Keeping your website from getting lost in the crowd, Chapter 2
Yesterday I wrote about the folks in my tribe who claim they don’t have a story to tell, and thus miss out on a key way to stand out in the minds of the people they most want to reach.
Because I know that 99.9% of you are the type who can better visualize things by seeing examples, I wanted to offer you this jumpstart, which takes you to some unfamiliar and unorthodox places to look for your story. I don’t expect they will all be appropriate for everyone; my hope is that they will warm up the Play-Doh of your mind, make it malleable and flexible, so other stories will come to you more easily.
I also offer a bite-sized coaching session on storytelling for your existing website if you think you’d like a sherpa to help you get started. No pressure though—you’ve got this!
Pick any one of the following, and tell us that story. Be open to others that pop into your mind; I call these “opportunistic stories,” the ones that bubble to the surface when you’re working with memories.
The spark of your work: When I was a kid, I had a pattern that played out repeatedly. I wanted to be good at something, and wanted to be needed for it. So I ended up helping my friends with their math, or helping them train their dog, or showing them how to grow plants. I was shy about it, and they usually had to ask more than once, but it was always there. From those memories, I can see the spark that eventually lit the flame of my work. I wanted to help, and be respected for helping. Can you see any sparks from your earlier years that might have given you a clue about the work you’d one day do?
The first person you can remember helping: A friend tells a story about her 20’s, when she’d somehow found the right things to say, and in the right ways, to a girlfriend in trouble. The words took root and gave this girl the courage to leave an abusive relationship and steer into a life in which she navigated solely by her inner voice. I find that most people in helping professions or heart-based businesses have such a story if they find some quiet and look for it. What might yours be?
The first person who helped you (or the one who’s helped you the most) and how. These kinds of stories can be so energizing and powerful. They don’t have to be a coach or mentor or even a teacher. In one of my favorite books, Martha Beck’s The Joy Diet, she shares a story told to her by an acquaintance. When this woman was a child, her father had taken her to his office one day. His secretary had come out and crouched down to her level to speak to her, looking straight into her eyes. The woman said that no one in her dysfunctional family had ever done this. She felt as though she was being seen for the very first time; she felt as though she mattered, and it changed her right then and there. Who played a role in helping you become the person you are today, or helping you do the work you do today?
How did you learn what you know? Pick one skillset or mindset tool you’re proud of, or pleased to have. Follow the thread back in time to where you learned it. Tell us how you walked—or fell—into it. Tell us why it felt important to do, and how it serves you (and the people you help) now.
The “future me, future them” story: With your work, you’re taking two existing stories—yours and your client’s—and twining them together to create something better. For example, it might be a story from a coaching client who’s always carried guilt or fear, but you’re helping them into a new story where those things no longer block the way. It might be a story about finding ways to create your art as a living, right where it meets someone whose day is lit up by hearing or seeing what you’re creating. Their story is better and so is yours.
What stood in your way? All self-employed people or business owners have had obstacles, ranging from inhibiting fears we’ve had to overcome, all the way up to ugly events that made us want to drink warm vodka right out of a shoe at the end of the day. Perseverance stories show your readers/clients what’s important to you, and by association imply that you will also persevere for them.
The magic-wand skill: What’s something that, if your fairy godmother popped you on the head with a sequined star and granted you a wish, you’d love to know or to be? So many of us think that we have to portray ourselves as completely bulletproof and all-knowing in our business communications. But really, you can be human, and it makes you far more memorable. The first time I admitted publicly that I wished I could write a book but didn’t know how, I was surrounded by people offering support, skills, and encouragement—many of them perfect strangers. What’s a skill or shift in perception you would love to have, and which would make you more of an ally to the people you want to serve?
Are you sure your story’s true? (I thank Byron Katie for this one.) Tell us about a story you tell yourself. This one can be a story you’ve lugged around for a long time, but that—on examination—you can’t be sure is 100% true. Example: For many years I avoided teaching because I just knew I was too shy, and that I’d stumble and stammer and make a complete fool of myself. What I found instead was that, while I am an introvert, I am not shy, especially when it comes to teaching people something I’m passionate about. What do you “know” about yourself that might not be so?
A Big Shift story: When it comes to our work with people, over time we start to get a feel for how interactions are going to go, how people will react to us, and so forth. Every once in awhile, I have an experience that knocks me off my axis and forces me to rethink my well-worn path. These can range from a positive event coming from an unexpected angle (such as a client recently commenting she likes being around my energy) to a very NOT positive event (such as public criticism or social media grumps). Have there been any experiences recently that—welcome or not—led to a productive shift in how you work or with whom?
A vulnerability story: Don’t be super(wo)man. We all have less-than-stellar days in our work lives. Something said or done by a person zings right into a place where we feel we’re less-than, we didn’t react “correctly,” or we’re just missing the mark. Dare to be vulnerable and show/tell your readers what part of yourself you’re working on. There’s tremendous power in this kind of empathetic resonance, and they may feel much more comfortable stepping into a conversation with you.
What’s a story your clients or wish-they-were-clients are telling often? Remember from yesterday’s post when I said I hear people say, “I don’t have a story to tell” all the time? If you start listening with your ear tuned for these kinds of things—in conversation, in consultations/sessions, in workshop comments, on social media—you will start to see common threads. Capture those stories. See where those threads match the things you can offer to help, and use them to weave useful blog posts, articles, and even product offerings.
Share a teaching story about doing things better. I wrote a blog post a few days ago about my struggle to stay in a calm, centered, productive “state of being” by using a traffic light metaphor. I loved the personal responses I received. Many business gurus would’ve advised me to keep up the ruse that I’m always in total control and life’s always perfect, 24/7. Nothing to see here, people! (smile) But those kinds of stories create more self-awareness and self-compassion in the world. If there is something you are doing to make yourself better, stronger, happier, tell us that story. We are all human. You may be surprised at how people resonate with you.
You’re in this world, so you have stories.
Sharing them can help “your people” find, know, like, and trust you.
I hope you will.
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