The Story Your Audience Most Wants to Hear

An “AHA” popped up recently while teaching a workshop that I wanted to share with you. 

You're NOT offering a product, service or cause. You're offering transformation for your audience.

The story your customer MOST wants to hear is, "how is this going to make my life better?"

I call it the “so they can” story.

• A student signs up for an online course so he can break into a more fulfilling, higher-paying career.

• A leader hires an executive coach so she can boost her team's morale and empower them to take risks while facing huge unknowns in their industry.

• A donor gives $2500 so they can ensure a first-generation college student has enough money to stay in school and graduate. (True story that 4Xed event donations for one of my clients)

If you're getting lackluster results from your marketing, it's probably because you're talking too much about your product, and not enough about the transformation it creates for for your clients.

Here's the good news: you can change that by asking yourself this question:

What’s the transformation your client, customer or donor hopes for from your product, service or expertise? Here's a simple madlib to help you find it.

My [customer/client/subscriber] uses [name of product/service] so they can [experience this change].

or

My [donor] gives to [name of program/campaign] so they can [create this change] for [this type of person].

Once you get clear on your “so they can” statement, you can use it to create many stories and marketing messages that connect directly to what your audience cares about.

What's your "so they can" statement? Give it a whirl and email me with your draft if you’d like some quick feedback.

If you’re looking for deeper support to mine the hidden diamonds of your brand story, I’d love to help. Click here to set up a free consult. Let’s get you there.