Using Stories To Get Great Clients

Using
Stories to Get Great Clients

Your Story is Your Success!
Lisa Bloom MBA PCC Story Coach Founder of Story Coach Inc. www.story-coach.com
Copyright 2012 Lisa Bloom, Story Coach Inc. All Rights Reserved. www.story-coach.com
2012 Lisa Bloom Story Coach Inc. All rights reserved, Including the right to reproduce this ebook or any portions thereof in any form. For further information, contact Lisa Bloom lisa@story-coach.com http://www.story-coach.com +972-4-6399328
Contents
Introduction ................................................................................................ 4 Lisas Story ................................................................................................ 21 Part 1 Discover Your Story....................................................................... 10 Part 2 How To Use Your Story.................................................................. 13 Part 3 Your Winning Niche ...................................................................... 13 Part 4 Creation! Crafting Your Story ......................................................... 18 Part 5 Telling Your Story for Maximum Effect! ......................................... 18 Call to Action! ........................................................................................... 24
Introduction
Storytelling is by far the most underrated skill in business. Gary Vaynerchuck, @garyvee, Author, Crush It !
These days, so many entrepreneurs are having a tough time finding clients. There are lots of reasons. Some are external, like the economy and lack of resources and the general sense that people need to hang on to whatever money they have, rather than spending it on products and services. Other reasons are related to internal issues; primarily the feeling of being overwhelmed; spinning plates, juggling balls in the air, tightrope walking; and along with this fragile balancing act there is the ever-growing feeling of frustration. Entrepreneurs (or those that would like to be) are more and more frustrated by the feelings that in doing everything, nothing is getting done. With the desire to have their authentic voice out in the world, and do meaningful work, its easy to feel discouraged and even desperate. Is this you? You're great at what you do, but you have a really hard time trying to market yourself and sell your services. In fact, you hate the marketing and most of what the experts tell you to do feels all wrong. If you have such a hard time articulating what you do, it can lead to a serious crisis in self-confidence; it is so easy to lose confidence when you feel like you are unclear or stumble over your explanations about yourself and don't give the effect you want. There are clear signs of overwhelm and frustration that are emerging for more and more busy, successful and talented entrepreneurs: It seems like there are just not enough hours in the day.
There is never enough time to respond to emails, follow up with potential clients, do the paperwork and develop new ideas for products and services. You have become exhausted because your work pulls you in every direction and you have little or no time to yourself. You fanaticize about getting to read that book youve had your eye on for ages, or meeting up with some friends or even just taking a really nice walk or cycle without worrying about what you need to rush home for. It feels like by the time things get easier, itll be too late, your kids will have grown up and your life will have flown by. You know that all your hard work will eventually pay off but wonder if it is just taking too long and youll look back and wonder what happened, how did those precious years disappear? Youre beginning to wonder if it really is possible to have everything you want without jeopardizing your health and happiness. People always say, you cant have your cake and eat it. And I always wonder, whats the point in having cake, if you cant eat it? Are you wondering what the price will be for you having it all? Are you endangering your health and sanity by simply wanting to be all that you can be? But there is HOPE!!!! If you learn and use the success techniques, that I am about to show you; you can have an interesting, successful business, get your story out and do the meaningful work you are supposed to do! You can learn the powerful secret of attracting clients and building your business while keeping your authenticity and comfort level with the marketing! Its not based on theory or a quick fix but something much deeper, more compelling and far more magnetic. When you think about it, every successful person and every successful business has an amazing story behind them, and we always remember the story. You also have a story that is the key to attracting clients, making money in your business and keeping a balanced personal life. Here are some examples:
Have you ever struggled to explain what you do to a potential client? You can find your story, the one that makes people listen, be easily influenced and convinced to work with you! Have you ever missed your big chance to make an impression with a new client? You can discover your authentic story that describes your core strengths, the story that will differentiate you in your niche market. Do you know what your story is? The main theme of you that will make all the difference in getting what you want. How many times have you heard an amazing story about a person or a business that you remembered later? These are the stories that we pass on. The stories that really draw us in and we respond to. In every interaction, we are drawn in by a good story and that is what we remember! All we have to hear is the first few words: youll never believe what happened so there I was minding my own business when it was a long time ago but I remember it like yesterday do you remember how it started We are immediately interested, we want to hear what happened, we eagerly await the next few words. Well, its no different with business or individual success, when there is a compelling story, we always remember it! Who can forget J.K. Rowling writing the first drafts of Harry Potter in a caf because she couldnt afford to heat the apartment where she lived; or how Bill Gates dropped out of college, how George Eastman (Kodak) had a vision of every person owning a camera, or how Henry Ford said they could produce a car in any color as long as it was black! These are stories that stick, stories we remember! You have an amazing story too! You have passion and expertise and you are committed to what you do. When you can tell your story, you can build
confidence and create relationships; you can build credibility and trust. This results in more clients, more sales and a more vibrant business. You see everything depends on your story - your business plan and all of your activities - if your story is not clear to you and to your clients, your business will not thrive. This is not just about writing marketing copy, or developing a brand this is about understanding at the most basic level, what you are here to do. It is about being crystal clear and completely focused about what only you can offer your clients. How you can add value way beyond your clients wildest expectations; this is about your confidence to go out there and create the success you have always dreamed of. So that: Your business will be more profitable You will attract more of your ideal clients You will know that you are giving phenomenal value to your clients You will feel confident and secure as you create your success You will have more free time to create the lifestyle youve always wanted because your business is thriving!
Welcome to Using Stories to Get Great Clients
Lisas Story
They say I was a late walker, but what I missed in mobility I made up for with words. In fact, I never stopped talking, they say! I was telling stories even then! I was born in Dublin, Ireland and grew up in a traditional home surrounded by beautiful countryside (it really is greener than anywhere else!), amazing stories of pixies and leprechauns, and the warmth of Jewish practice (not to mention chicken soup and kugel); I grew up to love to hear and tell stories! I have travelled widely and taken on many jobs; stable-girl, galley-slave, bartender, photographer, Rape Crisis Counsellor, HR Manager, Coach, Mother, Entrepreneur, Writer, Trainer and Storyteller. I have a BA from Tel Aviv University and an MBA from Boston University. I was awarded the PCC from the International Coach Federation and have served for two years consecutively on the ICF Global Research and Education Committee. As the founder of Story Coach Inc. http://www.story-coach.com , I work on developing creative solutions with coaches, trainers and entrepreneurs to beat overwhelm and stress and discomfort with marketing to find confidence, attract ideal clients and build their business by finding their success story. My Certified Story Coach Program is accredited by the ICF, I also presented at the ICF Conferences 2010 and 2011, the European Coach Conference 2011, the Coaches' Edge 2011 and various other international speaking opportunities. In December 2011 my book, 'Cinderella and the Coach the Power of Storytelling for Coaching Success' was published and became an Amazon Bestseller. I run workshops and Story Coach session for clients all over the world. I am convinced that telling a good story is the remedy for most ills! I live in Israel with my partner and our 4 wonderful boys!
I have never ceased to be amazed at the power of story. Join me to discover how your powerful success story will make all the difference to your life and your business.
Part 1 Discover Your Story!

In the long run, we shape our lives, and we shape ourselves. The process never ends until we die. And the choices we make are ultimately our own responsibility.
~ Eleanor Roosevelt ~
The Power of Story

In the olden days, we sat around the fire and told stories. As the darkness fell and the night drew in, we told about the day that had passed, the people we had seen, the words that had been spoken, the places we had visited. We told about other days, people and places. We understood the world and our place in it, through our stories. And then we told about our dreams and our memories; our passions and desires; we came alive through our stories! Storytelling is an age-old tradition originating in all cultures and in many different settings; it takes place around the fire, or over the washing of clothes in the river or by the well while watering the animals; it takes place on the bus, train, on the telephone, by email and during dinner parties. It is the way people have connected and shared their lives with each other since the beginning of time. Throughout the generations, communities have passed down their stories
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from parent to child, preserving their history and culture, recording their experience, illustrating their values, creating continuity. We live in a world where there is a huge reliance on technology and where there is a vast amount of knowledge on every subject readily available to huge populations of people. In spite of this, or perhaps as a result of this, people are craving the simplicity of traditional storytelling. Information simply leaves us feeling incompetent and lost. We dont need more information. We need to know what it means. We need a story that explains what it means and makes us feel like we fit in there somewhere (Annette Simmons, The Story Factor, 2006).
Whats Your Story?

How often do you hear people talk about what they do but not really understand what it is? How many times have you looked at attractive websites that seem to be based on a good idea but they do not explain their services well? How often have you read about a persons great knowledge or education but failed to understand what they are offering you? For so many people starting a new business, or developing an existing one CLARITY is a huge challenge. You may know what you want to do and what you are good at, but are you communicating it in a clear and concise way? Does your listener or reader really understand what it is you do, and more importantly, who you are? What you need is to articulate a story, a compelling narrative that tells all about you. Storytelling is the easiest and most intuitive way to communicate. It is the oldest and most powerful tool of influence. When you start to think about your story you are forced to think about the most vital questions. You start to become clear about who you are, and how and where YOUR story started.
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Its similar to the work required for a successful job interview. You need to write a Resume (or tell the story) of how everything you have ever done in your life has led you to the point of applying for this job. Your life story is the same. It has led you to where you are now and why you are in the perfect place to be doing whatever it is you do today. As you work through your very own narrative, you become clear about the crucial questions about what you do and why you do it. A by-product of this process is to hugely increase your confidence and self-esteem. You can create a story that makes you feel great; great about yourself and about the outstanding value you can give your clients. You are working from a place of personal truth. Your life and your passion are what it is all about. When you stop confusing your audience and start telling your authentic, compelling story, there are no limits as to where it will take you! When you create your compelling personal story with clarity, you have an incredibly powerful asset for your business and for your life.
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Part 2 How to Use Your Story

We live in story like a fish lives in water. We swim through words and images siphoning story through our minds the way a fish siphons water through its gills. We cannot think without language, we cannot process experience without story. story. Christina Baldwin, Author, StoryCatcher: Making Sense of our Lives Through the Power and Practice of Story
The Stories We Tell!

As we experience life, we tell it almost every event that happens to us, we pass on; as an anecdote or complaint, or amusing table-side story or told purposefully and with interpretation. What we tell is entirely subjective, we choose the words, the tone, and the attitude. So in the telling, in the narrative we choose, we define the experience. In fact, our reality is defined by the stories we choose to tell. Sometimes, thats wonderful. We choose to tell empowering and creative stories about our lives. Sometimes, however, we get stuck in stories that do not serve us well at all. And how committed we can become to these stories, its fascinating! If you think about two siblings who grew up in the same house, they usually tell entirely different stories about their childhood. And everyone can think about people who tell the same old stories again and again. They are
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stuck in their own (usually negative) narrative about a life event, and it does them no favors! But we CAN choose new stories, better stories! Its not about changing facts or altering reality, its about choosing to tell stories that serve us well, its about telling enriching, positive and empowering stories that describe life the way we want to live it!
Telling Your Business Success Story

How often have you read the same old marketing copy; the words that promise you everything you ever wanted. Often its the promise of lots of money or the ability to attract all the things you have ever desired; to get hundreds of new clients, or lose weight and meet the partner of your dreams. This, to me, is language devoid of authentic narrative. Its the language of oldstyle marketers who try to create a market out of peoples strongest wishes. I need to believe in the story I read, I want to know that its true, that the promises are realistic and attainable. I want to get results that are measureable and authentic and, above all, right for me. If you want powerful language for your website, your marketing material or speaking engagements, you need to come up with your compelling story the true story of you. You need to let go of the language that you have been using. You need to embrace your very own story. Yes, your story is THAT powerful and the results will surprise and amaze youthis really does work! The story space is a safe place, a place where candid interaction and communication is encouraged. Storytelling builds trust between the teller and the listener (or reader). It is in this uncertain world, where people are scared to take risks and need to trust, your story will make all the difference. As you ease away from traditional marketing and sales language and embrace your own compelling story, you are setting the foundations for a relationship built out of trust. As we know, people do business with those they know, like and trust. This is the true language of successful business.
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Part 3 Your Winning Niche

In each of us there is a little of all of us.
~ G. C. Lichtenberg ~
Storytelling is the Key!

Storytelling is the key to discovering what you were born to do. You can use a variety of models or story types that create the narrative that can explode your business and also create profound positive change in your relationships. Here are two of models for example: The Personal Story When you tell the stories of your life you invite your listener into your world. It is your connection, your life experiences, the meaningful events and experiences, your friendships, your family, the shared experience that brings clarity and direction to your clients. The Branding Story The product that tells the best story gets bought, its as simple as this STORIES SELL! When you tell a compelling story about your business, the result is phenomenal; its all about your comfort level and confidence with who you are and what you can offer. Potential clients no longer need to be sold to, they become interested in your authentic presence and the gifts you are sharing. This is an incredibly meaningful change from traditional sales methods. And it works!
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Why Should I Choose a Niche?

Let me tell you a story! It was a few years ago, we decided to take the kids out for dinner. We were visiting some friends and they suggested we go to a local chain of restaurants, one of their biggest branches was just around the corner. When we were handed the menu I saw that they offered 54 items, pretty much everything you could imagine! It covered starters, salads, pastas/pizzas, main courses meat and fish, side dishes and lots of deserts they even had 5 vegetarian options. We all ordered what we wanted and the food arrived slightly too quickly, so that we wondered if anything could possibly have been made fresh. The quality of the food was awful; it was a classic example of trying to offer far too much. By being a generalist, by offering every type of food imaginable, the cost was in the quality and the taste. Nothing in that restaurant tasted particularly good, nothing stood out! A few streets away from where we lived at that time, there was a local Yemenite restaurant. We called it the whole in the wall because it was pretty much that size. There, the local guy offered 6 items without even using a menu, each one more delicious than the next! Similarly, how often do you see a website that offers everything; they have life coaching, business coaching, spiritual & health coaching and you might imagine that if you asked them to wash your car theyd probably agree! Seriously though, often its really difficult to narrow down to one area. Its hard to let go of our talents, passions and experiences. But finding a niche is the key to attracting clients. Your winning Niche is going to be a combination of the following: Your great Passion The thing that drives you crazy When you imagine it, it gives you great joy! When you are doing the work, you feel consistently good!
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What makes you laugh! What you will be proud to think back on years from now. Let me explain: I am passionate about the power of storytelling and its application to business. It drives me crazy that so many talented practitioners and business owners lose confidence because they are overwhelmed by struggling to do everything and yet still not having enough clients; the result is that their brilliance gets lost. When I think of helping these talented people find the right story that will allow them offer their gifts to the world it gives me great joy. I love working with entrepreneurs to find their compelling success stories and build their business. When I spend time in the company of strong, passionate and empowered entrepreneurs we usually spend most of our time laughing!
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Part 4 Creation! - Crafting Your Story

Every person is the creation of himself, the image of his own thinking and believing. As individuals think and believe, so they are.
~ Claude M. Bristol ~
Passion
When you speak or write about yourself and your business, it has to be about what makes you really excited; about what makes you come alive. It is your passion that sells who you are and what you do best. If we decide to go on a vacation, we can find hundreds of books and websites to guide us. Similarly, if we decide to join a gym or take up a new sport, there are also lots of books and informational materials to tell us what we need to know. But one personal recommendation, that has an element of passion attached, can change all of that. One person telling us a story about how wonderful a certain destination is will change our mind entirely about where we spend our vacation. One personal anecdote about a specific sport or gym can change our decision about how we are going to spend all our free time in the near future. It is, once again, the amazing power of our stories, and particularly how our passion is transferred through our storytelling that makes all the difference.
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When you craft your story, you have to find the points of passion and connection in your life and make them an integral part of your story. This is what will make your story interesting, compelling and important to listen to. When your story is full of the passion you have for what you do your listener will want to hear more. Not only hear more, your listener or reader will want to act on your story.
Reflection
To begin to craft your story think about the following: Where have you come from personally and professionally? Think about your childhood, the family and friends that surrounded you as you grew up and into adulthood. The people and places that have become a part of your life, they are the essence of your story. How does this history relate to where you are now? What and who were the great influences in your life? Think about the people and live events that really moved you. Spend some time reflecting on these positive and often negative influences. Write it down, its all part of the story creation! Describe the pivotal moments in your life. These are the life events that change our direction, or confirm the direction we are on. For some its related to health issues, or loss of a loved one, for others its the birth of a child or the moment you heard great news. It may be to do with a particular job you did or didnt get whatever the moment, write it down and describe what happened and how it affected you. Who are you now compared to who you were at the start of the journey? All good stories describe a journey though it may be actual or metaphorical. What journey have you taken in your life and your career and how has it
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affected you? Are you different now to the person you were at the start of the journey? Whatever the answer to that question is, ask yourself why?
Structure
All stories have a defined structure. Make sure your story has a start, middle and end, though not necessarily in that order! Using the reflection questions above, weave the information together and you will see that you have already started to create your story!
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Part 5 Telling Your Story for Maximum Effect

Your own words are the bricks and mortar of the dreams you want to realize. Your words are the greatest power you have. The words you choose and their use establish the life you experience. ~ Sonia Choquette ~
Authenticity
The people and services that we are all drawn to, tell a story that interests us, a story that draws us in. They tell a story that is relevant, memorable and stands out from the rest. The story is compelling because it sounds true, it makes sense. The story is memorable because it is authentic. We recognize authenticity when we connect on an emotional level. We hear a story and believe it because it sounds true to our emotional experience. If we can relate to this truth then we always want to hear more.
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Think about a time when you have shared an experience with a friend through story. For example, take a conversation that talks about your childhood, where you grew up, your family interactions and your main influences during those years. When you share a truth through a story, your listener is interested in hearing your story for two reasons; firstly, because there is a shared understanding of a universal experience (we have all had a childhood!) and secondly, because we create an emotional connection and so there is interest in the outcome of this specific experience. You need to create your compelling story. When you have a compelling story about who you are and what you do, it creates an immediate emotional connection with your audience. Once you are connected, they will want to hear more. They will be interested in what it is that you do, how you do it and will want to take the next step so that they can work with you.
Ready to Roll!
Okay, so now youve heard the basics, you need to roll up your sleeves and get to work! Start thinking about your story, where you can use it and remember there are 3 Critical Steps:
1.
Discover Your Story

This is the stage where you reflect on your life and experiences, using my questions to guide you and discover the main events, influences and passions in your life
2.
Create the Narrative

In this stage, you need to weave together all you have learnt from the discovery stage and start of work on creating a succinct and powerful story.
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3.
Present Your Powerful, Compelling Success Story

This is the stage where you know your story, where and when you need to tell it and the effect it will have on your listener. The trick here is to understand the environmental and personal conditions that are most conducive to telling your story with the best effect. Your performance is the crucial part of this stage as you learn the storytelling skills required to do a great job! If you're serious about your business, this is exactly what you need, don't hesitate , start NOW! Contact Lisa (lisa@story-coach.com ) to request your FREE (30 minute) Business Breakthrough Story Session see below for more details!
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Call to Action!
Thank you for investing your valuable time and reading this e-book. Now is the time to take action if you want to create the success you deserve, heres what you can do: Contact Lisa at lisa@story-coach.com and schedule your FREE (30 minute) Business Breakthrough Story Session so that you can:

Create a crystal clear vision for your ultimate business success and the perfect lifestyle youd like your business to provide Uncover hidden stories and challenges that may be sabotaging the growth of your business and keeping you working too many hours Leave the session renewed, re-energized and inspired to turn make your business highly profitable and your lifestyle balanced and joyful
Remember - Your Story is Your Success!
Contact Details: Lisa Bloom Story Coach Inc. Email: lisa@story-coach.com Website: www.story-coach.com
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Using Stories To Get Great Clients

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Using

Stories to Get Great Clients

Welcome to Using Stories to Get Great Clients

Part 1 Discover Your Story!

The Power of Story

Whats Your Story?

Part 2 How to Use Your Story

The Stories We Tell!

Telling Your Business Success Story

Part 3 Your Winning Niche

Storytelling is the Key!

Why Should I Choose a Niche?

Part 4 Creation! - Crafting Your Story

Part 5 Telling Your Story for Maximum Effect

Discover Your Story

Create the Narrative

Present Your Powerful, Compelling Success Story

Remember - Your Story is Your Success!

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