22:15):
really about ourselves.
It's really about the othersyour audience and how is that
going to help them.
About the others your audienceand how is that going to help
them.
How is your story going toguide them or inspire them,
moving on and taking the nextstep, and that's something
important to keep in the back ofyour mind.
So here are the four steps.
Step one identifying your coremessage.
Step two is to highlight therelatable moment.
(22:37):
Step three is to showcase yourtransformation.
What's the change, what wouldbe different?
And then step four is alwaysput your audience in front of
you.
Okay, and so it's always goingto be about them and not about
you.
And don't forget, I will bedropping my first three-day
training series on January 13.
(22:57):
So if you'd like to get in andif you'd like to learn the
number one strategies that topcoaches and speakers are using
to book high quality, payingclients and booking their
speaking gig, then youdefinitely want to jump into the
three-day training series.
And if you want to learn moreabout how to incorporate
storytelling into your Facebookads, then you definitely don't
(23:20):
want to miss the ads summit.
I will be speaking at thesummit, and so, if you want to
get in, I'm going to share thelink also in the description box
so that you can reserve a spotin the ads summit where I'm
going to be speaking.
Okay, so let's wrap up.
Your story is not just part ofyour brand, and I saw this
(23:41):
question that someone else wasasking on Facebook, and they
were asking that, well, I don'treally have a website, I don't
have a business page on Facebook.
Can I still have a brand?
And the answer is yes, becauseyou are the brand.
Your website is not the brand.
Your graphic it's not the brand.
Who you are is the brand, andso if you can't tell your brand,
(24:11):
if you can't tell people whyyour brand matter, then you
don't have a brand, no matterhow beautiful your website is.
Okay, so think about it.
Your website should really besomething that you build.
Once you have your message clear, once you have your story clear
, then you can create copies,and a lot of times people ask me
what is copy?
So copy is basically messagesor words that you put out to
(24:33):
talk about your business, andthat's what people is going to
remember you by.
So if you're unclear of whatyour story is, then chances are
you're going to struggle withall the marketing, messaging and
content that you ever need toput out about your business to
get people to feel excited, tofeel emotionally connected to
you.
So what you want is you want tohave that clarity about your
(24:53):
story, how to tell it, how tocaptivate your audience, what's
in it for them.
And so these are the importantsteps in order for you to have
an easier way of marketing yourbusiness, and I cannot stress
this enough.
Once you have that clarity ofwhat your story is, then you can
build your brand.
You can build everything elsethat's inside your business.
(25:16):
And don't forget, I'll beteaching this number one
strategy that coaches andspeakers are using to attract
high paying client and bookingthe best speaking gig in my
upcoming free three day trainingseries that starts on January
13.
And you can save your seat atstrategyshineandthrive2025.com.
(25:36):
Okay, and if you have notalready done so, I would love
for you to share this episodewith somebody, with someone or
your peer coach who's ready totake their story and make it
visible.
And I will see you next time onthe show.
Speaker 2 (26:01):
Thank you for listening to Make it Visible
podcast.
If you love this episode andwant deeper support for your
coaching business, head over toelevatelifecoachingorg and see
how we can partner together toturn your passion into a
profitable business.
I help female coaches launchand scale their coaching
business faster than ever,without wasted time and money,
filling the gaps in yourmarketing strategies, creating a
simple and easy to followsystem so you can accelerate on
(26:25):
the path of coaching businessthat you love to wake up to.
Head over toelevatelifecoachingorg and grab
a free strategy audit today.
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