Great Storytelling to Grow Your Business

Brand Story Telling

Written by Geoff Woliner

Geoff Woliner is an Arlington, VA-based event emcee and founder of Winning Wit, LLC, a company which helps people write and deliver the best presentations of their lives through the application of stand-up comedy techniques.

July 7, 2015

A steady stream of clients is the lifeblood of any event planner’s business. Most event professionals go to great pains to ensure they have a crisp website, strong SEO presence and a robust network of referrals that keep things flowing. But that’s only one part of the equation, and it often overlooks a critical component – clients buy you as much as your business.

When you’re in front of people at a networking event, or during a face to face prospect meeting, one key above all others will ensure they’re hooked on the story of you and become personally invested in you as their event planner. Here are the best ways to ensure your origin story becomes a hit with your prospects:

Great Storytelling to Grow Your Business

1) Begin with the relatable story of your past life. No, not the past life when you were the 14th century Queen of England. The life you had before you started your event planning business. Most of your prospects have a similar job to this one and would love to follow their dreams as you have. Hook them on your journey.

2) Talk about the “A-Ha” Moment. That inspiration moment in time when you decided it was time to take the plunge – what inspired you to do it, how you knew it was the moment. People become attached to pure emotion, especially when it comes from a place of inspiration.

3) Reinforce your Decision. Talk about how it was the best decision of your life, and how you wouldn’t change a thing if given the opportunity. When people know you love what you do, they know you’re likely to give 100% to their event and pay special attention to your needs.

When people see that this business is more than just a way to pay the bills, but is part of a unique personal journey, they subconsciously feel the desire to join you on the journey, and hiring you becomes a way to entangle themselves in this great story. Try it next time. Show them not just what you’ve got, but who you are.

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