GUEST Post: Mags Thomson (Content Consulting and Messaging Expert)
I have been a storyteller for as long as I can remember. My first piece of writing is dated at age three and reads ‘Oma’ (the Dutch word for grandmother). When I was 16, we got an assignment in art class to create a picture book, and I created one about the size of a toddler! It was about a meter wide and 70 centimeters high. The story’s premise was that there were two kingdoms with a prince in one and a princess in the other. They were at odds with each other and didn’t talk until they were united by the fact that the prince kidnapped the princess’s pet – a storytelling monster. He had been bored and wanted someone to tell him a story. I can’t remember all the details now, but after some goings on the prince and princess connected over their mutual love for stories, and they listened to the monster’s stories together.
Even then, I knew that stories connect people.
In 2013, I co-founded a platform to support survivors of emotional abuse. That is when storytelling became integral to my work, as I recounted my childhood and shared my healing. Through this work and my journey through trauma, I became increasingly aware of how the stories we are told in life impact the stories we tell ourselves and how they feed into the choices we make in life.
Our Brains Are Story-Telling Machines
Our brains are constantly telling stories. We’re filling in the blanks, making assumptions, and trying to make sense of the world as best we can. Just remember when you smiled at someone, and they didn’t smile back. Your brain will have immediately made up a story as to why. They must have been angry at you, remembered the stupid thing you said last week, or you’re wearing a stupid hat… We’ve all been there, right? Our brains are storytelling machines!
One of my favorite authors is Terry Pratchett, and one of my favorite passages is from Thief Of Time:
“And if you want the story, then remember that a story doesn’t unwind. It weaves. Events that start in different places and at different times all bear down on that one tiny point in space-time, which is the perfect moment.
Supposing an emperor was persuaded to wear a new suit of clothes whose material was so fine that, to the common eye, the clothes weren’t there. And suppose a little boy pointed out this fact in a loud, clear voice…
Then you have The Story of the Emperor Who Had no Clothes.
But if you knew a little more, it would be The Story of the Boy Who Got a Well-Deserved Thrashing from His Dad for Being Rude to Royalty and Was Locked Up.
Or The Story of the Whole Crowd Who Were Rounded Up by the Guard and Told, “This Didn’t Happen, OK? Does Anyone Want To Argue?”
Or it could be the story of how a whole kingdom suddenly saw the benefits of the ‘new clothes’, and developed an enthusiasm for healthy sports* in a lively and refreshing atmosphere which got many new adherents every year and led to a recession caused by the collapse of the conventional clothing industry.
It could even be the story about The Great Pneumonia Epidemic of ’09.
* Mostly involving big, big beach balls.”
Every story we tell has the potential for varied interpretations and angles. The stories that we tell ourselves immediately impact our life. Someone not smiling back at us can spin our brain into a story about them not liking us, making us feel insecure the whole day. But it can also trigger a story about them having a hard time, making us reach out compassionately and possibly making them feel better. This is true on a small scale but also on a larger scale.
Our perception of the world and our place in it reflects the stories we tell ourselves.
So what does that mean for us as entrepreneurs?
If we can harness the power of stories in our business, we can create a powerful connection with our (future) clients and begin bringing our vision for the world to life.
I hear you thinking: “I am not a storyteller, Mags!” But I just explained to you that you ARE! Even this is just a story you are telling yourself. Most people I talk to about their stories are looking for a grand rags-to-riches story or an epic tale of personal growth. Those are not the only stories we can tell, though!
Here is a super simple example from my marketing.
First, the version without a story:
Do you find it hard to get testimonials from your clients?
There are two main reasons for this:
And here is a version WITH a story:
“Why is getting testimonials like pulling teeth from a chicken?”
I was talking to a successful coach and hypnotherapist when she asked me that rather colorful question. I get a lot of it, albeit not always phrased so imaginatively!
There are two main reasons for this:
This is the smallest of stories, but it impacts how it hooks you to keep reading (and I do apologize that I didn’t share the two main reasons here (if you want to know, ask me).
Now you know you are wired for storytelling, and you have seen how stories capture an audience’s attention. There really is only one thing left to talk about: ways to start using stories in your business!
A Value Discussion
Stories are an incredible way to highlight our core values, our vision for the world, and why we are so passionate about our work.
When I first founded my business House of Hives, I wanted to empower female entrepreneurs because I felt that they would, in turn, be able to uplift other female entrepreneurs. Female empowerment squared, I call that.
The research shows that when women become more financially independent, they make different choices about what they will spend money on. Where men are more likely to spend on status symbols (think sports cars or bigger houses), women are likely to spend more on their families and invest in other women (think organic food, housekeepers, and VAs). Of course, this is a generalization, but I feel strongly about the idea that a rising tide lifts all boats. Eventually, this belief resulted in the launch of FEM, an online magazine that celebrates and inspires entrepreneurs to make a difference in the world (check out the free subscription).
There are hundreds of examples from my life and business about how I try to walk the walk on this particular belief.
Think about your core values and how they appear in your life and business. Can you share some of these stories? You don’t even have to explain the moral of the story. Just sharing your choices will let people with a similar moral compass resonate with you.
Here are some questions to help you get started:
- Which parts of your work would you want to continue, even if you were not making any money?
- Do you have projects or events you’re a little embarrassed about because your values and understanding of the world have since shifted?
- When have you participated in a project/fundraiser/job aligned with the same core values that drive your business?
Social Proof
We all like to think we are individual, critical thinkers, but we are much more influenced by the people around us than perhaps we like to admit. I am not saying we are all lemmings heading for a cliff, but we look at others to make choices.
Have you ever been in a building when the fire alarm went off? Did you immediately start walking to the exit, or did you look around to see if anyone else was heading out? Most likely, you did the latter. This is one of the many ways our brain helps us make sense of the world, and it is good news for business owners. It means that if we can show that other people are buying our service, that will also make new audiences interested.
When people look at a product on Amazon, they check for reviews. When people look at your services, they look for testimonials!
“Who else is buying this service,” they wonder, “and how did they get on?”
When they can relate to the people in the testimonials, find the results aspirational, and are impressed with the appreciation your clients express for you? That’s when it becomes easy for them to hit the ‘Buy Now’ button.
When getting good testimonials, ask clients who represent your client profile(s). Ensure you capture the journey and get specific stories about their experience. Generic testimonials are not only dull, but they are also ineffective. Having some questions ready to help your clients organize their thoughts will help them write (or record) and ensure you get some helpful information.
Here are some suggestions:
- Was there one moment that made you think: “YES! I am so glad I signed up for this!”?
- What was the most unexpected aspect of your experience?
- What would you tell a friend to convince them to work with me?
Three is the Magic Number
Our beautiful human brain can only process so much information at a time, especially given the ridiculous amount of information fired at us daily. You may have 500 tips about how people can improve their life or business, but they won’t be able to remember all that if you fire it all at their brains at once.
The magic number, in fact, is three. Three little piggies, three porridge-eating bears… If you’ve paid attention, you may have also found a couple of threes in this article.
Three main sections:
- Our brains are wired for stories
- Why are stories important in business?
- Practical tips
And also, three tips:
- A Value Discussion
- Social Proof
- Three Is the Magic Number
And, of course, the base structure of any story is the beginning, middle, and end. Or situation, complication, and solution. That number three works well for most brains. So, when you decide on a story to tell or write about, consider how you can separate it into three!
About Mags Thomson
As a lifelong storyteller with a decade of digital marketing experience, I help impact-driven online entrepreneurs uncover the stories that show them in the best possible light. You see, MY magic is the ability to reveal YOUR magic!
I provide an outside perspective, ask thought-provoking questions, and use my keen eye for new perspectives to uncover your uniqueness.
Do you need help telling your story or capturing engaging testimonials?
Check out my services here: https://www.houseofhives.com/work-with-me.
