As an entrepreneur, you’ve heard of the importance of authenticity countless times. But how often are you really using authentic storytelling in your business? And why should you be?
Storytelling is not only the oldest form of communication, but it’s also the most effective. Why? Because it allows you to connect with others on a deeper, more authentic level. Storytelling captures your audience’s attention by tuning into their emotions and giving them a narrative to follow.
Authentic storytelling is especially important for creative entrepreneurs with a service to sell. When you have a service-based business, your entire business revolves around building client relationships. And the best way to build any sort of relationship starts with just being yourself!
Storytelling isn’t just reserved for the About Me page, either. Authentic storytelling should be infused into all of the copy that goes into your brand across your website, your email series, your social media content, and even your email signature.
But before you start crafting your story and sprinkling personality-driven copywriting into your marketing, let’s dive into a few ways authentic storytelling can benefit your business.
Storytelling allows you to stand out
Let’s face it, there are countless others who provide the same service as you do, whether you’re a photographer, a graphic designer, or even a copywriter like me.
But there’s only one person who can do what you do, in the special way that you do it, and that’s YOU! Your business is unique because you’re the one running it and you’ve got a story and a mission that’s all your own. Don’t underestimate the power of your story. Use that story to stand out above the competition.
When you’re thinking about using authentic storytelling in your business, consider a couple of things. First, what makes you unique? What is it that you offer that no other photographer or graphic designer does? Next, how can you use that unique trait to make your brand memorable? Harness that one-of-a-kind characteristic and use it as the foundation for your story and your brand voice.
Storytelling creates a deeper connection with clients
Clients and customers today want to feel connected to the business they’re interacting with. They’re no longer just there to buy your product or service and call it a day. These days, people are more committed to a brand’s story than ever before. Potential clients want to know who you are and what you value so they can figure out if it aligns with their own values.
So, why is this important for creative business owners? By being vulnerable and sharing a part of your story (even if it’s just one page out of one chapter of your book) you’re allowing your audience to form a deeper connection with you. When you share your story, you’re letting your audience know what’s important to you. And when you let your audience know what your brand values are, you’re going to attract clients who value the same things. And that, my friend, is the ultimate goal after all, isn’t it?
Storytelling humanizes your brand
At the end of the day, people like doing business with other people — not with computers or corporations or AI-bots. They want to get to know the human behind the screen!
This is why personality-driven copywriting is key to growing your business. By infusing your brand’s voice and personality into everything you do, you’re letting your audience and potential clients know that there’s a real-life human running the show. Humanizing your brand shows your audience that you’re someone they can trust; someone who can not only get the job done but can also understand the emotion and the “why” behind the project.
Don’t be afraid to be the human that you are. Consider ditching the professional image you think you should have on your website (psst…stop saying “we”), and let people know that there’s a real-life human behind the business.
Storytelling builds long-term relationships
Good client relationships go a long way for creative entrepreneurs. And the foundation of a good client relationship is built upon being authentic.
Another way that authentic storytelling can benefit your business is that it helps boost your brand’s Know, Like, Trust factor with clients. When your clients know your story, like your personality, and trust your values, they’re more likely to be committed to the relationship for the long haul, whether as a client or a valuable part of your network. And personality-driven copywriting plays a major role in building that Know, Like, Trust factor! Without copywriting that is infused with your voice and story, your messaging would fall flat and your clients may not be invested in what you have to say or offer.
And there you have it! Authentic storytelling benefits your business in so many ways, from helping you to stand out to building deeper connections with clients. And the best and easiest way to start sharing your story is by weaving personality-driven copywriting into everything you do.