How Best To Tell Effective Business Stories
If you're a business owner who sells based on trust, I believe the single best way to tell your story is through a self-published book. Your book should exist within a multi-channel follow-up system.
This page details exactly what that system might ideally look like! So please - grab a coffee and make yourself comfortable.
N.B. You can increase the playback speed of all videos on this page using the video settings.
A book allows potential customers to understand your unique perspective, method or system. A book communicates your expertise. A book positions you head and shoulders above other service providers. (Daniel Priestley talks about this in Key Person of Influence).
However, a book published in isolation won't do you much good. The book must sit within both a follow-up and a promotional system. Let's explore the different parts:
1: Minimum Viable Product
You don't need to build everything at the same time. The following is what I consider the 'minimum viable product' and the most direct path to closing a sale:
Not all of your book readers will be ready to buy straight away; some you will need to nurture. The following video explains how to expand your follow-up system with multiple email sequences.
To increase your conversion rate from book sales to paying clients, try including SMS and direct mail as additional channels:
Your book will mostly exist to educate people who are already aware of you. However, you can also leverage your book content to grow your audience base. First, put the following key assets in place:
Next, leverage the reach of social media and remarketing to grow your list:
- If you're a copywriter or DIY marketer, the place to develop your writing skills is the Story Copywriter Community. The Community provides the training and support to both develop your writing and master the necessary marketing technology.
- To discuss working with me directly please fill in the Story Map form here. I work 1-1 with a small number of clients to fast-track your book and implement the full methodology.
What Clients Have Said
"The output of Rob's process delivers far beyond the end of the process. Therefore it's a true investment because it keeps paying dividends..." - Pieter de Villiers
"Working with Rob was relatively easy. He asked questions, he obviously has an innate sense of emotional understanding, and didn't have to ask for my whole life story to get the most important parts of the story. I was surprised at what he was able to produce from such a short conversation!" - Aveline Clark
"Working with Rob reinforces my preexisting belief in the need for truth in marketing. There is a way to be transparent, build on your existing assets and strengths, and still create a message that can resonate with a specific market. This service helped me find mine. It requires some skill, but Rob does it for you.
And I am certain, that once my audience starts hearing this message, it will be unique. And definitely my own, because it’ll be based on my slightly offbeat background and backstory. And therefore impossible to copy or just knock off." - Luke Szyrmer
Rob has a real skill in drawing out lines of narrative in the course of the conversation, and suggesting the marketing points that can be illustrated from anecdotal stories about life events.
For less than the fee that some copywriters would charge for a single piece, you can have a rich store of copy ideas that will keep you going for months, if not years.
You’ve drawn various stories and situations from my past, and used them to create a coherent set of stories that have set the direction for my conversation with my audience.
What I liked best about this is that you did all the hard work – getting the focus and the “moral of the story” part. The easy part is all that’s left for me to do – filling in the details. Your true genius ability is to listen my stories and draw out the bigger meaning of that story. That’s what makes a story powerful..
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