A few weeks ago, I was having dinner with one of my very good and very smart friends. She is an information marketer, and teaches people how to package their expertise into a product and sell it.
I commented that there are so many “product launch” consultants and gurus out there, and though she agreed, what she said next was simple, and profound.
She said there is only one of you, and no one else can teach it like you do. No one else has the insight that you gained from your experience. In other words, no one else has your story.
When working with clients on their marketing campaigns, I coach them on how they can build their story into their marketing message. This is especially important for my attorney clients.
For example, how can you differentiate your advertising from the hundreds of others who are offering the same legal services? Since your advertising is essentially your “message,” then you can differentiate your message in the same way—by sharing your story.
In his book, “All Marketers Are Liars,” Seth Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
Here’s the great thing…
You don’t have to be a marketer, or a business owner, or entrepreneur to have advertising and a message worth sharing. Working professionals have a message. College students have a message. Stay at home moms have a message. Even school children have a message.
Your story is worth telling. YOU might think it’s dull and boring, but our stories are what draws us together as a people and as a society.
If you can make a decision to ignore the naysayers and fears of criticism and rejection, you can focus on that message, put it in writing, and share it with the world. With the myriad self-publishing and digital resources available to you, it’s much easier than ever to do so.
If you’re one of the few that will make that decision, then start with collecting your thoughts and ideas on a topic that is important to you. Wrap your story around it (it should naturally emerge if the topic is truly important to you), and start writing your book.
Tell me about it when you do it. I’ll review it and give you my feedback, no payment necessary.
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