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But for the process to work, you must write the “story.” Otherwise, you’ll continue to think of your prospects in vague or general terms. Your prospects are real people, not a demographic group.
2. Tell a story about how you helped solve a customer's problem. In this scenario, you’re an architect who designed a new office for a business consulting firm. Describe how the business operated before you entered the picture — e.g., clients met with the principal in her living room or at a Starbucks. With the office you created for her, she looks more professional; clients see her as more successful.
Because there are now fewer distractions, she's able to get more work done and increase the number of clients she serves, thereby increasing her revenue. Rather than showing prospects your architecture credentials, or pictures of past work, you're telling them how your work transformed a business, which leads to the real objective — more sales.
Again, you need to write this in story form — where there’s a beginning, middle and end — because you want readers to see and feel how the business of the character (who is actually a past client) has improved based on your actions. When people read descriptions in this form, it's easier for them to identify with the person being described.
The more they identify with the person, the more they’re likely to hire you. The story takes the reader from being a passive observer to an active participant, which leads him to want to have the same experience. Thus, he’ll want to use your services.
Craft two different groups of stories: The first group represents clients or customers who you feel would be most attracted to your products or services. These stories will help you identify and better serve new customers. The second group comprises real-life success stories that you can use as part of your promotional materials — and on your website. Prospects will be able to read how you helped solve a problem of someone whose situation is similar to theirs.
Alan Siege owns and manages Small Business Management Consulting (SBMC), a consulting firm focusing on smaller commercial enterprises. Reach Alan at Alan.Siege@sbmc.biz.
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