Episode 21 | The Mess of The Story

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Episode 21 | The Mess of the Story

In this episode of the Messy Back-End of Entrepreneurship our expert, Francis Jones shares how you can use your story as a tool to make a connection with your clients.

“No story lives unless someone wants to listen. The stories we love best do live in us forever. So whether you come back by page or by the big screen, Hogwarts will always be there to welcome you home.”
-J.K. Rowling

FRANCIS jones

Business Consultant l Storybrand Guide l Infusionsoft Partner

How do I tell my story and make it sound like it’s about my customers’ story or their pain? I know how they feel, but I don’t know how to share my story and make it about them.

Most of us do what we do because we have some sort of kinship or connection to the people that we serve. We start businesses for two reasons either we saw a deficient that could make money. Or we saw something we needed and no one could provide it for us so we decided to create a solution for ourselves. The story that we are telling should be a very natural story and fit into who we are as a person.

The critical piece is to understand why we are doing what we are doing.

For most of us, we are doing it because we really enjoy it and it fits within us. The key is how do we articulate that.

It is about creating something that matches their mindset and where they are currently at. On your About Us page, we start talking about why we did what we did. Share your journey, struggles, and solution. The opening paragraph is about everybody I am hoping to serve and me too. That is what I see my customers struggling with so then they can relate to me.

We want to get to what our customers are really struggling with. As they come to know you they want to know more about your story, but in the beginning, they want to know how you can help them. The About Us is a great place to share your story, but it should still be about them and how they can relate to us. How can my struggle relate to what my customers are experiencing and how did you get out of it?

Our customers are the heroes of the story.

We really have to focus on what our customers are experiencing and struggling with and what they need and we are there to help them move through that journey as a guide.


Our story can be a qualifier for us having those skills and resources to be their guide. Our story can help them be that own hero in their story. We are the guide, not the hero.

Within our story we need to touch on what their trouble is and that we solve their pain. When they come to our website they need to quickly see that. It is important for us to know our own story, but our most successful marketing comes when are audience sees we get them. They need to see a clear and quick call to action.

Make sure you have a clear path to success or plan on your website so we can show them the exact journey they will take with you. What does the start, middle and end look like?

It is the first thing you do, then the second thing and here is what you get out of it.

Francis’ Offer: Website Audit – I will review the homepage of your website and then I generate a report that includes feedback for improvement. https://khjconsulting.net/homepage-review/

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