Facts tell, stories sell – it’s a fact

We’ve all heard this before but just how do you craft a story that actually turns readers into paying clients? Well, first we need to understand the structure of a good story. The basics are that there is a beginning, a middle and an end. Then you need some characters – a hero, a villain and a desired person (optional).

Then you need a framework – the hero (maybe reluctant) wants something and the rest of the story is the journey about discovering if the hero will get what she (it is a woman entrepreneur magazine) wants. Along the journey, this hero will encounter obstacles (or problems) that she will have to overcome.

These obstacles may be physical, emotional or mental, and she will have to find a way to overcome them to get the desired outcome, whatever that may be. Now, let’s look at it from a business perspective, why does business exist?


To solve problems

Our customers have problems and they need help. By talking about the problems, our customers will create a deeper connection or rapport. Discuss the problems with them so that you can take them on a journey towards their goals.

Your job is not to be the hero but to be the guide that helps the hero on their journey. If you have read Dante’s Inferno, Dante had to traverse the 9 levels of hell. His guide, Virgil, made sure that he didn’t get lost or stray from the path and also made it out to the other side.

You are Virgil!

Another thing we need to understand is that people make decisions on emotion. Yes, there are some practical aspects to a decision but if you really want to get someone to buy into what you do, you need to talk to them and connect with them on an emotional level.

No matter what product or service you sell, you want to tell them the story of what it will do for them personally, how it will change their lives and what they will be able to do with the solution you have provided.

Let me give you an example:

A client of mine, Daan, owns a small business selling coaching and software services. He runs the business with his wife and has 3 children.

His wife is pregnant with their 4th child and is very close to giving birth. At the same time the business is taking strain as he is the only one who is running the business and has clients to look after.

He is working 24-hour days, in fact, when I spoke to him, he hadn’t slept for 3 days.

Maybe that’s why he bought. 

Can you imagine what it must be like to be working so damn hard, have all these responsibilities; to pay bills, take care of clients, help look after 3 kids and support your very pregnant wife without sleep and being stressed out about not having enough money coming in and servicing clients?

Maybe this is where you are at right now

When I spoke to him, he knew something had to change. Physically he just couldn’t carry on doing things the way he was. He was going to burn out. And that’s when he made the decision to take the leap and move forward. To burn the boats at the shore and only go one way, never looking back.

Well, let me tell you where Daan is right now…

Daan tripled his revenue in the first month of working together. His thinking changed, his belief in himself changed, he saw the true value of what he does and the services he offers and how he really helps people. It changed his entire perspective on business and on life.

Daan now has 3 employees, and 4 kids (they don’t work for him… yet, they’re too young). He has moved out of his home office into an office with a view. He has more clients than he knows what to do with and better yet, they pay him what he is worth – 10 times what he was originally charging.

He did more revenue in November 2017 than he did in the whole year. He hit 75% of his 2018 sales target in January. And all this happened in only six months.

If you have felt like Daan, or been in a similar position, and you know you have a great message or product or service but just don’t know how to get it out to the world, book a call with me. We can work through how you can achieve your own goals and dreams by using a step-by-step system to automate and grow your business.

Simple, clean and to the point.

Here is the structure to create your own story:

• Who are they? (industry, company name, size if relevant)
• What is the biggest problem they face?
• Why did they come to you?
• What did you help them do?
• What were the end results?

Go and do this exercise. If you need help crafting your own story, connect with me and I’ll guide you to achieving your dreams.

Always believe in magic,

Matt Clark




How to Charge More, Work Less and Feel Great about it!

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