Are you boring people?

If you are like me, you read a lot of blogs, articles, ezines, white papers and all sorts of other things. I hate to say it, but most of what I read is, well, boring.

Here are some ideas for writing a story that connects with your clients.

1. Write about what interests you. More importantly, write about the benefits you produce that will interest your potential client.

2. Be passionate. Allow your emotions and excitement shine through all of your marketing strategies. Be authentic, be yourself and your story will never be boring.

3. Know who you are speaking to. If you target a specific industry, speak their language so people feel comfortable with you and welcome you as part of the community.

4. Make your points. It is imperative to have a core message of three to five points that you want your audience to hear and remember. Make your points east to understand and retain. Stay positive and keep it simple.

5. Be clear and concise. Even if the benefits or solutions you are offering are complex, you must find a way to be succinct and crisp.

6. Know when to wrap it up. What is your attention span? What is the attention span of your audience? When in doubt, keep it short and sweet. 

Developing your key messages

Key messages are core points you want to make about your business to a targeted audience and potential clients. These points set you apart from the pack, are memorable, persuasive and help people better understand your business story.

Your key messages are focused nuggets of information that emphasize the benefits you bring to your clients, but they must also be authentic and believable.

If one of your key messages is, "All of my clients double their income after working with me," then you better be able to back it up. Actually, that message wouldn't work because it isn't believable. No matter what statistics you provided, I would think you were full of hot air, so be aware of what you are saying and how you are being perceived.

Developing three to five key messages is vital to spreading your business story in a clear and concise way. All of your marketing materials should express those points so your position is made loud and clear.

A few essential message points gives your business a consistent and authentic way to communicate with potential clients.

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. 

Identifying your ideal clients

Have you given any thought to your ideal client? I know it is tempting to say, "I work with everyone (or anyone)," but getting really clear about your dream client will help you focus your time, energy and efforts.

Take time to envision you ideal client. Get a clear picture in your head and then answer these questions:

• Where do you meet your ideal client for your first meeting? Is it in a coffeehouse? In a boardroom? At the park? At a hip downtown lunch spot?
• What are they wearing? Are they in a suit and tie? Jeans and t-shirt? Casual wear?
• What are you wearing?
• How do you interact during the meeting? Are you talking over charts and graphs? Are you chatting casually with lots of questions exchanged?
• How do you end the meeting? Handshake and business cards? Shake and hug? Quick wave? Fist bump?
• How do you feel after your meeting?
• What is your relationship with your client? Strictly business? Casual friendship? Best friends?

Do you have a better idea of your perfect client?  Identifying your ideal client and understanding your interaction with them can help you clarify your networking activities and streamline your marketing plan.

How to tell an interesting story that connects with clients

Having a story for your business is a vital component of any marketing plan for entrepreneurs and small business owners. How else do you set yourself apart from the competition, create an authentic, positive image for your business and emphasize the benefits you, and only you, offer to your clients?

It is not enough to just develop a story, though. You must be able to express that story in a memorable and persuasive manner, in a way that will relays your key messages to your ideal clients and makes a strong, powerful connection. Oh, and it has to be interesting.

That may sound like an impossible task, but studying great storytellers can offer insight to get you started.

1. Write about what interests you. More importantly, write about the benefits you produce that will interest your potential client. Talk more about the "after" photo than the "before" photo. People care more results than the process. (How else do you explain hot dogs?).

2. Be passionate. Allow your emotions and excitement shine through all of your marketing strategies. This is your business, your brainchild, your blood, sweat and tears. Expressing your passions for what you are doing will resonate with your ideal clients and bring them closer to you. If you are a very emotional, passionate person and you do not allow that to come through as you network and promote yourself, then how will clients react when they work with you? Be authentic, be yourself and your story will never be boring.

3. Know who you are speaking to. If you target a specific industry, speak their language so people feel comfortable with you and welcome you as part of the community. If you are crystal clear on your ideal client, then you will have no trouble speaking directly to their heart in a way few other businesses can.

4. Make your points. It is imperative to have a core message of three to five points that you want your audience to hear and remember. Do not try to make more points than that. You will become overbearing and your listeners will not be able to focus on what you are saying. Make your points east to understand and retain. Stay positive and keep it simple.

5. Be clear and concise. Even if the benefits or solutions you are offering are complex, you must find a way to be succinct and crisp. Most importantly, you must be able to support your claims, especially if you are new or have had tremendous results. You only get one chance to make a first impression, and you do not want that impression to an arrogant liar.

6. Know when to wrap it up. What is your attention span? What is the attention span of your audience? When in doubt, keep it short and sweet. If you have followed the above tips, then the impact you can make in just a few short minutes will benefit your business tremendously.

You have a short period of time to connect with your ideal client. Developing an interesting story that present you and your business in a positive light is an easy way to be remembered and set yourself apart.

White noise or powerful message?

I have a confession, and this is somewhat embarrassing, but I love talk radio. I have it on all day as I work. I don't actually listen; I just like having the background noise. I've tried listening to the radio, but I found myself singing along, which is distracting for everyone in my neighborhood. I think I like hearing the voices because it reminds me of working in a full office. Sometimes working from home can be very quite.

Which brings me to my point. Do you ever wonder how much attention is paid to your marketing efforts? Do people just pass right over it, like talk radio in the background?

The golden rule of marketing is that people have to be exposed to a message at least seven times before they even pay attention. If your message is inconsistent, then you will need to reach them more than seven times if you want to convince a potential client you have the solution to their problems. 

A concise, consistent message is key to cutting through all of the noise aimed at your ideal client. Using your business story to develop those unique talking points is a great way to connect with clients while staying true to your core values and showcasing your personality. 

Take some time this week to look over all of your marketing materials and jot down the key messages of each piece. Is there any consistency from piece to piece? Are the key points easily identifiable? Do they explain the benefits of your services, not just the techniques and details? 

Producing materials with key, clear powerful message points will prevent you from blending into the background noise.

If they could see what I see...

This past Tuesday, I spent the morning in court listening to child abuse and neglect cases. One of the groups that I work with is a CASA chapter (Court Appointed Special Advocates). A CASA volunteer acts as an advocate for the child as they maneuver through the court system. These kids need as many people as possible to stand up for them.

As I sat through case after case, I kept thinking that if everyone had this same experience, they would become a huge supporter of CASA. How could you not be moved by the plight of these children? If everyone could see what I am seeing, every child in the court system would have a CASA volunteer.

Later that day, I went to SOAR Youth Ministries in the Lonsdale community. I love this place. It feels so inviting and fun. There is always some activity going on- kids dancing, laughing and chatting up a storm. I caught myself thinking the same thing: if we could get everyone in the door, they would fall in these kids and support this great organization.

It may not be possible to get everyone into a courtroom or a community center, but you can take these stories and experiences out to everyone. Although it may not have the same impact, invoking an emotional response from current and potential donors is a sure way to increase their connection to your organization.

Telling stories in your newsletter, posting video on your website, including photos in your mailings and sharing powerful testimonials are ways to get potential donors to see what you see.

What in the world are you talking about?

I said that a lot at my last job. It was like the executive director and policy director spoke a different language. I called it wonk-speak and it was my job to de-wonkify everything that went out to our members, legislators and media.

So here's a question for you: who are you talking to and do they know what in the world you are talking about? Do you have the ability to make difficult points easier to understand? I don't mean you need to "dumb" things down, but if you are talking to a high school student, do you use the same language as when you speak to a scientist or expert?

It is so important to know who you are speaking to and create messages that they no only will understand, but can remember so they can pass it along to their friends. That's the ultimate goal, isn't it? To have your supporters telling others about your work and the importance of what you are doing.

Take time to look at your materials (website, newsletter, brochures) with fresh eyes and see if you are really talking to your supports or talking at them.