3 Ways Your WHY Story Will Attract Loyal Customers

Special thanks to Carla Rieger for helping us discover our story

Published Date: Jun 16, 2017 | Blog Category: eWomenNetwork

business strategy Customer Entrepreneur Speaking

Phyllis Smith

The #1 way to create rapport and emotional connection is to become a GREAT storyteller. It’s one of the most powerful communication tools to grow your business quickly. Whether you present your offers 1-to-1, to groups, online or offline, a story will capture attention and customers like nothing else.

Find Your Core Purpose

One of my clients, Patty, was a financial planner and mindset coach. She was feeling burned out by her marketing efforts. They weren’t working and she was waking up wondering if it was all really worth it. Do you ever get like that?

She was close to calling it quits. Then we worked together to explore her purpose, her mission and her WHY for doing her business. Through questioning and introspection, we were able to dig down to her core purpose. That alone revived her motivation. Then we explored her “back story” around her purpose that she could share with prospective clients.

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She was close to calling it quits. Then we worked together to explore her purpose, her mission and her WHY for doing her business. Through questioning and introspection, we were able to dig down to her core purpose. That alone revived her motivation. Then we explored her “back story” on her purpose that she could share with prospective clients.

j��*!�problem, create a process to get it done, and make it happen.

3 Ways Your WHY Story Will Attract Loyal Customers

What's Your Back Story?

Her mission, purpose and WHY was to free people from worrying about finances so they could enjoy their lives and relationship so much more. Then I asked her to tell me her “back story” on that. I asked such questions as,

• What happened to make that true?

• Why have you chosen this business focus over all the other ones you could have chosen?

• What happened in your childhood, or during your formative years?

• What was a challenge you overcame that made you passionate about this?

She started telling me about coming from a family that argued when money was tight. Sound familiar? When money was good, they were happy together - her parents got along, the kids got attention and they did outings together. When money was tight they argued, the kids felt neglected and they didn’t do anything fun together.

Do you already have a great WHY story? If so, how do you use it and how has it helped your business grow? If not, what questions do you have about this topic? Feel free to add your comments below.

3 Benefits of WHY Stories

#1 – Prospects know, like and trust you more: Because your WHY story includes your mission, values and purpose, they get to know you on a more personal level, which tends to build trust. That is, of course, if they are a good fit for your offerings.

#2 – Stories help bypass people’s objections: Most people have their guard up when listening to offers from sales people. When they listen to your story they listen from the imaginative part of the brain. That way they are less likely to overlay a previous bad experience onto you. In addition, it makes them more open to new possibilities for their life.

#3 – Stories make you more memorable: Have you ever been to a business presentation that was all facts and theories -- boring, right? People hear facts from the logical part of their brain, where the short-term memory resides. Stories, however, access the imaginative part of the brain where the long term memory resides. Your prospects don't need to know every single fact and feature. Stories touch on emotion. People buy because they connect to the emotion. When you tell them your WHY story, it stirs their imagination and feelings about the story, so they can see themselves getting the benefits of your offer.

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How Can I Create a WHY Story?

Here’s some first steps. By the way, you can create a WHY story on more than one aspect of your business, such as one on a particular product or service and one on your overall business mission.

Ask yourself 3 questions.

1. Why do you love the products or services you offer so much?

2. What made you choose to focus so much time and attention on this business as opposed to all the other possible things you could be doing with your time?

3. What is your ultimate vision that this business is helping you achieve? What is at the deep core that drives you?

Make notes, and then pick one of those WHY's - the one that has the biggest importance for you today. Now ask yourself what is your back story on that?

• What happened to make that true?

• Why have you chosen this business over all the other ones you could have chosen?

• What happened in your childhood or during your formative years that is connected to your WHY?

• Was there a challenge you overcame that made you passionate about this?

Are you now excited and can't wait to start telling people your WHY story? Or, is something holding you back? Maybe you are afraid that your story won't be good enough. Maybe you have never done anything like this before and you just need more help to get it done.

You can do this! Learn how to reach people's heart with your story and your business will flourish. Choose today to create one new story, and you will be so thankful you did.

If you need help finding your story, check out my FREE webinar, "Storytelling in Business: 7 Tips for Increasing Your Referrals, Income and Success "

Author, Carla Rieger

Carla Rieger is the Director of The Artistry of Change Training Inc., an internationally recognized consulting firm helping speakers be their best. She helps you go from good to getting a STANDING OVATION. Or, she takes you from no presentation to a powerful presentation that massively increases your income and credibility. She particularly focuses on leading edge tools to bounce back from setbacks, build your self image and be your best at the front of the room. Carla is a Platinum Member of eWomenNetwork.

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