You don’t have to be a novelist or an expert marketer to tell a story that will resonate with your dream clients. In fact, the key to good storytelling is to be invested in your protagonist’s — or, in this case, your dream client’s — transformation.

In a recent post, we explored why storytelling is a powerful tool for building a brand identity. Now, let’s take a closer look at how you can use stories to create compelling content that will have clients lining up to work with you.

Craft your brand voice

First, it’s important to hone your voice by getting clear on your voice pillars. Just like your brand pillars, these are the values and characteristics that make up your brand voice. 

Messaging: Your messaging refers to the core message you want to convey to your target audience. It should be memorable, compelling and relevant to your dream client’s needs, goals and desires.

Tone: Tone refers to the attitude and personality conveyed in the language you use in your marketing. Your tone might be formal or informal, serious or playful, or authoritative or friendly, depending on your brand values and target audience.

Use this as a guide to ensure your brand’s messaging and tone (which can also include vocabulary and style) is consistent across all marketing channels to create a cohesive brand image.

Uncover your personal transformation story

You already understand the importance of creating an emotional connection with your audience to help build your like, know, trust factor. Now, it’s time to uncover the stories that carry the deepest emotion for you and therefore are clearly connected to your key transformation, your purpose and your why.

The goal is to paint a picture of where you were then versus now.

As you uncover these stories, make notes of the key themes and emotions that show up (this may also help to fine-tune your brand voice).

Here are some prompts to help you uncover your best stories:

• What are your most vivid childhood memories?
• What beliefs about yourself and the world led you here?
• What has been a pivotal moment in your life, when you realized nothing would ever be the same?

Help your audience imagine their transformation

Remember how we encouraged you to show, rather than tell, your clients how you’ll change their lives? One of the best ways to leverage storytelling in your marketing is to swap the usual client testimonial for a story that paints the picture of a client’s journey.

For example, you might detail how you helped that first-time buyer close a deal despite a tough market or how you taught someone to leverage their current property to purchase an investment home. The key is to tell the story from the client’s perspective to show (rather than tell) future clients what you can do for them.

Here are some prompts to help paint a vivid client transformation story:

• What were their key pain points? What were their dreams and desires?
• What fears, blocks or obstacles were stopping them from taking the next step? How did you help them move past these things?
• How did you guide them through their journey?
• What is a promise you made to this client that you wouldn’t be afraid to make to another?

We believe stories have the power to change the world. How will yours?

Take this as a sign to revisit your social media content, website copy or emails and see how you can implement more storytelling into your marketing.