Tell Your Story and Bring in Customers (3 Rules)

Written by
Craig McBreenPosted on
February 20, 2024

Do you want to find ideal customers who will buy from you?

You must first earn their trust.

And before they can truly trust you, they must first know and like you.

You’ve heard this before, but are you doing it?

If not, here’s how to get started…

Start with story. This is how you get potential customers to understand you, like you, and maybe even buy from you.

You do this by focusing on telling a story that speaks directly to them, providing a constant flow of valuable content written to help them.

This story framework is a great way to help curious prospects like, know, and trust you, and become happy customers.

To do it right you must follow three rules.

Simple storytelling rules that will make it easier for people to discover you, start to like—maybe love you, have faith in you, and then decide you might be the person they hire or purchase a product from.

You might be saying, Craig, this is all great, but I’m no Hemingway and have zero idea on how to get started.

Well, that is why you’re reading this little post, right? Do you want to learn how to write an ongoing narrative designed to help your ideal customer?

Good thing, because this narrative is how you get them to like, know, and trust you.

To get started, you must clearly understand three rules…

The following three rules will help you tell your story and bring in customers

1. Rule numero uno–Laser in on your ideal buyer’s problems and write about them.

Easy peasy, eh? Indeed, but here’s the thing–most business owners do not focus on this particular type of writing. They would rather write about their expertise, history, awards, etc., which is NOT the way to tell a marketing story that gets results.

NOTE: You’ve read about this story thing and it probably makes you think about cable TV shows, books, and big-time movies. But the thing is your brand story is nothing like a novel. You simply need to EDUCATE!

First, brainstorm and focus on your ideal customer’s biggest issues. What is their pain? What problems do they face? And what, exactly, do they need from you?
Now think about the top questions they would type into Google. What are those questions?
Next, start writing out answers to the top questions.

A Pulitzer Prize is probably not in your future. But who cares? You don’t have to be a great writer.

All you have to do is write informative, engaging content that helps, and continue to do so consistently.

It helps if you visualize one ideal customer who needs your help. This person is on a journey to get helpful information. You’re the guide.

So, write as a guide and see what happens.

Here are a few examples…

Say you’re a financial advisor. Then write about the following…

What Are the 10 Rules of Focused Investing?
Want to Invest? Know How Much Volatility Can You Tolerate?
What Is the Best Way to Minimize Taxes with Asset Location?
How to Build a Diversified Portfolio – Never Put All of Your Eggs in One Basket

Or, maybe you’re a life coach…

10 Reasons Why You Need a Daily Gratitude Journal
How Do You Turn Your Purpose into Action? (Follow These 5 Steps)
How to Embrace Fear and Make Change Your Friend
What Is a Life Coach, and How Can They Help?

Etc. I think you get the picture.

Effectively writing content to help people fix stuff will help you create a bond with them.

This bond means you’re top of mind.

It means they will like you.

And it earns you the right to sell.

2. Rule two-Tell this story in a consistent fashion. This means write about your customer’s pain and don’t stop :)

Remember, their problems become the bedrock of your ongoing narrative.

Your ongoing narrative can take the form of videos, blog posts, eBooks or all of the above.

Just remember to teach, encourage, and support.

You’re an instructor extraordinaire showing them the way.

If blogging is your thing, make writing a daily habit and create a blogging calendar. Pick one thing to focus on each month and come up with 12 themes…

Focus on the questions your customers always ask.

Develop keyword titles focused on these questions and your answers.

The titles you come up with are your posts. After that, start writing out a theme for each month, then pick the best titles to fill each month.

Here’s an example of what I’ve done in the past…

Month 1: How to find your ideal customer
Month 2: Brand development and strategy
Month 3: Marketing strategy
Month 4: Story and content creation
Month 5: Implementation – building an online platform
Month 6: Engagement – social media marketing and other online assets
Month 7: Generating leads
Month 8: Converting leads
Month 9: Getting yourself out there (promotion)
Month 10: Setting goals and tracking your progress
Month 11: Problems that arise and how to squash them.
Month 12: Focusing on the big picture (planning for the years ahead).

Get busy with that calendar!

3. Rule #3. Treat your ideal customer as the person in the lead role. The hero of their own movie.

Remember. Each reader is on a journey. You’re here to guide them by crafting content designed to help them complete their journey.

If you want them to like you, trust you, and tell others how great you are, start treating these people like the heroes they are. Practice a servant mentality and see where it gets you.

Okay, class, it’s time for a review…

Story Rule number 1.

Laser in on your reader’s problems and write about them, NOT your business. Don’t be a marketer. Be a teacher.

Story Rule number 2.

Continually write content focused on their pain.

Be the customer and walk a mile in their shoes. Crank out content to guide them. Remember, you’re the expert. Proudly show your knowledge in the form of helpful content.

Story rule number 3.

Treat your readers like heroes.

You might remember the movie “The Karate Kid”. It’s a fairly modern version of the “Hero’s Journey.”

A familiar story framework you’re very familiar with. In the case of “The Karate Kid,” it’s about our protagonist Daniel-san and his journey from zero to hero.

Think about each potential customer as a young Daniel-san on a journey.

You’re not the protagonist. You are the teacher. The teacher in The Karate Kid was Mr Miyagi of course. Do you remember that guy ;)

Just remember that storytelling is not about you and your business.

You’re simply the pro who shows them the way.

Now get busy being their bran ding and marketing guide.