As a business owner, you want to make a lasting impression on your customers.
And one way to do that is by telling a compelling origin story that sets you apart from your competitors and connects with your audience on a deeper level.
Whether you’re creating courses, membership sites, or any other type of expert business, your origin story can be a powerful tool for building brand awareness, trust, and loyalty.
In this post, we’ll cover the key steps for crafting and telling an awesome origin story for your expert business. Let’s get started!
1. Defining Your Story
The first step in telling your origin story is to identify what makes your business unique. Marketers call this a “unique selling proposition,” or USP.
This could include the problem you solve for your customers, the values and mission that drive your company, or the expertise and experience you bring to the table. Once you’ve established what sets you apart, you can begin to define your story.
To help you get started, ask yourself the following questions:
- What inspired you to start your business?
- What was the problem you were trying to solve for your customers?
- What have been the key milestones and challenges in your business’s history?
By answering these questions, you’ll have a better understanding of your company’s mission and values, and the problem you solve for your customers.
Don’t skip this step! This information will form the foundation of your origin story, so it’s vitally important you do the hard work of answering these questions.
2. Crafting Your Story
Once you’ve defined your story, it’s time to start crafting it. A good origin story should have a clear narrative structure, with a beginning, middle, and end.
It should detail your “epiphany journey” and aim to give your potential customers, clients, or students the same epiphany you had that led to offering the products or services they need.
It should also have strong emotional appeals that engage your audience and make them feel a unique connection to your business.
Here are some tips for crafting your story:
- Start with a hook: Begin your story with a memorable and attention-grabbing opening that sets the tone for the rest of your story.
- Highlight key moments: Focus on the key moments and milestones in your business’s history that shaped who you are today.
- Use emotional appeals: People remember stories that evoke emotions. Use language and storytelling techniques that tap into the emotions of your audience and help them connect with your story on a deeper level.
(Pro tip: Want to learn how to tell better stories? Check out “The Fire in Fiction” by Donald Maass. Holding attention and creating emotional desire is the art of fiction writing. Study what they do, and you’ll become a fantastic storyteller.)
4. Telling Your Story
Once you’ve crafted your story, it’s time to start telling it!
There are many different ways to deliver your story, depending on your audience and your goals. Some popular options include videos, text-based articles, infographics, or a combination of these formats.
You might wonder where you should start sharing your story?
In our opinion, everywhere that it makes sense. An origin story can be the key to setting your business apart from the competition, so your audience should hear it in many times, ways, and places as they interact with your brand.
When choosing a medium for your story, consider the following:
- Your audience: Think about the preferences and habits of your target audience, and choose a medium that speaks to them.
- Your goals: What do you want to achieve with your story? If your goal is to build brand awareness, a video might be more effective. If your goal is to educate your audience, a text-based article might be a better choice.
- Regardless of the medium you choose, it’s important to deliver your story in a compelling and memorable way. Use vivid language, images, and visuals to bring your story to life and help your audience connect with it.
Your Origin Story Matters!
In conclusion, telling an awesome origin story for your expert business can be a powerful tool for building brand awareness, trust, and loyalty.
In fact, it might be one of the most important things your business could possibly do.
By following the steps outlined in this post, you can define your story, craft it, tell it in a compelling way, and measure its impact. So why not start telling your business’s origin story today and connect with your audience on a deeper level!