One of the best strategies to quickly establish credibility, get known, and differentiate yourself in the marketplace is to share your signature story. A signature story is your own personal account of how you got to where you are today or how you transitioned into your chosen profession.
Your signature story can describe great loss, hardship, or an experience and how you overcame it. Stories that demonstrate how you overcame adversity help you to connect with your audience on an emotional level.
Over time, you become known for your story and even famous for it. You become so good at telling your story that people will request it over and over again.
As you know, my signature story is my tire iron story. Moments after questioning if starting a business was the right decision, a tire iron popped up from the freeway, impaled the steel hood of my car and crashed through my windshield missing me by four inches. Each police officer that came on scene said, “Lady, you’re on this earth for a reason.” It was my wake up call. It created an instant shift in the way I approached my business and life. I went from having a few clients to learning everything I could about systematizing and monetizing my business.
As a result, I created my own signature system, The Entrepreneurial Edge SystemTM that has attracted thousands of business owners all over the globe. As a systems expert, I help small business owners fill their practices in record time by showing them how to systematize and monetize their mission and message.
My story gets the attention of my preferred prospects and is one of the reasons why my clients connect with me. It speaks to them because I was in their shoes at one point and now I’m on the other side. Clients tell me they have struggled bringing in prospects automatically, but after hearing my story and experiencing my systems approach where they set up their business based on their own hardwiring, they realize that’s exactly what they need.
As I teach them the importance of their Signature Story to connect with their clients, I often get asked about what others may think about a certain part of their story. In one case, a client who is marketing her product to physician offices asked, the “what if” question. What if the physician doesn’t think being a mom entrepreneur who created this niche product is credible enough.
My answer was simple: he/she is not your preferred client. Your Preferred Client has certain attributes. Your Signature Story is designed to attract those who align with who you are as well as your experience. It’s also designed to weed out those who don’t appreciate or align with who you are.
Spend your energy focused on who you want to attract rather than modifying your message to those you think you’ll have to convince. When you focus your energy on just being you and your experience, you will draw them toward you. Your Preferred Clients will appreciate your message and, most of all, who you are.