In my previous post, I talked about attracting your ideal client through your personal branding. With all these components: Ideal client, personal brand, mission statement and your unique offer, it’s time to put it all together, and we’ll use your story as the basis of your products and programs. Why use your story? Because it is a powerful part of attracting prospects, potential partners, affiliates or even followers. A story is your lynch-pin of the entire personal brand.

Step 6: Your Story Becomes Your Unique Products and Programs

Even though we are all unique, many of us share similar stories. Your story—the experiences you’ve had—will connect you with your “tribe.” Those life struggles you’ve faced are the same ones challenging someone else right now. Those business disasters you’ve overcome are similar to the difficulties your clients are working through.

Think about it this way: Who is better able to help a single mom build a coaching business than another single mom? Who knows better the difficulties of bootstrapping a business startup than someone who lost everything and was forced to start over?

Even more important, these “character building” setbacks are the perfect inspiration for your products and programs. By keeping in mind that others have shared your same difficulties, it’s easy to design products that solve the exact problems your ideal client is facing, and to present it to her at just the right point in her journey. I don’t know about you, but I always prefer a more personal interaction over a cold, corporate exchange. Sharing your story opens the channel for more of a relationship with clients and prospects.

Exercise: Using your experiences and story and what you know about your ideal client to brainstorm at least 20 problems she will face at some point in her business or life.

These don’t have to be huge, life-altering problems. In fact, it’s best if you have a good mix of small issues (these become opt-in gifts and other low-cost offers) and catastrophic dilemmas (these are your high-ticket coaching programs).

Go ahead, I’ll wait…

Got your list? Now rearrange them in the order your idea client will face these challenges. That list becomes your marketing funnel. It will present to your follower the exact help she needs right at the moment she’s most likely to need it, making it a no-brainer to turn to you for help, since you’re obviously so tuned into her needs!

This now brings us to implementing your story.

Step 7: The Best Marketing Comes from Sharing Your Story Authentically

If you’re posting plain, mundane updates just to play it safe, or to attract the largest audience, you likely won’t attract anyone at all. Here’s the truth about business, whether you’re a coach, a service provider, a seller of digital products, or the owner of a local grocery store: not everyone will like you.

But when you’re consistent and authentic in your marketing efforts, enough of the right people will absolutely love you.

That starts by being bold and telling your truth everywhere you go. There’s nothing quite so bland or disingenuous as a solopreneur who spouts corporate marketing messages trying to sound like a larger company. It’s much better to just be yourself (just like your mother advised you all those years ago).

That means infusing your personality and story into all your marketing pieces:

  • Your blog posts
  • Your YouTube channel
  • Your Facebook page
  • Your Instagram photos
  • Your email marketing

Invite your audience to have a candid, backstage look at your life and your business, and most importantly, keep it consistent.

This comes across to your followers in:

  • The words you use
  • The funny posts you share
  • The good deeds you do
  • The photos and anecdotes you share

Spend some time studying the social media accounts of those you most admire and connect with. Pay attention to how their personalities shine through. There’s a reason these superstars have huge followings—and it’s all about their stories and authenticity. You can build the same kind of rapport with your tribe, too.

Next week, I’ll wrap up this series as we discover how our unique stories turn competitors into colleagues.

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Susan M Sparks offers book coaching, copywriting, and publishing services  for aspiring authors. She is the author of four books, including the Amazon Best-Seller “The Student Life Jacket”  and ghostwriter for many entrepreneurial non-fiction titles. Get your Personal Branding Guide and Checklist  fr*ee by emailing; Use “Personal Branding Guide” in the subject line.Personal Branding Guide and Checklist, Susan M. Sparks, Book Coach