In the book All Marketers Are Liars, author Seth Godin explores a new paradigm. 'Liars' explains the process of unfolding a "story" (he calls it a lie) that reflects an authentic message about the storyteller.
After the story is developed, it is directed at a group of people who have a worldview that can be leveraged toward your story.
Seth defined worldview as "The lens they use to determine whether or not they're going to believe a story."
That kind of Genius Thinking leads us to consider 3 things.
1. What talent and ideas are you actually selling in the market? Selling a talent and providing supporting ideas to a niche group of buyers is the path to follow today.
2. Who cares the most about your talent and idea? What is the worldview that gives this group of people the motivation to care about your story?
3. If you were telling a story about your talent and idea over coffee with a friend, what would you say? How would you casually explain what you do?
All that's left is to tell that story to a group of people who have the mental framework in place to care. Put it all together and you have a story that will reflect the business you actually get.
This Weeks Action
1. Evaluate your talents, passions and values in business. What is the "talent" you offer? What ideas support that talent in creating your offer for the market? You have now created your unique story.
2. Who cares? Make a list of the characteristics of the people who have the worldview to care about your story.
3. Add specific names of existing clients and prospects who exhibit the traits that fit into your worldview characteristics list. Contact this group of people first.
4. Record or write down your authentic story. Once you're comfortable and understand your unique vision, you're ready to take your story into the marketplace.
5. SHOUT your new, authentic story from every roof top in neighborhoods where your ideal clients live. If you're in a B2B type of business, neighborhood refers to your prospects office or place of business.
You are no longer selling a business service or product. You're capitalizing on your greatest strength and only telling your story to people who have reason to care.
A very special thanks tp Seth Godin for his remarkable Genius Thinking and great ideas.
Bonus Action Step
Email your new authentic story to me at firstname.lastname@example.org.
I'll give you a quick critique on your story and if needed, make suggestions on how to strengthen it.
Get Out and Sell That Story Today!