When you push aside the idea that you have to “sell” something – anything – you’re left with the most compelling feature of your what you do: the story.
– Ivy Newman, The Viney Group
Chances are you’ve experienced the painful trend of big, bold New Year plans deflating before the middle of February. Some call this seemingly inescapable trap the Fail by Feb phenomenon and, according to Psychology Today, it’s a phenomenon that afflicts nearly 80 percent of those of us who bother to make New Year’s resolutions.
Some experts suggest one way to increase the longevity of our well-intentioned-yet-ultimately-doomed resolutions is to reprogram how we think about resolutions in general. By pushing aside the notion of “New Year’s resolutions” and embracing the idea of opportunities for growth and paths of natural progression, our minds start to eliminate the cynicism and feelings of dejection that are pretty much woven into the fabric of New Year’s “resolve.”
This reprogramming principle applies to more than resolutions. As business professionals, we’re constantly trying to identify and execute the most effective ways to “sell ourselves.” But what if this way of thinking is the very obstacle standing in the way of our success? When you push aside the idea that you have to “sell” something–anything–you’re left with the most compelling feature of your business: the story.
The truth is we don’t have to sell ourselves. Our mission is enough. When we work on creative ways to translate our mission–this actionable vision we believe in so strongly that we’ve created an entire enterprise around it–that’s when the magic starts to happen. That’s when the clients start rolling in and the conversions start turning over. As 2019 kicks into gear, remember to share your story.
- Client testimonials: These offer you a human-to-human alternative to standard case studies you might post to your website. They reflect indisputable evidence on everything you’ve accomplished and how your business has had a positive, measurable impact on real-life situations and real-life people. Pro Tip: Don’t forget to experiment with written testimonials as well as video.
- Blog posts: These can include a variety of formats – all through which you can tell your story in creative, interest-piquing ways. Interviews with past and current clients or outside professionals who are experts in their field (or yours) not only increase the breadth of your story but help corroborate its impact.
- Landing pages: Your story begins with you. Creating a landing page that leads straight to your company’s mission statement, complete with photos of you and your team, will allow you to tell your story from your unique perspective. Pro Tip: Don’t forget to brainstorm with your team members for their ideas and perspectives before you craft your mission statement.
This January, don’t let the nagging inner voice telling you to sell yourself and your organization interrupt the impact of your mission. When it comes to buy-in, remember your narrative. Share your story. Have a wonderful New Year!
by Ivy Newman
As a marketing consultant, Ivy concentrates on strategically working with executives and business owners on solutions for structuring and creatively implementing the right marketing plan to increase business.