Want to know one of the biggest reasons that social enterprise grew by almost 40% in 5 years across Australia? Business that exist to build a better world are compelling...
People want to know more about why they do what they do, how they do what they do and how they can get involved.
Now, want to know an even bigger secret?
What is the number one power play of personal branding that will grow your enterprise?
Your power story.
Storytelling is utterly compelling.
It is the fastest, most authentic way to build organic, emotion-based relationships between your brand and your target market.
The vast majority of purchase decisions are made due to an emotional connection with some aspect of the brands we consume.
People respond much faster and more emotionally to another person rather than an object or service.
That’s why your power story is the key to unlocking your target market’s motivations and inspiring the action you desire.
Your power story is a superbly written narrative of you – specifically aspects of your background, vision and values that your target market can relate to.
Every aspect of your written marketing communication is then written from your power story.
Finding Your Power Story
With decades of experience in media writing, the most effective and efficient means we have found of identifying your power story is an interview.
Asking the right questions enables us to uncover experiences and events that have happened to us that helped shape us.
Those events that are very often emblematic to other’s stories. They allow people to relate to you and therefore your brand.
One of the most important aspects about defining your power story is drawing lines.
Knowing what you’re happy, comfortable and confident to talk about and what is off limits.
However, when you’re able to analyse your personal narrative and speak to moments of challenge, moments of decision they help your target market see what values you stand for.
Every person has values.
If they can relate to your values – your WHY – then they will find themselves able to relate to your brand.
Without an emotional connection of this kind, you’ll find yourself working much harder to convert this target market into consumers.
This approach is so applicable for social entrepreneurs and enterprises, because it is generally a field that target markets always seek an emotional connection with.
But the power story should be in everyone’s marketing arsenal.
Let’s look at an example.
Internationally renowned singer Toni Childs
We executed her comeback tour a few years, and continued to work with her for 6 more years after that.
Rather than implementing a media campaign around ‘three times Grammy nominee and five times Platinum international best-selling artist Toni Childs releases new album etc. we dived a lot deeper to get her story.
So in her interviews Toni got quite real and raw – by talking about her experience of healing herself from Graves disease. Her interviews were funny, empathetic, vulnerable and inspiring. Many listeners, viewers and readers could empathise with her journey and she became a public face of courage and determination.
We had many invitations back to speak on radio.
Her story was utterly compelling. And her WHY shone loud and clear.
It resulted in a hugely successful comeback with full houses and raving fans. Her new album Keep The Faith sold well and fans loved her new body-care range. Concert venues rebooked her…it was amazing.
If you read about a person who lead with a sense of purpose and integrity, powering those around him to do that same, wouldn’t you want to meet them, work with them?
Take a Deep Breath
Personal branding is incredibly powerful.
The most compelling part of your personal brand?
Your power story.
Finding your power story can be a confronting journey.
Being able to talk about aspects of your past that shaped your life can be hard.
But when you are professionally coached in understanding what you’re comfortable sharing and how to share it in a way that makes you totally confident you will find an undeniably powerful communication tool.
Your power story is the expressway to emotional connection, meaningful engagement and bottom line conversion from your target market.
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