Sell your personal story - coaching leadership

So far, you have developed several tools to attract and keep your customers, which will serve as a foundation to reduce the fear of failure in your advertising efforts. Without this solid foundation, it will be more difficult for you to capture the attention of your audience.

As you have worked and grown as an entrepreneur, you have gained invaluable experience that you can use to promote yourself and your business. People like personal and empathetic stories. By sharing your journey and the obstacles you've overcome through engaging and well-crafted storytelling, you begin to be seen as someone worth following and emulating.

How to sell through a story?

Selling through a story, known as "storytelling", is a communication tool that helps the entrepreneur to convey their message more effectively, using stories, usually from a personal approach, that generate empathy and an emotional response in those who listen.

By sharing a personal story that customers, investors and others can relate to, you connect on a deeper level with them. Emotions are central to our response to stimuli, and by employing this method, you elicit these types of reactions to make connections on multiple levels.

To make your story coherent and not seem disconnected from reality, I recommend following this structure:

• First, establish a premise that you demonstrate at the end of your story.

• Always include content of human value that emotionally appeals to the customer.

• The story should have a protagonist that people can identify with and want to see succeed.

• It is also important that you integrate a clear and specific goal for the hero and the challenges he must face to achieve it.

Types of stories you can use

There are multiple types of stories you can tell to elicit an emotional response from your audience, the choice will depend on you and your sales objectives.

Some examples of stories you can tell are:

• The story of the creation of your product or service.

• Your personal experience that led you to offer your product or service.

• An anecdote related to your venture.

• A customer's experience using your products or services.

Example of a story

"The most recognized store in the world has more than 60 years of history. It all began in the forests of southern Sweden in 1943, when its founder, Ingvar Kamprad, was 17 years old. As a boy, he sold matches to his neighbors and realized that by buying them in bulk, he could sell them at low prices and still make a profit."

This is the story of how the founder of the famous IKEA furniture store entered the world of entrepreneurship. It's a condensed version, but it contains all the essential elements of a good personal story.