Attract new clients with the power of storytelling
By Outsized
Attract new clients with the power of storytelling
The services you offer as an independent professional may not be unique, but there is something that is: you. Storytelling is one of the best ways for acquiring new clients, as it effectively communicates who you are, what you do, and why you do what you do. The reasons why you specialised in your field, the motivations behind your work, and the passion you bring to your projects all contribute to ways that you can stand out from the crowd. After all, clients have a slew of options when they’re seeking a hire, and they’re looking for more than just someone who can execute well and deliver on time.
The unfortunate reality is that many independent professionals are only focused on communicating the usual data on themselves and their work. These facts and figures don’t carry any resonance or foster connection with prospective clients. On the contrary, people gravitate toward stories that inspire and enlighten, so reshape your lead-generating communications to illustrate the greater context of who you are and what you do. In short, use the power of storytelling. You’ll find that it will help you humanise your brand, develop trust, and ultimately, bring in the right, high-quality leads.
Your journey is your brand: Storytelling as an independent professional
If you’re wondering how to begin using storytelling to attract new clients, it’s quite simple: like any great story, start from the beginning. How did you first get involved with the work you’re doing now? Prospective clients want to know what influenced you to carve out your own path as an independent professional, and why you were inspired to make an impact in your industry. Get clear on your “origin story.” Delve deep into the why behind your passion, and map out the decisions you made that brought you to where you are today. Sharing this journey with your prospective clients is a much more effective way to connect with them than by offering an info-dump of your qualifications. People aren’t drawn to your expertise as much as they are drawn to the motivation behind your expertise.
As you put together this narrative, you’ll find that there are moments of failure and vulnerability along your path that you might feel hesitant to share. But remember that every successful journey has lowlights and challenges, and communicating them is an opportunity to highlight your boldness and determination — the qualities that helped you overcome them.
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Using client stories to build trust
One common way that independent professionals best communicate their value (and values) is through case studies. Take some time to get familiar with the art of the case study, ensuring that the story you put together frames your past clients – not you! – as the hero.
A strong case study is written as a narrative, with a beginning, middle, and end. You can consider the following format to help design your case study with story elements:
1. Briefly introduce your client, and give a sense of their current role in the industry. Are they a global enterprise, or a start-up focused on serving their own region? If you can introduce 1-2 key employees you worked with on the project and quote them throughout the case study, that would add a deeper human element to your story.
2. Describe the client’s goal, and the obstacle that they faced. Did they attempt various solutions before seeking you out? Why didn’t those work? What, ultimately, led them to partner with you?
3. Now time to dig into the details. What were the steps you took together to reach the client’s goal? See if you can get quotes from the client to highlight how your specific skill set helped move them forward.
4. To wrap up, summarise the results from the project, and end on a positive, future-facing note. What’s next for this client, now that you’ve hit this major milestone together?
The prospective client reading the case study should see themselves and their own challenges reflected in the story. If they’re able to note the parallels between your past clients and their own needs, and are seeking a similar type of transformation, it suddenly becomes a much easier decision for them to reach out and start working with you.
Embedding storytelling into your lead-generating platforms
Take a look at your various lead-generation materials and see where you can upgrade the info-dumps into a story. An easy place to start is your website’s “About Me” section. Rewrite the details of who you are as a personal narrative and describe your inspiration to go independent. Mention any moments of doubt, and the journey that led you to finding your niche. This type of story will create emotional resonance, which in turn builds trust.
Next, tackle your social media. If you’re only sharing industry insights, trends, or highlighting completed projects, it’s time to get a bit more personal. Find opportunities to share key milestones in your career journey, such as when you landed an exciting new client, or busted through a big challenge. Give clients a glimpse into the real you. Talk about what you love, why you do the work you do, and what gets you excited to get up and tackle the day.
Don’t forget to add some personalisation to your email campaigns as well. Keep the content your clients are used to reading, but also integrate short anecdotes about recent work, an insight you uncovered, a challenge you overcame, or a lesson learned.
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Creating a “Signature Story” to share in pitches and networking
You won’t always have the generous platform, or all the space in the world, to tell your story. Sometimes you’ll only have a few seconds to make a lasting impression. Draft a short, engaging elevator pitch that you can use to connect with potential clients on calls, or as a way to introduce yourself and your work at networking events. Your elevator pitch should clearly state who you are, what you do, and, most importantly, be memorable. It should be an elevator pitch that nobody else could possibly use, because it includes elements that are unique to you. Be sure to end on a future-facing note, generating excitement in your listener about being a part of your story as a client someday.
The art of turning everyday experiences into storytelling gold
What if you don’t have any engaging stories? The good news is you don’t need to say anything groundbreaking to captivate listeners, readers, or potential clients with your storytelling. You just need to have something to say that is authentic, human, and personal – which all of us do. Even the most ordinary events, when told in the right way, can build trust and inspire engagement. For example, sharing how nervous you were for an upcoming pitch, or talking about the difficulty of managing multiple clients can give a nice behind-the-scenes look at how you manage your work.
Tap into real-life wins and failures. If you’re hesitant to share the bad along with the good, remember that it’s never about what happens to you, but how you react to it. Sharing how you overcame any setbacks will position you as relatable, honest, and experienced.
Key elements to make your stories stick
Once you’ve decided to share a story, review it for the key elements that make a story stick. Does your story include a conflict, resolution, and human element? Expand on these building blocks, and keep the rest brief. Make sure that every word you write is moving your story forward, or revealing insight or emotion. The job of storytelling is to help the new clients better connect with you and trust you as a potential hire; any sentences that aren’t serving this purpose can be eliminated.
Remember that your call to action is also part of your story! Consider framing your CTA as an invitation rather than a blunt “Call me” or “Hire me” that takes the reader out of the narrative. Keep the story going. For example, if your email shares a story about a digital transformation you worked on with a client, your CTA could be, “What’s your next step in digital transformation? Let’s see how we can uplevel your tech, together.”
Conclusion: Turning stories into leads
Storytelling is your secret weapon for charming new clients. When done right, you make it easy for dream clients to spot you as the right fit for them. Spend some time in the next few days getting clear on what your story is, the types of clients it will help draw in, and exactly where you can update your content to reflect your narrative. Your next lead is waiting to hear your story – are you ready to share?