How do you market your stories to clients?

To market your stories to clients, first know your niche and then build your portfolio. This targeted approach showcases your expertise and provides a compelling showcase of your work.

Knowing your niche and target market is essential when marketing your stories to clients. Understanding the type of stories you tell and for whom they are intended is crucial. Consider the problems your stories solve, the benefits they offer, and how you differentiate yourself from other storytellers in your field. By defining your niche and target audience, you can create a clear and compelling value proposition that highlights your expertise, unique storytelling style, and the value you bring to your clients. This value proposition will help you articulate what sets your storytelling apart and why clients should choose you over other storytellers.

Most people's thinking about niches is only half right. Choosing a niche allows you to focus your messaging, understand your customers deeply, and get incredibly good at serving them. Depth wins. But, choosing a niche also helps your next client choose you. If I'm the Founder of an early stage tech startup that's struggling to raise investment, I'm more likely to choose a storyteller who focuses on early stage tech Founders than someone who is simply a "writer", "ghostwriter", or pitch-deck designer. Being clear about who you serve and how you serve them is the kindest way to grow your niche.

One thing I've found helpful in knowing your niche is asking yourself: "What can I talk about for 15 minutes or more even if someone wakes me up from sleep"? That thing is likely to be your niche. Knowing your strength helps you double down on it and avoid being all over the place. That is a good first step in carving a niche that sells.

The impact of storytelling on business transformation is best exemplified through a portfolio of successful projects. When pitching yourself as a skilled storyteller to your audience, it's important to demonstrate your achievements and their impact. Always keep in mind the most effective method to "Show, Not Tell".

Having a view on the different stories that you have and in triune aligning them to the right audience will only positively impact your desired outcome. Placing a story / communication which is designed to educate, to an audience which you need to persuade will not give you the desired results you are looking for.

The only way to improve your ability in storytelling is, naturally, to tell many stories. This includes diversifying your own range of topics, and exploring regions outside of your storytelling comfort zone. This will benefit your life in two major ways: 1) it will show you areas of overlap previously undiscovered (how is mass spectrometry related to ballet? Explore a story in both areas of interest, and you just may find something completely new) and 2) it will build you a diverse portfolio of experiences that makes you a better storyteller and communicating overall.

Building a robust portfolio is a crucial step in marketing your stories to clients. A well-curated collection of your best work showcases your skills, style, and the tangible results you deliver. Whether it’s a website, blog, podcast, or YouTube channel, choose a platform that best suits your medium and genre. Including story samples, client testimonials, and detailed case studies not only highlights your expertise but also builds trust and credibility. Ensure your portfolio reflects your niche and value proposition to attract and resonate with your ideal clients. A strong portfolio is a powerful tool for demonstrating your storytelling prowess and securing new opportunities.

Don't wait for clients to find you. Network strategically. Attend industry events, connect with potential clients on LinkedIn, or even consider guest blogging on relevant websites. When networking, be prepared to deliver a compelling elevator pitch that highlights your storytelling niche and the value you offer. For example: Connect with marketing directors at tech companies on LinkedIn. Craft a personalized message showcasing your success stories in the B2B tech space and offer a free consultation to discuss their storytelling needs.

I firmly believe that networking and pitching are critical steps in marketing your stories to clients. Networking allows you to build valuable relationships with potential clients, collaborators, and influencers, both online and offline. By engaging in social media, forums, events, and conferences, you can gain exposure and access new opportunities. Pitching, whether through email, cold calls, proposals, or in-person meetings, is essential for presenting your stories to interested clients. This proactive approach can lead to securing gigs, contracts, and projects, ultimately expanding your professional reach and success. Effective networking and pitching are indispensable tools for growing your storytelling business.

How are you known? How do others find you? I'm learning and practicing the art of being "findable". You can only be called upon if someone knows about you. This can be on different mediums such as social media, attending events, reaching out to like-minded people, and even offering training sessions. Share your mistakes, accomplishments, tricks, failures, hard lessons... You become relatable and are seen as an experienced expert. And with this, you're building a community who will support you in your journey.

Networking and pitching are essential steps in marketing your stories to clients on LinkedIn. Building relationships through online and offline networking helps you gain exposure, referrals, and opportunities within your niche. Engage with potential clients, collaborators, and influencers through social media, forums, groups, and events to expand your professional network. Pitching involves reaching out to potential clients and proposing your storytelling services. Whether online through email, social media, or proposals, or offline through meetings or presentations, pitching allows you to showcase your value proposition and expertise. It's essential to tailor your pitches to each client's needs.

Circle back to those first goals of impact. How does your story deliver on that impact? Is it leaving your clients with what they wanted? Consider evaluating the strength of your story through the lens of a service or product, and make sure you're ticking the boxes your clients are looking for. Storytelling is a hugely competitive market and when you're using this technique for professional/rhetorical purposes, you need to over-deliver on value.

🎯 When you secure clients, focus on delivering high-quality content that meets or exceeds their expectations. Show how your storytelling can solve problems or enhance their brand.

Your stories aren't just words on a page; they're experiences waiting to be lived. Delivering value isn't just about meeting client expectations; it's about exceeding them in ways they never thought possible. It's about immersing your audience in a world of wonder and possibility, where every word, every image, every emotion is crafted with care and precision. When you deliver value consistently, you're not just telling stories; you're creating unforgettable memories that leave a lasting impression on your clients and their audiences alike.

Provide clients with high-quality stories by including exclusive interviews or firsthand accounts. For example, if you're writing a story about a new tech product, include an interview with the product's lead developer. This unique insight not only meets your client's goals but also offers readers something they can't find elsewhere.

Leveraging communication platforms, social media of course is a great way to expand your reach, and connect / engage with more people. Just make sure that you are following the principles of impactful storytelling ... content sharing for sharing sake can also saturate and dilute the power of your stories.

Since 2018, I've hosted "When Science Speaks", a weekly podcast on communicating complexity, authentic persuasion, storytelling, and careers for PhDs beyond academia. The show - and the stories guests and I share - has provided material for my weekly newsletter and Youtube channel. Potential clients consume information in a variety of preferred formats, and even within the newsletter, I've used infographics, video clips, and blog posts to reach readers about the same or similar topic. I've told the same story in my online course, during keynotes, and as part of guest lectures. You'll know your story has impact when students or audience members will tell you years later they remember "That story you told about the gold mine in Canada."

PROMOTING your storytelling and films should take just as much time, energy and focus as MAKING them did. This is where most creators just stop, because they're exhausted. It's why your work isn't bringing in leads by the truckload. You have to plan ahead for the marathon, set recurring calendar events to promote that story specifically. Cut clips, share events, submit it to film fests, blogs and newsletters. Keep the story circulating. Another reason this crucial step doesn't happen for creators is because they are lured by the "next shiny thing". The next project, next event. Plan ahead to keep each story in your social pipeline for 6-10 months after release. You worked hard to make it, you deserve the recognition! Be shameless!

Your stories deserve to be heard far and wide, across every platform and medium imaginable. Promote them with gusto, leveraging the power of social media, email marketing, and word of mouth to spread the word far and wide. But don't stop there; repurpose your stories into different formats and iterations, breathing new life into them with every adaptation. Let your stories evolve and grow, reaching new audiences and touching new hearts with each retelling. Your stories are timeless; let them shine in every corner of the world.

📢 Use various channels to promote your stories and reach a wider audience. Repurpose your content across different media to maximize exposure.

- Regularly participate in workshops and webinars that focus on storytelling techniques and marketing strategies specific to your industry. 📚 - Join professional storytelling or marketing communities, like the National Storytelling Network or digital marketing groups on LinkedIn, can provide valuable insights and feedback on your storytelling methods, helping you refine your approach. 🌐 - Read up-to-date books and articles on narrative techniques and marketing tactics.📘 - Actively seeking feedback from clients on your storytelling can also guide your learning process, highlighting areas for improvement and confirming strategies that resonate well with your audience. 🔄

The journey of storytelling is an ever-evolving one, filled with twists and turns, highs and lows. Embrace every lesson, every setback, every triumph as an opportunity to learn and grow. Seek out feedback with humility and grace, knowing that it's not a reflection of your worth but a catalyst for your improvement. Invest in yourself, hone your skills, and never stop pushing the boundaries of what's possible. The path to mastery is paved with dedication and determination; walk it proudly, knowing that with every step, you become a better storyteller than you were yesterday.

The beauty about storytelling is that to practice it is .. FREE. You safely try it within all of your communications, in a wide variety of scenarios and learn each time. Test, learn, smile and repeat!

🔄 Continuously seek feedback and stay updated with the latest trends in your industry to refine your approach and improve the quality of your storytelling.

The quality of your work can be improved by learning new storytelling skills or honing current ones. Improving your narrative structure or becoming an expert visual storyteller are two ways to hone your craft and create more captivating stories.

“Storytelling” has become the most overused word in marketing. Everyone’s selling this magic elixir, and yet, what they’re selling isn’t very potent. I think we all know creating a great story is hard; it’s a talent, a gift, and an art. Drilling down into the anatomy of story and making it work for business is a tough assignment. Be skeptical of people selling it. So, what should you look for when choosing a partner to help you with story? [1] Someone you trust to dig in and find detail – details bring stories to life. [2] Someone who can make your story real – show, don’t tell. [3] Someone who can bring humanity to your story – stories are, fundamentally, human sagas.

As you embark on your journey to market your stories to clients, remember that success is not a destination but a never-ending quest for excellence. Stay true to yourself, stay true to your stories, and above all, stay true to the passion that fuels your creativity. Be patient, be persistent, and above all, be fearless in the pursuit of your dreams. The road ahead may be long and winding, but with every story you tell, you come one step closer to the ultimate destination: a world where your voice is heard, your stories are cherished, and your legacy lives on for generations to come.

Crafting a strong value proposition showcases your strengths, positions you as a storyteller who meets specific client needs, and communicates the benefits of working with you. By clearly defining your niche, target market, and value proposition, you can effectively market your stories to clients who resonate with your unique storytelling approach and offerings.

By addressing these questions, you can develop a clear and compelling value proposition that effectively communicates your storytelling skills and sets you apart from competitors. Crafting a strong value proposition will help attract clients who resonate with your storytelling style and value the solutions you provide.

Not all clients are alike & so there's no "one size fits all" marketing strategy either. It differs from client to client. The most practical way of marketing stories to the client is to first research about the client. Know their vision & mission. Find out the merits & demerits of their product. If possible, think of ways to reduce/ eliminate demerits of the product. This could earn us brownie points. Finally, present a story highlighting the pluses of their product while subtly suggesting how to overcome the demerits. We shouldn't go overboard. We need to keep it simple but creative. Also, short & crisp stories are best to hold the attention of clients. Nobody wants to listen to lengthy sermons, even if it is about their very own product!