A writer writes. Writing and storytelling are at the foundation of all the marketing work I do.
As a child, I grew up under the “children should be seen and not heard” ideology. I never wanted to speak up nor to ask for what I needed. Forget about what I wanted.
When I was around eight, I had a life-changing experience. A boy in my class was also afraid to speak up for what he wanted. So, he wrote me a note, “Want to sit by me at lunch? Yes? No?”
I answered yes, he had made it easy for me. But he was actually playing a joke on me, no one wanted to sit with me at lunch. (That’s a story for another time.)
I began focusing on writing. I had learned the lesson about the benefits of writing, anyhow. I even submitted one of my stories in a school contest – and won! I was even scheduled to go to the other classrooms to read my story. That was an important experience with how writing can turn into speaking and entertaining an audience. (These days, I see the importance of writing for video!) It all started with my writing.
As you get to know me, you’ll find that I am multi-talented. And it still starts with my writing – with copywriting for your website, script and story writing for videos, articles, interview questions, and much more.
It starts with your story – Copywriting
Why will people choose you over your competitors? That’s what you want, isn’t it? When people have a problem and you have the solution, you want them to become your client.
But a couple things have to happen first.
1) They have to know that you exist.
2) You have to give prospects reasons to listen to your message…and to pick you.
Zig Ziglar said it this way, “If they like you they’ll listen to you, but if they trust you they’ll do business with you.” But how do you make that happen? (We’ll talk later about how they can find you.) How do you capture their interest, make them trust you, and get them to buy from you?
Ziglar was onto something. But I think it’s stronger to make people love you, not just like you. How?
It starts with your story.
In 1987, that Richard Branson and his partner, Per Lindstrand, successfully crossed the Atlantic Ocean in a hot air balloon, during which they reached speeds of 130 mph. The adventurers successfully tackled another ballooning challenge in 1991.
Branson has been accused of using his boating and ballooning exploits for publicity reasons. Branson told Chris Anderson during an interview with Ted in 2007, “When I went over on the Virgin Atlantic Flyer, our airline took out a full-page ad that said something like, “Come on Richard, there are better ways of crossing the Atlantic.”
As CEO of his Virgin empire, Branson has continued his daring exploits. From more hot air balloon challenges, it’s been no surprise that he is one of the billionaires conquering space. In 2004 Branson founded Virgin Galactic, offering commercial suborbital passenger flights.
These days, Branson is best known for his charitable initiatives, including his $3 billion pledge in 2006 for funding environmentally friendly fuel research. Oh, and for that space travel thing.
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When it comes to your story and endearing yourself to your market, do you need a daring, adventurous story? No. Marie Condo, queen of her “Joy of Tidying Up” empire, simply tells that, as a girl, she was always tidying up. We love to think of her has a young child, wearing a cute little dress (like she does now), and straightening the cupboards in the home she grew up in.
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Sharing your story, whether humble or fantastical, helps people fall in love with you…and to choose you.
Many business people are unaware of what his or her endearing story is. That’s okay. It’s my job to surface the gems from your past, and to weave them into copywriting that captures people’s imagination…and makes them fall in love with you.