There’s a talent that most businesses don’t know they need, and I mean NEED. It’s the secret sauce to creating your identity.
Why is identity important?
Customers need to know who you are and what you’re about before they’ll buy from you and stay with you for the long term.
Some businesses are experts without knowing it. Some are experts because they’ve adopted that culture and others will have to practice the art. Once mastered though, you’ll be able to turn the biggest cynics into your biggest fans. You’ll be able to influence your audience on a whole new level.
You need to become a great storyteller
Your business needs to tell its story to truly engage people, turn them into loyal fans, and then eventually: buyers.
People love stories. We’re all kids at heart.
Not only do we love stories, we’re unknowingly craving them. Have you ever noticed with a group of friends that when someone starts to tell a story, everybody shuts up and listens? Then, if it’s a good story, people will tell their other friends. They may even get the storyteller to tell others directly so they don’t do it an injustice.
It’s the same in business. If you can harness the power of great storytelling you’ll have a massive advantage.
Especially in the online world. Having a great story to tell will help you stand out and people will spread the love (share your stuff!).
What story?
The obvious thing would be to think about your biggest successes or the impact you’ve made, but you might not be a £100million company or world-renowned philanthropists. Maybe you’re just starting out or heading in a new direction.
The great thing is, even if you have achieved notable success, that isn’t the main story you should be telling. People want to know your how – where you came from and why – more than just the outcome. The outcome doesn’t tell the story, so it doesn’t matter how far you are along with your journey; you have a compelling story to share now.
How to create your perfect story
This is the story I told when I first started Pearson Brown. I didn’t have much ‘social proof’, my website was rubbish and I had no money. None of that matters, just tell a different story. A story like this…
I did some properties up and made a good bit of money. Then I spent it all on dumb shit – getting married and honeymooning in Vegas and LA.
But it didn’t turn out to be dumb, it turned out to be the best money I ever wasted, personally and professionally. In Vegas I met The Apprentice USA star, James Sun. He was there to get paid $20,000 to do a talk and to enjoy spending the proceeds. I thought it would be nice to help him, so we drank a lot of very dry vodka martinis. A few hours later it was 11am (yep, am, it’s Vegas!) and I’d heard some good stuff.
Stuff about business, Trump, his family and loads of other anecdotes. I wanted to be as successful and interesting as this guy. I needed a new ‘thing’ – a new business.
On the flight home I got thinking, what business could I start that I’d love, be great at, and requires no money?
I asked myself 2 questions.
What am I good at?
- Writing
- Organisation
- Sales & marketing
- Communication
- And on…
What do I love?
- Business
- Entrepreneurship
- Personal development/self-improvement
- Sports
- And on…
Then I combined the two.
OK, I’ll write about business, entrepreneurship and personal development online. I started writing about my experiences, so I wrote this – What I learned when I met Apprentice (USA) star James Sun in Vegas. People thought it was good. My blog was born. I kept going. I also set up this agency to write for business clients like you.
I’ve written for some of the biggest brands in the world and I love writing for smaller clients. I love the variety. I love learning about all the different industries I write about.
The best part for me is, my brands feed each other…
The blog and my ‘personal brand’ has more credibility because I’m a business owner, and in return the blog is the ultimate case study for the business.
“I’m not just some dude with a digital marketing diploma, I’ve been there and done it. My blog has been read in over 100 countries and I’ve built an audience for myself across social media; I can do the same for you and your business.”
There’s more, but you can see what I’m doing. Keep your story real. Keep your story fun.
I’ve also got a business degree and a successful 10-year sales and marketing career behind me, but no one wants to hear that. They want bar room stories. They want to hear about stupid things that you did that turned out to be life changing.
Don’t be boring.
Be bold
As Derek ‘Del Boy’ Trotter would say, ‘he who dares, wins!’
Believe in your story, your talent, and yourself. Show yourself off with no punches pulled and with no consideration for what anyone else thinks.
Passion + authenticity = impact.
The right people will love you, so do your thing – like only you can.
-Matthew Brown, director
I get it, this isn’t always easy. If you need some help building your narrative and growing your presence around it, let me know, we can help. Call me directly on 0333 009 0060 or email matthew.brown@pearson-brown.co.uk. You’re too interesting to be invisible, let’s go today!
