Why telling stories about your work is not always a good thing.
It took a long time for me to get this one right.
But once I did, everything started getting easier. New clients started showing up – not only with more interest in my work but with a greater appreciation for its value.
And yet, this is the one mistake that I see creative business owners making. It’s the thing that keeps them from standing out from the crowd and can turn your efforts to engage your audience into just so much time wasted.
Visit any website (especially your own ‘About’ page) and you’ll see the problem:
Talking about yourself instead of talking about your customer.
I know. I did this. It feels natural to want to show what you can do – or demonstrate the length and breadth of your experience. But your customers and clients don’t really care about you and your story. They care about themselves and their own story. They care about their problems and concerns. And they want to know if you understand them.
It’s Not About You – It’s About Them
Take a look at your website or your latest social media post or the elevator pitch you’ve been using at networking events. Is it all about you and how great your service or product is?
Or could you be telling video stories about the real benefits that your customers are looking for? Start telling stories about your customers and they’ll start talking with you – and hire you.
Here’s 5 essential steps to telling stories about your customers
1. Begin by telling their story.
2. Talk about their circumstances.
3. Present a picture of where they are now that shows you understand their concerns
4. Then show them where they could be.
5. Listen to what your customers & clients want and then show them how you can help them get it.
Air on the side of humanity
The Jet Blue video above does this beautifully. In 60 seconds it perfectly describes the circumstances of the typical frequent flyer – showing the lack of customer care provided by the airline industry. In a review of the video, Adweek points out that the video shows how we’re actually quite pigeon-like, “Much like the humble pigeon, who flies in crowded spaces, gets crumbs for snacks and is generally ignored and/or despised, we tend to be unappreciated when we take to the skies aboard (other) airlines.”
Anybody who’s ever flown can relate.
And it’s funny because it’s a pigeon who’s narrating.
The video closes with a key insight that you can’t help but agree with: “There’s gotta be a way to fly with a little respect.”
Why this works
Jet Blue shows us where we are today – which is a crumby place to be (see what I did there?). And then suggests the possibility of something much better – which speaks to our collective desire.
We want to fly with respect.
Then they hit us with how they’ll take us there – with more leg room and free, unlimited snacks and two slogans to help us feel respected: “Air on the side of humanity” and “You above all.”
This video didn’t go super viral – but it didn’t have to. It just works because it tells a great story.
Sometimes we can feel like our social media stuff is getting way out of hand. Trying to pay attention to Facebook and Twitter and Youtube and LinkedIn and Instagram and your blog, posting on all those platforms, is overwhelming.
It can feel like you’re traveling in six different directions – and it’s a bit of a gerbil wheel because it’s often hard to tell what kind of results you’re getting.
So, recently I decided to take a different approach.
What if I focussed all of my online activities to support things I’m doing offline – in the real world? After all, the main goal of all this online marketing is to actually meet people and start working with them, yes?
I started experimenting with Facebook Live and just last week I achieved inconceivable* live video success…!
I’m now hosting two live events each month and each event has guest speakers. So, my new content marketing strategy has evolved to do weekly interview with a guest of an upcoming event on Facebook Live – where they can share actionable content. We talk about the guest and invite people to come to the next event.
The live feed can be shared with the guest’s audience on Facebook in addition to my own – so I’m able to reach new people with every broadcast.
I wanted to share early results from this experiment (see video above) because it’s doing even better than I expected.
In this interview I was talking with Digital Marketer Taylor Kloss via Skype and doing a live broadcast of our conversation. Here’s what happened: this video reached 400 people and the video had over 230 views.
I had a specific call to action which was to invite people to my Big Idea Lab event (which was the first thing I said at the start) – so I have a pretty clear idea that 230 people actually saw, heard or watched my invitation!
Let’s compare this to an earlier post I did to announce the same event, which was a regular post with an image. It had a reach of only 6 people and there’s no way to tell if any of those people even noticed the invitation.
Clearly Facebook likes live video and will reward you when you make one by showing it to more people.
But it gets better.
I can take the same video and upload it to Youtube and post it on LinedIn and share a screenshot on Instagram (and tag Taylor) and post a link to it on Twitter (and tag Taylor). And, like I’m doing right now, turn it into a blog post and then send it out via email.
This is no longer doing six different things all going in six different directions. One piece of content that took 10 minutes to produce. And it’s in support of growing my community in the real world!
Did it work? As of this writing the next Big Idea Lab has 43 people registered. Which, as far as I’m concerned is a huge success!
If you’ve been going way down the social media rabbit hole and you’re feeling fatigued from your content marketing, I invite you to join my FREE Videomaking Mastermind group on Facebook where you’ll learn more about how to build engagement and trust with your ideal clients – by doing Live Video.
http://awesomevideomakers.com/wp-content/uploads/2017/01/live-video-tylor.png266473Brad Powellhttp://awesomevideomakers.com/wp-content/uploads/2017/09/Awesome-Video-Makers_opt-logo.pngBrad Powell2017-01-14 16:22:282018-10-04 16:36:56How to Achieve Inconceivable* Live Video Success
Libby Kirkpatrick is a singer-songwriter and massage therapist who recently moved from Austin to Boston. She was interested in setting up her massage therapy practice in the Cambridge area and, as someone who just moved to the area, she needed to attract an entirely new group of clients. We combined both her talents in this authentic video profile of her work.
Then we created a video profile branding plan that allowed her to combine her talents and give her an immediate entrée to likely clients in the area. Her new massage practice is in a rented treatment room housed at a yoga studio – where there are a dozen yoga instructors teaching classes to a few hundred students each month.
To introduce herself to the community she offered to play and sing for Savasana at the end of yoga classes. (Savasana is the last pose done for every class in which students lay on the floor in a resting meditation). Because the yoga teachers where she practices also teach at several other studios in the Cambridge area – she also offered to sing at the same teachers’ classes at their other locations in Cambridge.
With this plan, in just a few weeks, she was be able to introduce herself to literally hundreds of local yoga students – her perfect target population as folks likely to be interested in a massage therapy session. Then she invited them in for a free assessment session – and followed up with a multi-session package offer. Anyone interested could visit her site and schedule a time for their free session online. This was a very simple-to-get-started strategy that gave Libby high visibility, and meaningful connection, with a group of her most likely clients.
Interested in devising a plan for how you can introduce yourself and share your story to a ton of prospective clients with video?
“Massage is a very grounding experience for me. I love to give massage. There’s an expression that if you give a massage, you get a massage and I have that experience.
One of the things that I would say is my specialty is the the concept of wholism. Somebody might come in with a specific incident that happened, in their neck or their shoulders, and they find as they come off the table that they have a new awareness throughout their body – maybe it’s more mobility in their hips or ease in their being.
So, giving massages is a privilege for me to work with another person who’s entrusted themselves to me. It’s an honor – and I take it very seriously.”
http://awesomevideomakers.com/wp-content/uploads/2017/05/libby-kirkpatrick.png7811402Brad Powellhttp://awesomevideomakers.com/wp-content/uploads/2017/09/Awesome-Video-Makers_opt-logo.pngBrad Powell2016-12-15 23:33:452018-10-04 16:36:564 steps to create an outstanding video profile that connects