LET YOUR ‘WHY’ BE YOUR GUIDE

Marketing might help you make a sale, but authenticity is how you earn loyalty… and that doesn’t come from data or slogans. It comes from personal stories, and a whole lot of soul. Just the other day, a friend complained that the tote bag she’d had her eye on for weeks was completely sold out. When I asked if she could find something similar from another manufacturer, she conceded that she probably could, but, in her words “I really like this particular company. I like their story.” It reinforced a message that I deliver time and again to my business coaching clients: Whether we are service providers, entrepreneurs, or job seekers, our personal stories matter. They connect us to the people we are selling to, the people who are hiring us, the people who are choosing our products and services instead of the competition’s. The significance of incorporating personal stories in your marketing and your elevator pitch is huge, but unfortunately many of my clients...
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