Using Stories to Market Your Business with Amy Porterfield


Hey is this happened in your business. Last month was a bad month so this month. We're going to run a sale. A big promotion. We're gonna email list and say by now because it. We gotta get some cash in the door. It's not really a marketing plan. You know what that's called. It's called spray and pray from the ramsey network. This is the entreleadership podcast where we help business. Leaders themselves their teams and the prophets. I'm your host daniel tardy and my guest today. is amy porterfield. She's a longtime friend of entreleadership. She's also an online marketing expert to helping entrepreneurs and small business owners win. Aim is going to share with you. Why you have to have a plan for your marketing and the good news is it doesn't have to be complicated in fact the foundation it simple because marketing starts with just telling people's stories so when you tell the story especially about somebody else that you served and you've helped when you tell the story right meaning you talk about the struggles and the challenges in the fears that they had the winds and what that meant for them and what they've overcome people can see themselves in those stories so much easier than you. Just saying i've got this great product. It has amazing benefits in features. You need it. That's one thing but also when you sell when you promote no matter how much your audience loves you. They put up a wall whether it be just a little while or really big wall. There's always a little defense up there and we're going to talk about it later. But i do webinars to sell my digital courses and on a webinar for the first forty five minutes you are giving giving giving and so when you do ask for them to buy your product. Their defenses are all the way up. Because you were giving and you were inviting them in in different ways in offering value so the same thing with the story when people see themselves in other people's stories and they can relate and resonate. They those defenses. Come down and they say i want a piece of that i if she could do it i can do it too and so i'm all about helping. People put their guard down. Because it's a natural thing to put it up especially when you're asking someone to spend money so i noticed you said when you tell the story right. Yeah what's the right way to tell the story. Well you had talked about donald miller when we were off camera and you had mentioned and you know that man is have learned so much from story brand in how he tells his story but if you can tell the story and somebody can literally put themselves in that story because they can relate to it. I feel as though the story is is doing the work it was meant to do. And so to me. You have to have all those important elements that donald miller talks about in terms of putting a story together in order for it to resonate and a lot of my students who are just getting started though one and tell the story but with a one tells i hope so and so get x. Results they were this way. I and now. They're this way now like there before and after and done. But when i when i think about telling a good story i want to talk about the richness of it and i have a student. Her name is niro. she lives in los angeles. She's a single mom of three. Her mom lives with her. She was a not making barely any money as a baker and she knew she wanted a different life for her kids and she was working two jobs. One like chucky cheese and one baking out of her kitchen but then she realized how to create a digital course and she created her first digital course to create caramel candy apples. Who would have thought that a caramel candy apple. Digital course how to do it would be a huge success but she made over sixty thousand dollars on her first launch and then she did it again had the same success and when i asked her deniro what does this mean for you and she said all i wanna do is retire. My mom she cleans houses. She's she supported me. She is an amazing support to our family. I want to help her retire when when she told me that like my heart. Don't been but when i tell that story i don't just say how much deniro made in. What digital course she created. But i talk about what it means to her. And i think people can relate to that part of the story more than anything Yeah i mean just as you tell that story. I think everybody's going whoa caramel apples. And how could either something similar and caramel apples. That i'm going to sell an what did you do again. What did you teach on that web and like it just it pulls you win when you tell a story like that. So what What keeps us from telling the stories you know. I think we probably cognitively most business owners that have been around for a few years. Understand the power of story to some degree. I i know some of a struggle with feeling like we're wasting our audiences time or were belaboring things or it's not worth it. Why do we hesitate when it comes to this powerful mechanism you know. I can totally relate. When i first started telling stories. I would rush through him so quickly because i thought i was wasting. My audience is time like they wanted me to get to get to the point. And i i often Surround myself with a great storyteller. Because i love a good story and if you really think about your let's say you're out with some friends you're sitting around a fire and you all are just having a good time in someone tells a story and the when they add more detail when they add more layers to it when they really pull you in. You're like tell me more i'm here. I'm fully there. So you love that when they add the details and they really bring it to life. So why would it be any different. When you're telling your audience these really rich stories versus rushing to the punch line. It's the same kind of feeling they get on a webinar or had a campfire. And so i realized i needed to slow down so i did the exact thing that most of my students do they want to rush through it because they think they should and so. That's one thing another part in and this is gonna sound silly. And i've never really talked about this but we had to make it a practice in our business to get the stories like if we didn't have a process in the company to get these stories in the most richest way possible with all the details. I wouldn't be able to tell the stories so backup a little bit. We put a process in place where people can send us in their wins their results their satisfaction with our product and then we reach out to them on zoom and Someone on my team will do an interview and just ask them tons of questions and record it and transcribe it and then we kind of bring it into a story while my team then gives me all the details of that story so what my point was going to be is that i had to practice these stories if i want to add layers and richness to a story on a webinar or in a facebook. Live or on a podcast. I need a practice at a little meaning. I can't look at a bunch of bullets until the story. Well

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