Your Story Is Your Strategy: How to Attract and Engage Clients
If you’re not sharing your story in your business, you’re leaving connections, and potential clients, on the table.
Let’s go back to the first week of February, which was National Storytelling Week and, as I love an Awareness Date, I decided to honour the week by running a three day challenge called ‘Speak your Story.’
Created by the Society for Storytelling, National Storytelling Week is a week-long annual event to celebrate the power of sharing stories. Stories allow us to see the world from another person’s perspective and feel empathy as well as being a form of escapism, distracting us from what is going on in our own lives.
Stories are everywhere - in the books and magazines you read, the television programmes and films you watch and in the podcasts and interviews you see or listen to.
Why share a story?
In my ‘Speak your Story’ challenge, the attendees initial thoughts were:
‘But what is my story?’
‘Why would someone want to hear mine?’
‘There’s nothing unique about my story.’
I went on to explain that everyone has a story.
People are curious - we want to hear other people's stories.
We are curious to hear what other people have been through, curious to see if others are ‘like’ us and curious to hear when other people have found a solution or solved a problem to something we are experiencing.
Stories can do one of two powerful things:
They create emotional connection - helping others feel seen, heard and understood.
Or they inspire action - “If they can do it, so can I.”
You’ve heard of that ‘know, like and trust factor’ - well stories help potential clients to get to know you, start to like you and build trust….quickly.
Why stories attract clients
Your story is exactly what a potential client may need to hear in order to take that first step in working with you. Therefore, holding it back is not only detrimental to you, but also those in your world who may be looking for that extra level of depth and connection.
In what is a very noisy online world, business owners need to be able to stand out from the crowd - and your story is exactly what helps you do that.
It’s unique to you and only you.
And it’s not something ChatGPT can write for you.
Your story doesn’t have to include a complete change of lifestyle or a rags to riches tale - it’s the everyday changes and journeys that people truly connect with too.
In fact, the more your story can relate to others, the better.
Why we hold back
During my challenge, one theme kept coming up: fear of judgement.
From former colleagues to family and friends, many felt worried about how they would be perceived if they shared their story.
That need to be “liked” is deeply wired into us. But in business, blending in doesn’t build connection - it keeps you invisible.
Fear of judgement kept me silent on LinkedIn for four months.
But then I realised that, like the many brands and businesses I had helped share their story in a compelling way throughout my television career, this wasn’t about me - I needed to share my story and start speaking about my business, despite what others thought.
The judgement I feared never came.
What I received instead was encouragement, support and the knowledge that I was inspiring others.
I went on my own journey of self-acceptance, my confidence increased and I started to feel empowered by my story to date.
A client of mine, who felt hesitant to share her vulnerable story, felt a similar shift and now shares her story at every opportunity she gets.
When you believe your story has value, the noise of other people’s opinions starts to fade.
In TV, we often say: if your story helps just one person, it’s worth telling.
So years from now, will you regret staying silent - or be proud that you chose to speak?
Keeping clients engaged
When a potential client comes into your world, they are there for a reason. It’s your job to keep them engaged in your content and storytelling is a huge part of this.
Our attention spans are short, so the way you share your story needs to reflect this.
Think of sharing a milestone, not your whole life story.
In TV we talk about speaking in ‘soundbites’ - a short extract chosen for its clarity and succinctness. It’s designed to grab attention and communicate clearly and intentionally.
One of the biggest mistakes I see is people rambling on about their story thinking they have all the time in the world. I’m here to tell you, you don’t. To keep people engaged, tell your story in a succinct way. Imagine you only had 30 seconds to share your story - what would you say?
As I wrapped up my challenge, the attendees started to realise the power of sharing their own story, with some already seeing results:
‘When I share my story I model safety for my potential clients.’
‘My story can help me create a niche in the business I’m in and stand out’
‘It reminded me of times when I have shared honestly and I have picked up new clients right after’
‘From sharing my story I had a lady reach out to me’
5 Questions when crafting your own story
What personal transformation or journey have you been on?
How do you want your audience to feel after hearing your story?
Reflect on a time when your story has been well received.
What do your stories reveal about your values and approaches?
In what format can you share your story, so that feels most natural to you?
In a noisy online world, your story is the one thing that cannot be copied, automated or replicated.
Sharing it is not optional.
It is your differentiation.
Want help sharing your story?
You can find out more about me and my services here: Sarah Collins - Communication Coaching & Media Training.
Photo by Maegan Martin on Unsplash, Photo by Daman IAm on Unsplash, Photo by Videodeck .co on Unsplash, Photo by Kristina Flour on Unsplash, Photo by Surface on Unsplash
