By Christine Kane
A butt-ugly turn-around moment in my life happened when I was trying to fall asleep in a freezing cold cinder-block room in New York City’s East Village after a hellish performance at a premiere venue.
I thought my career was over.
I shivered between the threadbare sheets, questioning my existence, pondering a degree in accounting, a lone tear rolling down the side of my face…
You’d think I was primed and ready for a Spielberg-like spiritual breakthrough involving some angels. Or, at the very least, a spaceship.
A cockroach walked across my face. True Story!
I sometimes tell this story when I speak because it hits my point home: You can Uplevel your life regardless of the circumstances that surround you…Or crawl on you. (Plus, it’s pretty hysterical to me now.)
This idea of revealing the bare truth about ourselves is something that we – as solopreneurs and business owners – often struggle with.
After all, aren’t we supposed to be experts in the know?
My students ask me:
How vulnerable should I be?
How much should prospects know about my story?
If I share this stuff, will I still be seen as professional?
When it comes to your story, here’s the million-dollar truth: You must tell your story. It doesn’t have to include cockroaches. But it does need to open your prospect’s heart and give meaning to WHY you do what you do.
Your story builds trust and creates a memorable brand. (Yeah, I don’t love that word either – but just roll with me here.)
There’s three reasons your story works:
1 – People remember stories.
Your prospect might not remember the first thing you said with your facts, features or data…
…but tell her about the time you got laid off the same day as your husband and that’s what propelled both of you to start a business? THAT is what she will remember. That’s because stories are visceral. Stories are universal. They connect with our hearts.
2 – People need connection.
More than ever, we’re all seeking deeper connection beyond just a “thumbs up” button. (Though we still like those too! )When it comes to your marketing materials, always think in terms of connection. And make sure your story is a part of it.Your story builds trust. It tells your prospect that you’re real. It tells her that you “get” her.
3 – The C-V Cocktail
“C-V” stands for Credibility-Vulnerability.
Let’s start with Credibility. Knowing how to position yourself is crucial in your marketing. Your credibility speaks to your prospect’s head. This, of course, means your results, numbers, certifications, publications, sales, speaking dates, etc. Your credibility is a part of what attracts people to work with you.
But it’s only ONE PART of our little marketing cocktail. The other part is vulnerability. Vulnerability speaks to the heart. Both head and heart matter to your clients.
Now, I’m not asking you to share about the time you drank too much at your cousin’s wedding and fell down the stairs and yacked all over her shoes.
Nor am I telling you to post on Facebook that you’re totally miserable today and you just forked your way through three plates of mac and cheese.
I am, however, proposing that you get very clear about the turning point in your life that started you on the path to doing what you’re doing right now.
So, here are some questions to get you started creating your story:
What were the circumstances in your “before” scene?
What was your struggle, your low-point?
What was the turning point?
What happened after that?
What made you do the work you’re doing?
If any answers are percolating in your head, think about how you can share your story to help you connect with your prospective clients.
Christine Kane is featured on Success Institute. Click here to access.
About the Author: Christine Kane is president and founder of Uplevel YOU™, a million-dollar company committed to the growth and empowerment of entrepreneurs around the globe through teaching not only high-level cutting-edge authentic marketing and business strategies – but also transformational techniques to shift mindsets and wealth. Christine has now worked with over two thousand people in her Uplevel Your Life® Mastery Program and Uplevel Your Business™ Program & Blueprint. That’s in addition to her popular events, workshops and retreats – where she teaches students how to create successful businesses based in their passion, attract an on-going stream of customers, clients and income while creating a life of meaning and purpose. After 15 years in a successful career as a popular songwriter and performer, Christine shifted her focus so that she could provide a deeper level of service to other creative and entrepreneurial types. “Yeah,” she laughs. “I went from being a rock star on the stage to helping people be rock stars in their lives and businesses! I love it! This is my dream come true!” Christine provides Upleveling advice, breakthrough techniques and other resources to over 25,000 subscribers from around the world via her Uplevel YOU™ eZine and other products at www.christinekane.com.