The importance of a consistent story

The golden rule of marketing is that people have to see your message at least seven times before they even pay attention to what you are saying. 

If you are constantly changing your message, then how will your potential clients ever know what you are saying? If you aren't consistently telling them of the benefits of your services, then how will they know you have the solution to their problems?

Developing your business story is a key component of creating key message points that connect directly with your ideal clients. Telling a consistent story strengthens your brand and helps identify you as an expert in your field.

Best of all, creating a list of key messages means you don't have to reinvent the wheel each time you want to communicate with your clients. Just make sure you don't sound like a broken record by adding personality and creativity to your words. 

Who's telling your story?

Whether you realize it or not, you are telling a story about your business. Question is, does that story accurately reflect who you are, what you do and the clients you serve?

Every page on your website, every sales letter, every elevator speech, even every tweet you send - all of these communications tell the world about your values, attitudes and personality. It is up to you to put forth consistent, accurate and positive messages that reinforce your business story.

So, here is a homework assignment for you.

Pull out all of your marketing tools- anything that a client or potential client sees. Print off your website and any other online tools you use to reach your audience. Take a look at what you are saying and answer the following questions.

1. Is your story being told loud and clear?
2. Is your message consistent across the board?
3. Are you relaying the image your want for your business?
4. Do your core values show up in your materials?
5. Does your personality shine through?
6. Does everything make sense? Are you contradicting yourself or being vague in any area?
7. Are you being seen as an expert in your field?
8. How do things look? Professional or amateur? Corporate or creative (or both)?
9. What's missing? Is there something you know you need or an item that you are constantly asked for but don't yet have a template?

Once you have looked over everything, ask a client or close friend (someone with strong business sense that will provide an honest assessment) to also review your materials. This may be a little scary, and possibly painful, but absolutely necessary.

Take the time to rewrite your materials so your story shines and redesign your tools to best showcase the special skills you offer and attract your ideal clients.

You'll be amazed how much your business will soar once you are the one sharing your business story with the world.

Visualizing your ideal client

It's no secret I am a huge hockey fan. It is really the only sport I am fanatic about, so it is pretty rare I pull out sports analogies to make a point. So, here I go.

In hockey, or any other sport, athletes are trained to imagine the outcome, visualize what they intend- the puck going into the net, the bat striking the ball that then soars over the back fence, the perfect back flip with a solid landing.  How can entrepreneurs use that technique to take their business to the next level?

First, think about what you want your clients to say about you. Write your dream testimonial. It could go something like this:

Kristina Shands and Authentic Communications are a dream to work with. By developing my own unique business story and using that story to set myself apart from my competition, I was able to double my client base and establish myself as a leader in my field- even as I stayed true to my values and beliefs. My ideal clients now find me- as if by magic. Thanks so much for making this whole process fun and enlightening. I hope everyone discovers and embraces their own unique talents."

Working with the end in mind, you can see what you need to provide your clients in order to get your dream testimonial.

You can even visualize your ideal client, right down to the types of shoes they wear or the music they listen to.  Here is a description of my perfect client:

My ideal client is creative, positive, living their dream and passion, willing to take risks, match my values, laid-back, personable, fun, wearing jeans and t-shirt or nice shirt- not a suit and tie, earthy, progressive, music lovers (Americana, Folk, non-pop/rock/country) non-traditional careers/industries, off the beaten path, unique, inspiring, intelligent, positive, fun, calming, relaxed energy, don’t fit in the square hole, like thinking out of the box.

See how being really clear about what you want to achieve and with whom you want to work with can help guide your decision and prioritize your actions?

Just as an athlete bases his or her training on their final goals, you can do the same for your business.