Tell Your Story to Build Trust and Close Sales… (even if you think it’s ‘boring’)
WANTED: Does this describe you?
What you do is unique. You provide outstanding value to the right clients. You have a valuable message your audience needs to hear. You like the idea of telling your story, and see value in the approach.
But you're stuck.
You don't know where to begin. You don’t know what parts of your story to tell, and what to leave out. You don't know how to transition to your offer. You don’t know how to structure your story within your marketing sequences. You worry your story is boring, and irrelevant to a potential customer. You worry that telling your story seems a little self-serving… like it’s all about you.
But at the same time, you need better results. You need more traction in your marketing. You’re tired of ‘selling yourself’ to people who don’t trust you, and don’t understand your true value. You’re tired of being compared to other ‘competitors’, who in fact are nothing like you.
One way to set yourself apart is to tell your story. Not the sugar-coated story most marketers tell… but your real story. Your true story. The struggles you’ve overcome, and the things you believe in.
You see, people only buy what you do when they first understand why you do it. If you’re running upstream trying to chase business, it’s time to start telling your story.
The companies with the best stories win the most deals...
Told effectively, your story is a marketing asset that will help you close sales for years to come. Your competitors can copy your features and copy your pricing, but they can never copy your story.
To put the power of your story to use in your marketing, the first step is to uncover it. To bring it out into the open, with all its twists and turns.
You see, your story is actually pretty big. Telling ALL your story in one go would be too much; like drinking from a fire hose. Your story is best told in shorter segments, mixed in with features, benefits and offers.
But what exactly are those segments? What order should they be in? How long should they be? How many emails should you send?
Is email even the best way to tell your story? Or should you write a book? Or send direct mail? Or tell it on your website?
In Uncover Your Story, I’ll listen to your entire story, for as long as it takes to tell. If you’re not comfortable telling your story, that’s okay. I’ll guide you through the process.
Once I’ve heard your story, I’ll speak to your colleagues, if you have any. I’ll uncover why they think you’re unique.
Next, I’ll speak to two or three customers. I’ll find out – in their words – why you’re different, and why your story matters to them. I’ll find out which parts of your story overlap with their story. I’ll discover which parts really resonate with them. You'll get transcripts from all the calls we do, which provides a valuable source of testimonials.
Finally, I’ll pull everything together into a precise plan. I’ll send you a written outline of how to use your story in your marketing to build trust and close sales.
You’ll end up with absolute clarity about which parts of your story to tell, in what places. You’ll know what to mention, and what to leave out. And you’ll know when to stop telling your story, and when to make an offer.
Uncover Your Story isn’t a long process; typically 7-14 days. Once I’ve finished your plan I’ll present various implementation options, depending on your resources and budget. You may choose to hire me to write your story. You may choose to write it in house, perhaps under my guidance. You could even take the plan to a more local copywriter. I've seen all three outcomes happen successfully.
How Much is Uncover Your Story?
The cost of Uncover Your Story can be split into two bi-weekly payments, if you prefer (must by paid by credit card or standing order).
To recap, what you get is:
- Copies of all Uncover Your Story transcripts (with yourself / colleagues / customers).
- A specific written plan of how to tell your story, across all the marketing media available to you.
- A choice of implementation options.
To get on the Uncover Your Story waiting list, enter your details into the form below. To jump the waiting list and get first priority on places, make sure you're subscribed to the True Story Selling community (community members get priority).
There’s nothing to pay today, but I strongly recommend you read either of my books before completing the form.
Common Project Questions
Beyond Uncover Your Story, how are projects priced? (opens in new tab)
Why I don't offer a portfolio, or give out references (opens in new tab)
This is fantastic! Thank you for sending this over. I’m going over the story ideas, and I can see several that I can use right away.
You’ve drawn various stories and situations from my past, and used them to create a coherent set of stories that have set the direction for my conversation with my audience.
What I liked best about this is that you did all the hard work – getting the focus and the “moral of the story” part. The easy part is all that’s left for me to do – filling in the details. Your true genius ability is to listen my stories and draw out the bigger meaning of that story. That’s what makes a story powerful.
John Verbrugge, Shared Hands
Rob’s ‘Uncover Your Story’ process is an absolute revelation, and a very pleasant experience into the bargain. In the course of a couple of hours, doing no more than having an amiable conversation, I’ve ended up with 22 outlines for emails, landing pages, or other types of promotional copy which are interesting, entertaining and authentic. Furthermore, this copy will have the added benefit of establishing a bond of trust with my prospective clients since it is drawn from formative experiences in my own life.
Within a day or so of the interview, Rob delivered two really useful documents. One was the edited transcript of the conversations (with a few insights interjected), and the other was a list of themes that he had extracted with suggestions as to how they could relate to promoting my own business. I could simply copy and paste sections of the transcript to make a first draft of an email or an ad, and then do the final polishing.
Rob has a real skill in drawing out lines of narrative in the course of the conversation, and suggesting the marketing points that can be illustrated from anecdotal stories about life events. For less than the fee that some copywriters would charge for a single piece, you can have a rich store of copy ideas that will keep you going for months, if not years.
Derek Dearden, One World That Works
I feel like I know a thing or two about marketing in general, and I’d already read Rob’s books, so I thought that this should be enough to just create something myself. I’d even created an email based on his course. Yet, something internal was still stopping me from just banging out a whole bunch of stories.
In short, I wasn’t able to see the true, more objective value of my own backstory, and how different stories could be tied into what my audience wants. In particular I just wasn’t seeing the connection of stories from my own early childhood to cutting-edge tech entrepreneurshup. I wasn’t concerned about opening up about my story, just concerned that the message might not be relevant.
Regardless, I decided to go ahead with the service, because of two factors. First of all, I already know storytelling is Rob’s natural strength and also a strong area of expertise. He puts in the work; I see an email from him every morning in my inbox. Second of all, I knew I’d benefit from an outside perspective. It’s not enough to just know a lot about marketing, because there is a strong emotional component to good marketing. And in my case, that emotional component was clouding my view of what to do next, despite having all the “information” I needed.
The process itself was really simple and easy. We got on a call, chatted for two hours, and then Rob said he’d pick it up from there. The questions themselves were designed to pull stories from my head, but it felt pretty much like sitting down and having drinks at a pub with Rob on a Monday night. Even though we were on a call.
Afterwards, I didn’t really hear back for a few days. To be honest, I was getting a little nervous waiting to hear back. I was thinking…maybe Rob can’t find anything interesting to say based on what I told him. After all, on the call I was talking about things that were ridiculously far from marketing–just the way I honestly felt about a lot of topics and the stories explaining why I felt that way. Maybe I should have been a bit more selective about what I shared, so that it would be sales oriented.
That following Saturday, I was strolling along with my family at Richmond Park, thinking about the call earlier in the week. And in came an email from Rob, with the final output. He’d come up with an overarching marketing message, which hit the nail on the head, while building on examples from my backstory to get it across. He’d also prepared a detailed plan of how I can repurpose each story that I shared into a specific piece of communication, like an email in an introductory email sequence or a video.
All I can say is wow. <blown away>
I’m definitely creating an email sequence based on his suggestions, and I’ll look into video after I have a basic text-only funnel working. It’s just easier for me to work with text as I’m an author; I completely get that my audience wants to experience my content in other formats than big (intimidating) blocks of text.
Working with Rob reinforces my preexisting belief in the need for truth in marketing. There is a way to be transparent, build on your existing assets and strengths, and still create a message that can resonate with a specific market. This service helped me find mine. It requires some skill, but Rob’s does it for you.
And I am certain, that once my audience starts hearing this message, it will be unique. And definitely my own, because it’ll be based on my slightly offbeat background and backstory. And therefore impossible to copy or just knock off.
Luke Szyrmer, Launch Tomorrow