Chapter 1: Identifying Your Ideal Clients

Are you bringing in clients who don't fit your vision? It's essential to find a new hero for your narrative. Entrepreneurs often lack the bandwidth to support clients who are unlikely to thrive, regardless of the efforts made. To build a compelling story, select a hero that mirrors your ideal client and clarify what that entails.

In Episode 47 of the Strategic Storytelling podcast, I discussed the importance of heroes choosing suitable guides for their journeys.

To summarize, in traditional hero's journey tales, a guide appears almost magically. Think about Luke Skywalker meeting Yoda or Cinderella being aided by her fairy godmother. However, modern clients are faced with numerous options when seeking guidance. For instance, a contemporary Cinderella won't have to settle for a godmother with strict limitations; another competitor might let her enjoy the ball until 3 AM.

The hero's journey must adapt: now, the hero actively selects their guide. Additionally, it's crucial to ensure that the chosen guide genuinely possesses the ability to assist the hero.

A few years back, a client asked me to create copy for a promising program. However, upon deeper examination, it became clear that the client didn't have the necessary experience or credibility to execute the program effectively within that market. We pivoted and targeted a different audience instead.

My client resonated with a success story I was sharing at the time. However, she failed to realize—something I neglected to clarify—that she couldn't be the hero in that narrative. She required a new storyline, and I could assist her in discovering it.

Yet, in some cases, assistance isn't possible. This is why adding qualifiers to your persuasive narratives can be beneficial. You want potential clients to envision themselves as the hero—but only if they truly fit the role.

The ideal scenario involves selecting heroes who are likely to gain the most from your services. This process can be time-consuming, particularly when starting out, as many of us struggle to define our best clients.

One business coach effectively outlines her criteria, demonstrating her deep understanding of her market:

"I exclusively work with clients who must generate income from their business. If you don't absolutely need the revenue, you likely won't be motivated enough to follow my advice."

The Strategic Storytelling podcast episode #56 guides you in crafting a narrative that resonates with your ideal clients. Unlike classic guides who jump straight to solutions without inquiry—like Cinderella's godmother, who magically whisked her away without questioning her readiness—real life necessitates a more thorough approach.

Linda, for example, empowers business owners to emerge as thought leaders in their fields. She shares a success story about Marvin, who achieved remarkable success through article writing and high-level networking.

Her initial narrative may unfold as follows:

• Hero: Marvin, a business owner aspiring for greater recognition.
• Guide: Linda, a coach adept at navigating the path to prominence.
• Plan: Networking and publishing in influential platforms.
• Outcome: Marvin becomes acknowledged as a thought leader.

However, Linda cannot assist those unwilling or unable to write. While she can support clients in networking, they must be equipped to handle themselves in high-stakes social environments.

In her narrative, Linda clarifies that Marvin arrived with strong interpersonal skills and a background in journalism. This showcases her capabilities as a coach while also specifying the type of clients she is able to assist, thereby saving time and attracting those with similar backgrounds and drive.

Harry, an executive coach, recounts a story about Janet, a client he mentored to secure a promotion in a competitive landscape. He includes an important step: assessing the corporate environment.

"In strategizing Janet's game plan," he might explain, "we analyzed the culture of the organization, searched for hidden agendas, and identified unwritten rules. We ensured that aiming for a promotion was feasible rather than considering a move to a different company."

Integrating this additional step—where the guide provides a reality check—makes your story more impactful and clearly defines the traits of your ideal clients.

Explore how to gather more insights about your clients to tailor your narrative around the hero you wish to guide. For further learning, check out my course on uncovering your client’s backstory.

I’m Dr. Cathy Goodwin, a copywriter, storyteller, and strategist. I assist small business owners, entrepreneurs, independent professionals, and solopreneurs in enhancing productivity through storytelling as a marketing strategy.

Discover more at the Strategic Storytelling podcast. If you want to refine your marketing and messaging, the Strategic Intensive can help you select the story that best attracts your ideal clients.

Chapter 2: The Importance of Storytelling in Marketing

This video discusses the pitfalls of attracting clients who don't align with your business vision and how to avoid them.

In this video, learn essential storytelling techniques that can enhance your video marketing efforts and engage your audience more effectively.