Why Your Story Is the Secret to Converting More Clients

December 10, 2015


True confession time…there are two things you should know about me. First, one of my favorite bands of all time is Bon Jovi. Second, I love the show, “Behind the Music”.  So when I happened to catch an episode showcasing my “band” crush, life stopped for the next 60 minutes.

Now even though I knew most of what the documentary was going to reveal I still needed to stop what I was doing because nothing was going to get in the way of learning more about Bon Jovi.

You see, I love a good story and “Behind the Music” does an amazing job of hooking you in. From where they started, to when they hit their low (they almost always do), to how they overcame their challenge.

Most stories end the same way – rags to riches or a happily ever after (except of course as you know, some of them end sadly when the performer dies…but that’s a whole other story).

The point I’m making is that if you haven’t figured this out by now, stories sell. Think of the Olympics. Think of the news. Think of any well known speaker you’ve heard and you remember nothing else except their story.

Anyway, why am I talking about Bon Jovi and storytelling? And more importantly, what does it have to do with you telling your story and how you can convert more clients with it?

Because stories are the sweet sauce in a client-converting signature talk and the key to getting all the clients you need.

This is something that’s become more and more evident over the last few years since I’ve been teaching coaches and consultants how to develop their signature talk. And what I’ve noticed is that those talks that convert the highest have two things in common – 1) the speaker does a great job of mastering the sale, 2) the speaker tells a brilliant story that’s so memorable that when it comes time for the sale, it’s almost a no brainer.

So how to do you go about crafting a story that’s going to hook your audience and help you convert them? Simple, look at your story from the outside in. Meaning, what is it about your story that’s newsworthy, interesting, could be made into a documentary?

I’ll give you an example of part of my story. I tell the story of exactly how I took my failing business to 6 figures in less than 12 months. Now think about that for a second. My business was failing, but somehow I salvaged it. And my talk is all about what I did to save it. Now don’t you think that after I tell it someone’s going to feel a lot more connected to me? You bet they are. Because the story is true and I know by telling it I can help someone else never have to go through what I did.

Great stories do the following:

  • Tell the before
  • Tell the low point
  • Tell the transformation – the aha
  • Tell the result or outcome

Now think about it for your talk. What’s the story you’re going to tell when you speak in your next live talk, webinar, teleseminar or interview? How can you make your listeners hold their breath while listening to your story?  

I’d love to hear from you. What would you like to know about using speaking to attract more clients? Here’s a quick survey to let me know.  

Who’s your “Band Crush”?

And if you’re looking for more support with learning how to use speaking to attract more clients then make sure to check out how you can get started today. Click here to learn more. 

Like this article? Tweet about it! Stories are the sweet sauce in a client-converting signature talk & the key to all the clients you need http://bit.ly/1RbmeuV @jeanniespiro

Jeannie Spiro: Business Coach & Strategist

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I’m Jeannie Spiro, business coach and strategist for woman coaches and service-providers. Want to make more money in your business? Here’s how I can help.

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