How To Use Brand Storytelling To Attract Your Ideal Clients When You’re Multi-Passionate
Molly Gould is the founder of Effable, a copywriting and PR agency that helps purpose-driven businesses that stand for something and aren’t afraid to stand out write, tell, and share their stories to create a bigger impact in the world.
As a multi-passionate entrepreneur herself, Gould has learned how to use the written word and the power of storytelling to create a powerful message that allows you to connect with clients and share who you are and what you do — without confusing them. Here are her secrets:
1. Focus On Your Strengths
Multi-passionate entrepreneurs have accumulated so many skills during their lifetime, they have no shortage of business ideas. If anything, they often make the mistake of monetising every skill they have — even when they’re not passionate about it.
Gould warns entrepreneurs from falling into the trap of thinking they need to monetise every skill and passion in order to make money. “I’ve seen so many people try to do too many things and, and you not either not enjoying it or not delivering the kind of service they should be doing, just because it’s like, oh my God, it’s money. It’s a client. And again, I’ve been that person and it doesn’t serve anybody.”
Gould’s advice is to focus on the three or four things that you do really, really well. You can still help your clients with the other things you know how to do, if you so choose. “But, it’s very, very, very difficult to be extremely talented and extremely well versed and capable and able to deliver stellar service at seven or eight different things,” she says.
2. Focus On Your Values
Once you’ve identified the services you’d like to offer people, the next step is crafting a compelling marketing message that clearly communicates who you are and what you do.
Gould recommends finding the common thread between your passions and services. That common thread is your values. “Why do you do what you do?,” asks Gould. “People want to know about the mission, the why, who you are as a business person, what kind of business you’re running. The services are kind of a byproduct of that. If they need the service, the differentiating factor between you and the competitor is gonna be how they connect, that emotional connection.”
To find your values, start asking yourself why you are in business. Gould recommends journalling on this question: “And starting with your reason, your business exists and going from there, it’s like, okay, well, I didn’t like this in my old job. Write it down. Oh, okay. Well, I really liked working on this project with this client and I wanted more of that. Write it down. And from there you should be able to decipher some common things that you can pick out.”
Gould warns this isn’t something you can finish in an afternoon. It’s a process and it can take time to dump everything on paper, find those common threads, and draw out your values. “So you might leave it for a week and come back to it and draw out the thing. So literally you might be in the shower and you’ll be like, oh my God, that is one of my values.”
The most important thing, though, is to be genuine: “I see so many businesses that have like seven core values on their website,” Gould says. “And it’s like that is not a value. They’re just words because I think three, four maximum, because values should be woven into absolutely everything you do. Every little thing, every business decision, every client that you take on board. Everything like they should be on non-negotiables that they then boxes have to be ticked in every business activity.
“And if they’re not, if you’re willing to compromise on them, they’re really not values. And I think that’s why people sometimes get a bit stuck that it’s like, oh, well, you know, it’ll look good if they say this and it shouldn’t be performative. It should be genuine. Like what you believe in 110%.”
3. Focus On The Way You Speak
Once you’ve found your values and your business mission, it’s time to craft a compelling marketing message. Again, authenticity is key here. A common mistake entrepreneurs make is using big words and jargon to look professional. In reality, those big words just turn people off.
“How do you speak?,” Gould asks. “Literally speak like that because what you don’t want to happen is for there to be a disconnect.” What you don’t want to happen, she says, is for example, showcase a warm and informational image on your social media channels and, as soon as people hop on a call with you, you greet them wearing a suit and tie. Whatever your style and personality is, be authentic and congruent in every interaction.
You’ll also want to sprinkle into your message the words and expressions the customers you’re trying to attract are using. “Just notes on like TV shows that you think your customers would watch, or like, how do they spend the Saturday night? Just all of those little things, just help you get a clearer picture of how you should be communicating.“ It’s details like this that help you create connection and trust with your audience.
Listen to the entire interview with Molly Gould over at The Treasures Within Podcast.