Telling your story is one of the most authentic ways to build a connection with your audience and potential clients. Stories are powerful tools for fostering trust, and they play a key role in attraction marketing—the practice of drawing in your ideal clients by showcasing your journey and expertise. For those new to the online world, attraction marketing might sound a bit salesy or overwhelming, but it’s really about being real and relatable. When done right, it’s one of the most natural ways to create meaningful connections with the people who need your help.
We all know that sharing our journeys can inspire others, but getting started can feel tricky. You might think your story isn’t interesting enough, or that you don’t have the time or energy to share it. Or maybe you know what you want to say, but lack the confidence to put yourself out there.
As a former wallflower in the world of business networking, I get it. It was intimidating for me in the beginning—until I discovered the power of storytelling and how it accelerates the connection between you, your audience, and your ideal clients who will benefit the most from your services.
Your journey is made up of multiple stories so I’m going to start by taking you through the story creation process first.
I learned this process from my speaking coach back in 2007 when I was preparing for the Toastmasters International Speech Competition. Going through this process taught me SO much about the power of story, how to frame it, and most importantly how to share it with others.
Start By Thinking About One Event
When you think about your journey, start with one story – an event that stands out to you. The memory could spark laughter, be inspiring, or even a challenge you overcame. I call it your ‘there to here’ story and it’s the same framework I used to create my TEDx talk. I also used this for the keynotes that I did since there multiple stories in each one.
Sometimes, stories come out of the least likely places. One of my favorites was sharing the story of how I met Bob Burg via Twitter. It’s the ‘if you don’t ask, the answer is always no’ story. The result was coming out of my wallflower shell and sharing the stage with Bob a year later. He even endorsed my second book—an incredible full-circle moment.
Sharing this story during keynotes and company training inspired other wallflowers to step outside their comfort zone. How do I know this? Through the conversations, I had with attendees at the events and the emails they sent me telling their stories.
TIP: Keep a story file. My speaking coach taught me this to ensure I didn’t forget a good story example. In 2007, I used a Word document, but now I use the notes app on my cellphone and Evernote on my computer.
Don’t Worry About How It’s Going to Sound
Attraction marketing starts with authentic storytelling.
Write about what you want to share – don’t worry about how it will sound. This is where the doubt tends to creep in. If you’re introverted, that can make it even harder. This is why you start with a story file and reflect on memories.
- An easy one is to think through why you started your business in the first place.
- Or if you haven’t quite made that leap, what’s going on now that makes you want to make the move?
Just start writing and see where the words take you. You can always go back and revise it later, but getting started is the hardest part.
The next step is to write down a few thoughts on paper (in a journal), in a Word document, or on my favorite platform, EVERNOTE. You can also record with an app on your phone and have it transcribed through HappyScribe or another online platform for next to nothing!
I used this process to write a 221-page business book, which went from nothing on paper to fully published in 35 days (long before AI)!
Use a ‘There to Here’ Framework
When you share the story in a way that is interesting and easy to follow, it will keep readers/listeners engaged. You do this by making sure to focus on the main points. Getting caught up in the tiny details we remember is easy – but your audience may get lost in them. It would help if you had the set-up, three to five main points. This will help you stay on track and ensure your story is clear and concise.
It’s also essential to have a strong ending so your audience will remember what you said. I always say there are lessons to be learned in every story.
When you’re done, ask yourself how the experience has changed you and what you learned. This is a great way to wrap up your story and give your audience something to think about.
TIP: A clear ending with one main call to action will help your audience remember the story. If you want another set of eyes before you share your story, ask a friend or business associate for feedback before publishing it publicly so you can make any necessary edits
5 Ways to Share Your Story
One story can be shared in multiple ways – repurposing makes sharing your story easy! Start by picking an outlet that feels comfortable to you. This also determines the length of your story.
- Blog, podcast (yours or someone else’s)
- Facebook post, live or Instagram story
- Interview in a Facebook group, or YouTube channel
- On the About section of your website
- At an event – webinar, workshop, local professional organization, etc.,
When it comes to sharing your journey, the most important thing is to start. Don’t worry about whether it sounds perfect or if it’s interesting enough. The key to client attraction is authenticity, so write down your thoughts and see where they take you.
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