Why is your story so boring? What you do for a living is fascinating and important. So why is it so hard for you to explain it? Here’s a solution. Let others do the heavy lifting for you! Let them sing your praises and tell their friends how much you did to improve their lives. How do you do that?
First, you’ve got to master the 8-second Elevator Pitch. Yes. In the era of media clutter, you have mere seconds to grab someone’s attention and peak their interest. Once you’ve done that, there’s clearly more to the story. Here’s where things get interesting.
Testimonials are great. You need those quick explanations from customers talking about how they actually benefited from your products and/or services. Validation is an essential component to any marketing strategy. But don’t stop there. What I’m talking about are people telling your story for you.
Let me explain. If I were to interview one of your customers, what would I hear? With some probing they would probably tell me about how they first heard about you in the first place. What were they hoping to get out of working with you? They would describe for me what it was like to work with you. I would ask them to explain what they were dealing with and how you helped them address their situation. They would tell me their outcome. All of this is vital information!
I can assure you, by the end of the interview, I will hear a whole lot about you – not just about them. By using elements of their story, I can illuminate the positive aspects of your business. People talking about you gives others permission to join in.
When you keep being asked to tell your story, just know there are various ways to explain what you do. Trying talk about yourself without boasting is a difficult. It’s such a fine line. That’s why most of us struggle to tell our own story Very often, it’s other people who can tell your story really well – chapter and verse!
Mary Jane McKittrick is a Messaging Expert and professional story teller who specializes in the art of the pitch. As a Consultant, Mary Jane inspires and empowers business professionals to craft messaging that gets measureable results. Mary Jane is a former TV News Anchor, Reporter, an Producer for 3 network affiliate stations. She has worked behind the camera in Entertainment TV, and as on-camera host of 2 nationally syndicated TV shows. Ms. McKittrick was in charge of overseeing communications for 5 statewide offices while serving as Director of Corporate Communications for a large healthcare company in North Carolina