Client Kudos: How One Interior Designer Uses Video Storytelling to Launch an Online Program (& You Can Too)

My client Peg Kusner created an incredible story video when she launched a new innovative interior design program last fall.  Play the video to see what I mean, then keep reading because I’m going to give you some tips on how you can do this too without going over the top with production (or your wallet)!

I often recommend to my clients that video is like adding the match to the fuel of your story. I love that Peg went out on a limb and pulled together this mini documentary style video for her new program Beyond Your Kitchen Table. I’ve known Peg for several years now and this video captures her philosophy, brilliance and essence beautifully.

If you’d love to have a powerful piece of marketing like this, here are some tips.

  • Share who you are, why you do what you do and what you believe — Video can be far more compelling than the prettiest, most perfect website (even though Peg’s is gorgeous, it’s this video you really can’t look away from!)
  • No need to go over the top with production — Peg’s video is professionally done however it doesn’t take much equipment or lots of clever techniques to create instant connection, rapport & trust. You could accomplish something similar with a high quality phone camera (like LG) & a quality microphone. Hair, wardrobe, makeup — CHECK. Take some action shots, talk to the camera and BOOM. Superstar.
  • Challenge preconceptions about your industry — One of my favorite things about this video is that it challenges philosophies & tired practices in interior design. It also challenges my own beliefs about design (I can’t do it myself, it should look like a glossy magazine, I need all new stuff to pull something together that feels right). How did your beliefs about design change after watching?
  • Show what makes you unique — I’ve talked to Peg on the phone for years. I’ve discovered what has made her unique & special from our many in-depth conversations. I’m so glad she made this video so people can see and feel her uniqueness instantly.
  • Just having an amazing product or service isn’t enough — You have to let people know how you can change their lives. Why not do it in a way that instantly establishes your value & allows people to connect with you on a deeper level?

So if you’ve got a story you can’t NOT tell . . . I challenge you to get it on video.

If you need help pulling together a video-worthy story for an upcoming launch or to add some WOW to your about page or to create dazzling speaker’s reel, book a complimentary consultation so we can discuss what’s possible for you!

5 Overlooked Ways Great Entrepreneurs Get More Clients With Story

When your audience is bombarded with nearly 5,000 marketing messages, 250 ads and hundreds of email every day, it can feel nearly impossible to get them to pay attention to you, never mind open their wallets and buy from you.

The secret to silencing all the noise and turning yourself into client catnip?

Tell a great story. Tell your great story.

I know people are telling you that you need to tell your story to attract clients.

 

Maybe they’re giving you some advice. Things like:

Be authentic.

Have a turning point.

Talk about how great everything is now and how it sucked before.

 

But they’re not telling you HOW

Or where to get started

Or what to say

Let’s change that today and dive into the 5 overlooked ways to get more clients with your story.

1. Be Brave: Telling your story is truly an act of courage. You’re putting yourself and your message out into the world for everyone to see. It’s a liberating and (at first) terrifying experience when you’re sharing personal details that shine a spotlight on who you are and how you’ve come to this place in your business and life. How do you bust through the fear? Write down all the times in your life that you were brave. Write down what happened. Now go look in the mirror and ask yourself, “Will telling my story kill me?” No, it won’t. Just like all those other brave things you did, what happens on the other side of the telling will surprise and delight you.

2. Be detailed: Include the details in your story. Don’t just string together a makeshift timeline of events. Pick a moment and go deep. Tell us the date, the place, the names of people, the things you saw, heard, smelled, felt. One of my clients starts her story by putting her audience in the kitchen with her as she feeding her twin babies, listening to NPR when she hears on the radio that 1 in 8 kids get cancer. Another client walks out of Trader Joe’s parking and sees a million dragonflies swarming her car just as she’s contemplating making a major life change. Do you see that? Are you in that scene? You can  create the same experience in your story when you paint the picture with words.

3. Tell Your Truth: Comedian Norm MacDonald (aka Col. Sanders) says

Comedy is best when it’s truthful, but it doesn’t have to be factual.

The same can be said about your story.

Your audience cares more about the truth, than the facts. A fact from my story is that I almost died in 1998. The truth surrounding that fact is that I almost died at my own hands because I felt hopeless, worthless, invisible . . .

Most people if not all people have felt at least one of those emotions at some point in their life and, as uncomfortable as it is for me to share that truth, I know that’s the very place where my story begins to stir the emotions of my audience and mirror back something deep within them.

4. Share Your Failure & Redemption: You must have failure in order to have redemption. Be vulnerable. Get messy. Your audience is hungry to hear it all. In her latest book, Rising Strong, social work researcher, TED speaker, and author Brené Brown points out just how little time we devote to the messy parts of our stories:

Embracing failure without acknowledging the real hurt and fear that it can cause, or the complex journey that underlies rising strong, is gold-plating grit. To strip failure of its real emotional consequences is to scrub the concepts of grit and resilience of the very qualities that make them both so important–toughness, doggedness, and perseverance.

Nicola Taylor, a talented fine art photographer, says in her post about the stories of creative entrepreneurs . . .

I want to hear the stories filled with failures and missteps. I want to hear from the person who says I can’t tell you how many times I nearly gave up. I want to hear how they found courage and determination when they kept getting shut down. I want to know how they trained themselves to sleep like a baby while they were screwing up left, right and center.

You want your audience to love you? You want them to remember you? You want to matter to them? Bare your grit.

5. Rally the Audience: You’re story is about you, but it’s for your audience. When clients tell me their story isn’t working, this is the place we look at first. The job of your story is to get the audience to change their story. When you tell your story well, it will get your audience from “It won’t work for me” into “If she can do it, so can I”. That’s why I tell my clients to start with their message first. Before you even write a single word about your story, get clear on what you want people to know, feel and do after hearing your story. Because that’s where you convert stone cold listeners into followers, fans and clients.

What do you struggle with most when it comes to telling your story? Tell us in the comments!

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