You have an interesting backstory
even if you don’t think you have!
Building a consistent brand story helps potential clients get to know, like and trust you. A key part of that is your backstory – how you arrived at what you’re doing now. But what if you don’t have an interesting backstory to share?
I speak to so many people who think their story’s not worth telling. They don’t realise that your story doesn’t have to be out of the ordinary to inspire people or to make a connection.
Sure, we don’t all have backstories that will be made into blockbuster movies. We haven’t all overcome extreme adversity or survived a dramatic brush with death. But that’s not what it’s about. It’s all about telling a story that your audience can relate to.
We all have an interesting story to share that is relevant to our business Click To TweetWe all have an interesting story to share that is relevant to our business and, more importantly, relevant to our clients.
Why your clients are interested in your backstory
In a consultancy-based business, when clients are buying your services, they’re essentially buying you. They want to know that you’ve got the expertise to help them and that they’ll get on with you. That’s why your backstory is so important.
Your clients want to know what’s led you to where you are today. This can include:
- Your passions and your childhood dreams
- What made you take the big decisions that have influenced the direction of your life
- What unexpected events have cropped up
- What hasn’t gone so well
- What challenges you’ve faced along the way and how you’ve overcome them
- The life and career experience you have that enables you to help them.
Your backstory is unique to you, so you will need to decide what is most relevant to share.
If you’ve overcome something that your clients are grappling with, you’re giving them hope that they can do it too. And that you’re the right person to help them – when they’re ready.
My story is not that exciting but my clients can relate to it. They can see I have the communications expertise they need. Plus, I’ve set up a business, so I’ve experienced the challenges they are facing. So they know I’m not only qualified to help them, I’ll also understand them. It’s highly likely that we’ll get along and enjoy working together.
What your backstory isn’t
Your backstory is not every minute detail of your life history. Nor is it every job you’ve had. It’s not every detail of your personal life. You can of course choose to share some very personal elements if they’re relevant and you are comfortable with that.
Think of your backstory as your edited highlights. What are the ‘need to know’ elements your potential clients will be interested in when they meet you for the first time?
If you’re not sure whether to include something, ask yourself:
- Is it relevant?
- Will it help my ideal clients get to know, like and trust me?
- Am I happy with the whole world knowing this about me?
- Is it consistent with my brand?
If your audience will want more detail on your education and professional experience, consider producing a separate biography so you can keep your story short and succinct.
What are your edited highlights?
How have you got to where you are now? What were your childhood dreams? What inspired you to set up your business? Don’t be shy, share them in the comments box below. Then you are well on the way to writing your backstory.
Image credit: Ian Schneider via Unsplash