There is a lot of buzz about using stories in marketing.
Find your story, share your story and Voila! …

…people will pay attention to you.

But is that true?

What I know to be true is that we all love a good story.
And it’s also true that people won’t care about you -or your story- until they know you care about them.

Don’t you agree with this?
Let me prove it to you:

Because you’ve experienced this first hand:

How many webinars have you attended in which the host was sharing her story, and your mind was wandering somewhere else? 

My point here is that sharing your story for the sake of sharing a story, won’t make you interesting necessarily.  

People won’t care about you -or your story- until they know you care about them. Share on X

The first question then is:

Which stories will help you get noticed by your ideal clients? 

The best stories to share in order to gain people’s attention (ethically)

Using stories to create heartfelt connections with others isn’t as hard as it seems.  But instead of talking about you, just share stories about them.

Joseph Campbell the famous mythologist, said that each one of us is embarked on a hero’s journey. 

It’s true.
We are all the main character in our life’s story. 

We all have dreams. We all face challenges and obstacles. We are all trying to pay our bills, care for our families, and live a healthy and happy life.

That is also true about your clients.

If I were your potential client, you were talking about my challenges, and what it is like to be in my personal situation, I’ll stop to take a look at what you are saying. 

I’ll be a bit intrigued.
-“Who knows -I would think- you might even have the solution to my problems!”

So the best type of story you want to share is your client’s story.

And by the way, I’m not saying “Don’t share your own story”. That’s not what I mean.

There is a time and place to share your own story, of course, but it’s not at the beginning of the conversation. Especially with someone who has just met you or come across one of your articles or videos.

Now the second question is:

How do you figure out your client’s story?

Talking to your clients as much as possible is the best way of understanding them. 

Ask questions. Listen to them. Read their comments and questions in groups.

But when that is not enough, or you’re still unsure of who your ideal client might be, you can use this other tool.

It’s based on Jungian psychology and the principle that all stories are archetypal. 
Like movies, all stories follow a basic structure, a plot that is known. And this is true even though each one of us goes through that our story in our unique way.

Stories are both unique and universal.

And the key to figuring out your client’s’ story is to identify their active archetype.

Many of my clients, for example, have the Alchemist Archetype very active. In practical terms, this means that they are called to foster some type of transformation in their clients’ lives.

That is part of the Alchemist archetypal story. But their story also goes about this:

My Alchemist clients are facing a very specific set of challenges.

That not everyone is capable of understanding the Alchemist’s work. They might be seen as too woo-woo, because what they do is so “magical”, and an effortless. 

I know that Alchemists have a hard time putting what they do into words. People have a hard time understanding what my Alchemist clients are offering. And because of that, they find it hard to get new clients. 

This is so frustrating that my Alchemist clients tend to second guess their path and purpose.

Each one of my clients will live this path in a very personal way, and yet there is a commonality to all their stories that it allows me to understand their struggles very well.

Do you also want to get a better understanding of your clients’ stories?
Learn about archetypes.

Here you have an article I wrote about them. Understand Your Ideal clients with the help of archetypes . And here you can find the twelve most common stories that people are living today.

Once you’ve read about them please tell me:
What archetypal story is your ideal client currently living?