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Story Module

Lesson # 3.4 - Talk The Talk So THEY Can Walk The Walk

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Lesson 3.4 - Talk The Talk So THEY Can Walk The Walk | Click To Read More . . .

Hi, I'm Trina Gunzel and welcome to the next lesson in the Stories To Success System.


In this lesson, I am going to help you understand WHY you are telling your story and WHO it's really for.  We want to make sure that your story is tailor made for YOUR CLIENT and that your focus is accurate.  You will get really clear on who you are trying to help and be able to position yourself as the guide.  As you master how to talk the talk, your clients will be able to walk the walk.


Okay, so let's jump in and get started.


{S2S Splash Intro}


It's important to know that you're not just going to tell your story to tell it, but you're telling it so that your client can live and have realizations THROUGH it.


The things you put in are to important to be able to move your client so they see how they are finding solutions through the story.


Stay on the journey that you want your client to go through because you are leading them to discover their own meaning through your experience.  It gets them to see they can go from point A to point B, too.


The key idea is to make them the hero in the story by

positioning yourself as the guide.


Now, there's a book called Building A Story Brand by Donald Miller.


It's best to go read this book yourself, but I'm going to give you the most applicable information here so you can quickly consume and apply it.


Donald Miller shares that every story is about somebody who is trying to solve a problem, so when we identify our customers' problems, they recognize us as a brand that understands them.  The problem is the "hook" of a story, and if we don't identify our customer's problems, the story we are telling will fall flat. 


But, the more we talk about the problems our customers experience, the more interest they will have in our brand.


Now the villain is the number-one device storytellers use to give conflict a clear point of focus.  The stronger, more evil, more dastardly the villain, the more sympathy, we will have for the hero and the more the audience will want them to win in the end.  This translates into audience engagement.


We should position the products or programs we design as the weapons our clients can use to defeat the villain.  Now, the villain doesn't have to be a person, but without question it should have personified characteristics.


So, for example, if we're selling time management software, we might vilify the idea of distractions.  Could we offer our product as a weapon customers could use to stop distractions in their tracks?


Sounds kind of dramatic, right?  And yet distractions are what's deluding our customers' potential, wrecking their families, stealing their sanity, and costing them enormous amounts of time and money.  Distractions, then, make for great little villains.


Now, framing our products as a resolution to both external and internal problems increases the perceived value.  People want to be involved in a story that is larger than themselves.


If we really want our business to grow, we should position our products as the resolution to an external, internal, and philosophical problem and frame the "Buy Now" button as the action a customer must take to create closure in their story.


Storytellers use the guide character to encourage the hero and equip them to win the day.


Just like in stories, human beings wake up every morning self-identifying as a hero.  They are troubled by internal, external, and philosophical conflicts, and they know they can't solve these problems on their own.


Your customer wants to know:  How are you helping me win the day?


Always position your customer as the hero and your brand as the guide.  Always.  If you don't, you won't survive.  If you do, you will thrive!


The story is not about us.  The larger point is, the day we stop losing sleep over the success of our business and start losing sleep over the success of our customers is the day our business will start growing again.


People are looking for a guide to help them, not another hero.


Those who realize the epic story of life is not about them but actually about the people around them somehow win in the end.


There are two things a brand must communicate to position themselves as the guide and these are:

Empathy and Authority.


So your action steps for today are:


  1. Think of who you are really trying to help and how you can be their guide by talking about their problems and experience.


  1. Make a list of the ways you can show empathy and authority, because you are relating as their guide and positioning your future clients as the hero in their own story. 


  1. Write the NEXT draft of your story incorporating the things you've learned in this lesson.  Your story should be getting better and better with each evolution.


As you provide the resources, your clients will seek you out as their guide.


You are doing incredible and I'm so excited about all of the people you are going to help!


In the next lesson, we'll be teaching you how to cure diarrhea of the mouth and how to always use the right story for the right situation.


Keep up the great work and we'll see you in the next lesson.

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