Storytelling is an essential part of your business marketing strategy. However, it’s also a topic that brings up a lot of fear around visibility, vulnerability and suitability of use. And this inevitably leads to a variety of excuses being voiced too.
So if you’re currently holding yourself back from sharing stories in your business, check your thoughts and reasons against this top 10 list of excuses. Let’s see if we can finally put those excuses to rest and get you benefiting from sharing more stories in your business.
#1: I have no stories to share
Trust me; there are always stories to share! I often find that this is used as an excuse because you need a little help uncovering them. I love it when I first start working with a client 1:1, and they say they have maybe 2 or 3 stories at most to share. By day 3, I have usually uncovered a minimum of 20!
[If you’re really struggling to get clear on the stories you can use, this is precisely what my Soul Story Sales 1:1 VIP Virtual Retreat will solve for you!]
#2: I’m not an interesting person
Another excuse often used, this is all about a lack of understanding around the use of story. Sharing stories in business isn’t down to how interesting you are - it’s how interesting your story content is to your IPC (Ideal Paying Customer).
#3: I don’t have a colourful past/rags to riches story to tell
This has to be one of the top misconceptions around storytelling (not to mention the most overused type of story shared in the business world!). The journey you’ve been on to get to where you are now is only relevant if you’re selling a service that brings clients the same result or if the journey is one your IPCs are currently on.
Check out my recent blog: Why a rags to riches story is getting a little boring (and what to do instead)!.
#4: I don’t want to be sharing stories about my personal life
The good news is that you don’t have to! However, it’s also important to note that stories based on your personal life can cover many different themes - such as family, hobbies, reading material, your lifestyle or background. If you don’t want to talk about (or share photos of) your kids with the world - you don’t have to. You don’t have to share what you do outside of working hours either. You also don’t have to share what you’ve had for breakfast, showcase your home on Instagram, or talk about your family relationships.
#5: My story is too traumatic to share
This is totally understandable. If you have a traumatic event in your life, please ensure you’re getting the right help and support you need to process and heal from it. From a business point of view, you don’t even have to mention it at all, if you wish. You may want to refer to it if it’s relevant to your work - in which case, again, you don’t need to go into detail. A simple reference will suffice, such as ‘I’ve personally experienced trauma in my life’ or ‘I’ve been there, and I understand’.
#6: People will judge me for what I’m sharing
If you’re in business for yourself, you’ll appreciate, this one isn’t related to just the stories you share. People are free to judge you no matter what you are (or aren’t!) doing. Share stories that you’re comfortable sharing. I had the same fears for a long time - and it is something that is often linked to our self-worth and our childhood. So work on your mindset around judgement, fear and shame - it will help with that fear of what others may say.
#7: I don’t see the point in sharing stories in business
Stories aren’t just shared for entertainment. Stories help build empathy and give your IPCs something to compare and relate with. They can see themselves as the hero or empathise with the goal they want to achieve. Stories connect, build relationships and help people feel like they know you a little better - assisting in the process of knowing, liking and trusting you and your business.
#8: I don’t have enough client results to create stories from
Client testimonials and case studies are only one small type of story you can share in your business. I share and teach my clients how to use all 6 story types I recommend using in business.
[You can see more about those 6 different story types in my recent blog: What you need to know about storytelling in business.]
#9: My stories aren’t relevant to what I’m selling
When you’re sharing stories in your business, they need to fulfil a purpose. But that doesn’t mean they have to relate to what you’re selling directly. For example, your stories can relate to the solution you provide, the journey your IPC is on, the products and services you’re creating, your clients and the reasons why you started your business.
#10: I’m not that type of business
I appreciate you may not feel that storytelling is right for your business. But ask yourself, do your customers take a specific customer journey whilst interacting with your business and your website? Do you solve a problem and provide a solution? Have you got previous clients and customers who’ve had a positive result from buying from you? If so, you have stories you can share!
Recommended business storytelling resources
Sharing stories in your business is an excellent way of growing engagement, as well as building on the know, like and trust elements of business. If you’d like to learn more about storytelling in business, check out these previous blog posts:
If you’re ready to uncover your business stories and nail authentic marketing, check out my Soul Story Sales 1:1 VIP Virtual Retreat. Together we’ll discover the stories and topics that matter to you and your IPC, get clear on what makes you unique and special, and use it all to create a simple plan so you can start sharing stories in your marketing and authentic content creation.
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