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.

Storytelling with social media

If you are treating social media as an afterthought or a never thought, then you are missing a huge opportunity to reach out to your ideal clients and share your message.

But how in the world do you tell your business story in 140 characters?

You don't. It's not about just one tweet or one Facebook post. It is about a strategic plan that integrates your business story into your marketing plan - a plan that incorporates social media - to reach your clients and achieve your goals.

Treat your social media tools as a vehicle to spread your story, showcase your clients and educate others on the solutions you offer.

The best way to do this is to plan your tweets, posts and comments and make sure you clearly express your key messages and talking points.

Just remember social media is a two-way street. Offer your followers and fans a chance to interact with you and provide precious feedback.

Most importantly, make sure you are telling your story, not selling your story. At least 80 percent of what you offer on social media sites should be content, with 20 percent or less sales and promotions. Nobody wants to follow an infomercial.

Add personality to your posts and value to your tweets and watch your story spread across the social universe.

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.

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.