Anchors Aweigh!

Once upon a time…

When I was growing up…

On a dark and stormy night…

There are as many ways to start an engaging story as there are to end it. Using stories to bring awareness, teach a lesson, or build value is an ancient tradition we can put to work today.

People love stories that are engaging and interesting. A well-crafted, well-delivered story draws people in, and you don’t have to talk about your value because the story does it for you.

Business storytelling doesn’t have to sound like case studies. You can use personal stories with a bridge to a business situation, like I did with The Broken Cookie Effect® story. 

An “anchor story” uses a readily accessible subject (like cookies) to make a point that bridges to a relevant business issue (underpricing and over-delivering). That story is not about cookies. It’s about a self-defeating pattern I’ve experienced and recognized in other women business owners.

An anchor story is meant to get folks’ attention. That is why it is important to have a subject everyone understands. While your mental image of a cookie looks different than mine, we all know what a cookie is.

It is harder than ever to get and hold your audience’s attention. Lots of shiny objects distract us all, so an anchor story that makes your listener smile or jogs a memory works wonders.

-- Excerpt from Patty’s book, Your Hidden Advantage: Unlock the Power to Attract Right-fit Clients and Boost Your Revenue

Today’s Question:

Where can you start to create anchor stories for your business?

But Here’s the Twist . . .

The best stories are true, honest, and accessible. These stories engage your audience and are relevant to the audience’s experiences. Your listeners will get your point quickly and easily.

Start with:

• What do you want to be known for in the marketplace (in addition to your services)?
• How do you want your potential clients to perceive your company?
• What patterns have you recognized in your industry?
• What past experiences can you bring to what you do today – is there a lesson there?
• What concepts and stories resonate with your chosen audience? (This is the all-important testing phase.)

I experimented with The Broken Cookie Effect® story for almost a year, noticing the pattern, developing the concept, drafting the story, and testing, testing, testing.

I gratefully accepted feedback from my audience and recrafted the story, so it was more concise and easily delivered. I love the myriad cookie puns and ideas I can play with.

When I give a presentation and see every woman nodding her head, it is so validating! The Broken Cookie Effect® story is relevant and memorable.

And… it helps me fulfill my mission of advocating for women business owners and helping them actively build the future of their dreams. Helping women see the potential and understand all their options is a privilege I don’t take lightly.

Now What?

Communicating your value is the best way to position yourself. The best way to communicate that value is through stories.

Even as a boutique company, you can build value, promote your business, and position it for your exit. Many women think you can’t sell an expertise-based business, but you can.

Every company I’ve worked with has less than 15 team members, and the owner has built a powerful engine to generate revenue, while building real business value.

At some point, you will exit your business, whether it’s voluntary or not. Are you leaving your life’s work, your impact, and your ability to build wealth in the hands of fate?

Intentionally building value and positioning your company for your exit is a solid business strategy. While you are planning your transition, you will make more money, lift the burden of the business from your shoulders, and find balance between work and leisure.

An Elegant Exit™ requires a new way of thinking, new skills, a simple and elegant design, and an advocate on your side. Contact me to learn more.

Discover your Exit Readiness Index™ with this assessment: http://she-exits.com/