Do you remember a show on the cable channel VH1 a few years back called “Behind the Music?” It was a documentary-type show, which told the back-story of a musician or band that had once been famous, but had fallen out of the limelight. It was always about how they got famous, experienced an inevitable fall from grace via drugs, addiction or over exposure, and then discovered a road back to newfound peace. They were always such great stories – you were literally glued to the TV and had to watch.
Just like “Behind the Music” stories, you must have your own personal narrative (hopefully without the drugs and addiction!). It’s the story of whatever has happened in your life, good or bad, which fuels your passion in business and quickly builds the “know, like and trust factor” with your ideal clients and prospects. This is a story that they can relate to quickly because they see some of themselves in it.
If you come from an authentic place, your success is almost guaranteed. Your story is what will set you apart from the crowd. Write your unique, compelling story using the following questions as a guide.
Here are a few questions to get you started:
- What has happened in your life, good or bad, that would be most useful to share with other people?
- How did you get to where you are today?
- What event(s) caused you to be on the path you are on?
- What reason(s) do you do what you do (or what you want to do)?
Here are a few examples of a strong back-story:
- A woman who started a graphic design business because she wants to save money to pay for her children to attend college.
- A business consultant who wants to make a difference in his community by helping small businesses become profitable and contributes to the economic development of the region.
- A mother of a child with autism who wants to share what she’s learned about autism with other parents so they can live better lives.
Your back-story incorporates your WHY – knowing what’s behind the passion about your area of expertise. It encompasses your expertise, your big vision and creates a relationship with your ideal prospects based on credibility and trust. Building trust takes time. Don’t expect it to happen overnight just because you put up a website.