G-BLLC06DBK9 520165642414387 60 | Storytelling Secrets to Attract Coaching Clients - Women in The Coaching Arena

Episode 60

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Published on:

2nd May 2024

60 | Storytelling Secrets to Attract Coaching Clients

This episode dives deep into the powerful role that storytelling can play in attracting coaching clients and building a successful coaching business. Joanna discusses the psychological reasons why stories resonate so deeply with us as humans, tapping into our emotions and creating a sense of connection and relatability. She explains the "hero's journey" narrative arc that is found in so many stories we love, and why this universal story structure tends to resonate across audiences.

[00:00 - 1:00] Intro about the Women in the Coaching Arena podcast

[1:00 - 2:00] Introduction and overview of the storytelling topic


[2:00 - 4:30] Understanding the psychology behind storytelling: mirror neurons, tapping into emotions, the hero's journey arc


[4:30 - 7:00] Types of stories for coaches: personal hero's journey, client success stories, inspirational stories, educational stories


[7:00 - 10:00] How to craft compelling stories with key story elements and vivid details


[10:00 - 12:30] Using metaphors and analogies effectively in storytelling


[12:30 - 15:00] Incorporating stories into your marketing: website, emails, social media, sales calls


[15:00 - 16:30] Summary of why storytelling is powerful for attracting clients and building know, like and trust


[16:30 - 17:00] Call to action to utilise storytelling


Joanna emphasises that stories create the critical emotional connection that allows prospects to know, like and trust you - which is essential for converting them into paying clients. The episode is packed with motivating examples and strategic advice for coaches looking to harness the power of storytelling in their businesses.


Useful Links

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Mentioned in this episode:

Signature Solution Launch Offer

If you want to get clear on your niche and signature coaching offer, the Signature Solution self-study course will take you through the process. Use the coupon code GIFT to get 50% off in this launch period only (expires 10pm on Friday 19 July). Click the link to sign up now https://go.joannalottcoaching.com/signaturesolution

Signature Solution Launch Offer

If you want to get clear on your niche and signature coaching offer, the Signature Solution self-study course will take you through the process. Use the coupon code GIFT to get 50% off in this launch period only (expires 10pm on Friday 19 July). Click the link to sign up now https://go.joannalottcoaching.com/signaturesolution

Transcript
Speaker:

Hello and welcome to Women in

the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor

and ICF accredited coach

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Microphone (Samson Q2U Microphone):

and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter

the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty.

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You can tend to armor up and

protect yourself from vulnerability.

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In this podcast, I'll be sharing

honest, not hype, practical and

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emotional tools to support you to make

the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Hello, welcome to the 60th episode

of women in the coaching arena.

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I am so glad you are here.

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I've been reflecting on what

would be a useful topic.

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And I realized I have never covered

storytelling in attracting clients and

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how you can utilize that in your business.

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So excited to dive deep into this today.

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I actually often say that I'm not

very good at storytelling, but I think

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I am good at it if I'm talking out

loud, like when this podcast it's so

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easy to remember examples and to drop

them in and to go off on a tangent

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remembering things, but I actually

find it quite hard to do in writing.

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So if that is you, don't worry,

it's still possible to utilize

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storytelling, to attract coaching

clients into your business.

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I first realized the power of this when

I reflect on my best performing LinkedIn

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posts and every single one of them.

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Is about women making money, which

is something I kind of go off

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on a tangent about occasionally.

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And it was interesting when you look at

your best performing posts over the years.

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The fact that I took the low paying job.

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Once I had children to

try and balance it all.

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And how now I'm so passionate about

helping women make money on their

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terms around their own commitments.

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part of my story has definitely

helped people to resonate with me

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And sign up for my coaching program.

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Stories have the ability to influence

people's thoughts, feelings, and decisions

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in a way that logical information can't.

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We are created to connect

with real stories.

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In terms of the psychology

behind storytelling.

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mirror neurons mean that when we hear

a story that same neurological regions

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are activated as if we are experiencing.

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ourselves.

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So when I perhaps share my story of

having to overcome that challenge and

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step into creating a business on my terms.

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It helps people remember that.

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Journey of quitting their job and starting

their business for the first time.

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Stories bypass The analytical,

rational part of the brain and

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directly tap into instincts emotions.

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And decision-making.

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And it's good to remember

that we buy on emotion.

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So if you can help your

ideal client feels something.

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They are far more likely to buy from you.

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When we can visualize

things, it also really help.

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So stories will help people to remember.

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Enough to be able to relay that

information and to really hook into

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what you shared in terms of a story.

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If you're creating posts, it's

really great to think about how

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you can relay that in real life.

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A real commonly told story

is the hero's journey.

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And this resonates so universally with us.

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The reason why it resonates is because we

have all dealt with struggle and growth.

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So the hero's journey talks

about that fundamental human

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experience of facing challenges.

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And undergoing transformation and

emerging victorious that we can

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all relate to on a personal level.

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I'm sure we've all been through

experiences in our life when

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it's just felt utterly terrible.

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And we feel like we're never going to

get to the other side, but somehow we do.

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So that's theme Taps into our core desire

for meaning and self-actualization.

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The emotional roller coaster is

another reason why the hero's journey

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resonates because despite us always

feeling like we are the only one

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who is up and down, everybody is.

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And the hero story takes your ideal

client on that emotional journey

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of the hero, which is the journey

from an ordinary place of going

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to work and coming back again.

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Then usually like the adventure and the

trials and sacrifices along the way.

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Usually at some point hitting

some sorts of rock bottom and

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triumphing over adversity.

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And hearing that reminds us that we are

not alone, and this is normal, despite us

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often feeling like we are the only ones

feeling that roller coaster of emotions.

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The hero's journey helps us on a

subconscious level, understand their

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motivations, their flaws, their

thinking patterns, their transformation.

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It helps us also to remember that

we can achieve the impossible.

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If we persevere and are courageous

and it reminds us that we can

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reach our biggest goals and dreams.

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The hero's journey is essentially

a metaphor for the cycle of life.

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Being birthed into the world, encountering

problems, seeking advice and allies.

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Going through.

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Good times, bad times.

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I'm finally achieving mastery.

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So this aligns with the

patterns of our own growth.

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And how we understand the

world from such an early age.

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That hero's journey, which is a great

one for your about page on your website

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is important because it reveals truths

about us as humans, the growth process

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and desire to live a life of meaning.

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And it's all woven into that Emotionally

gripping narrative that you find in

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movies, in soap operas, and that's

why these things are successful.

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And when you share your story, you

build rapport with your ideal client

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and remembering it takes know,

like, and trust to buy from you.

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So usually a story helps them know

you like you and trust you in order to

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eventually be able to become your client.

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So let's think about the types of

stories that you can tell as a coach.

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So we've talked about that first one,

the hero's journey that's ideal for

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your website, for your social media.

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If you have undergone the journey

of your ideal client and we find

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is most of us do the work because

we have been on that journey.

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So if that is you, then the

hero's journey is perfect for your

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website and for your social media.

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Another great type of story you can

tell is your client success story.

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I talk about this a lot, how

we can paint the picture of the

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transformation our ideal client went on.

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Really giving that detail instead of just

saying it was great and they listened

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well, we really want to hear what went on

in their life and what tangible difference

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your coaching made in their life.

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And as much as you can make

it emotionally compelling.

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Then people will be able to see themselves

in your other clients success stories.

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An inspirational story is another

one telling the story of a client

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or even a public figure who overcame

extraordinary odds or obstacles through

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the power of coaching and perseverance.

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I love doing this when I record this

podcast and I often just pull in stories

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without even meaning to, to help, to

inspire and motivate you to take action.

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To remind you that this

is possible for you.

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For example, I had an onboarding call with

someone today and she talked about the

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fact that it's a tough market right now.

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It seems to be really busy

and that type of thing.

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And I shared with her that I

never ever think about the market.

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Like does that mean?

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No one's buying?

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No very rarely does it

mean no one's buying.

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So if they're buying from someone,

how about you are going to be the best

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out there so they're buying from you,

even if it is tough economical times.

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People are still buying.

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There are still people out there.

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You only need a few.

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It's not like you need millions

of people to fill your practice.

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So what I love to do is inspire

people to look for success stories.

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Look for the people that are succeeding in

your industry, know that it is possible.

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And if it's possible for them,

it is possible for you too.

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A final story I'll touch on

is the educational story.

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So you can use a narrative to

illustrate maybe a key methodology

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you use, a type of paradigm shift

that you facilitate with your clients.

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How you can simplify those complex

ideas through story of what.

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Happened when you asked

that particular question.

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And it really then might resonate

with your ideal client and them

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think, yeah, that was a good one.

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So they align with what they need

to believe to buy your program.

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So, for example, if

you are a career coach.

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They need to know that they

can have a job that they enjoy.

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They need to believe that it is

possible for people like them to

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have a career that they enjoy.

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So everything you're doing in your

marketing is to change those beliefs to

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help them to see that this is possible.

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And therefore, if they buy

your service, they are highly

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likely to achieve that success.

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So Let's talk about how to

craft these compelling stories.

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The key story elements are a relatable

character, often you or your other

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clients that you might be showcasing.

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Usually there is some sort of conflict

and challenge that they have been through.

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Next up is the journey or

transformation, the types of

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things that you did that helped.

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And finally, we want to end with a

resolution, like, How did that help

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you to gain your success right now?

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So it's interesting, isn't it,

without even realizing what

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I'm doing a lot of the time.

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That is what share in my story, that

the relatable character is someone whose

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parents said they needed to get good jobs.

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So they went and got a good job.

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The conflict or challenge is that

you have children, you realize you

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can't do the hours you used to do.

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You can't travel the way you used to do.

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And then the journey transformation

of having no confidence and absolute

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rock bottom that I could run a

business or find work that Works

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around me and my family and my values.

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And finally with the resolution of my

goodness, this is actually happened.

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And this is possible with the power of a

lot of coaching over the last few years.

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To help you to really set the scene.

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I would suggest painting vivid details.

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I went on a storytelling course once,

and I was absolutely rubbish at this at

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the time And it's the details such as

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I remember someone really taking

ages to paint this story of the

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different shades in the trees.

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And I remember thinking.

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God, they need to hurry up.

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But I actually now looking back,

that's the thing I remember.

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I can literally picture the tree

that she painted in this storytelling

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course that I was on in my workplace.

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So it's funny how we can hook into

these visual elements and that

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helps us to remember the person,

the story, the point of the story.

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You're wanting to build

tension and emotion.

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Highlight those perspective shifts that

you had and showcase a inspirational

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hopeful resolution, because that

is ultimately what we all want.

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Metaphors and analogies

also work really well.

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Many people talk about my front

door, back door methodology when

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I talk about selling coaching.

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the amount of coaches that say, yeah,

I know it's back door rather than front

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or so that analogy has really, really

helped me to help more coaches understand

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that we can get so stuck in the back

door of the confidence, the mindset,

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all the things that people really need

to have the success that they want.

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But we need to keep remembering the

front door, which is the thing that

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they ultimately just want right now.

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And that is the hardest thing to

do as coaches when we spend so

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much of our lives in the back door.

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That is the coaching session.

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When they're in your program.

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But the front door is before they

understand that any of that is at

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all important in their journey.

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So you can do that too

in your storytelling.

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Let's turn to incorporating

stories into your marketing.

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I say first up your easy win is

your about page on your website,

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showcase your hero's journey.

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People want to know who you are.

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They don't want to know

just your qualifications.

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They want to know you as a person.

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Another way you can showcase storytelling

on your website is through those

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clients' stories, Your case studies,

your testimonials, your results.

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Email marketing is another place

where you can bring in stories.

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My wonderful friend, Faye Wallace always

incorporate stories into email marketing

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And it helps you to want to read the end.

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Cause everyone wants to

know the end of a story.

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Social media is another place where

you can share your day in the life.

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You're behind the scenes, glimpses these

work really well in launches as well.

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One of my clients, Jess at the moment is

mid a launch and she is doing an amazing

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job with painting that behind the scenes

of her portal And what she's preparing for

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the clients who have joined her program.

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Sales conversations is another way you

can bring in storytelling by sharing those

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stories, that address your ideal client's

objections of like, does this work for me?

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I know another client of mine, Levanah.

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Hello.

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If you're listening.

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Said to me, has anyone you work

with come from my industry?

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I worry that because

you used to work in HR.

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That everyone in your program is from HR.

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And I was able to say, no, I've

got two other people from your

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industry in my program right now.

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So that really helped her join

the program, knowing that I

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could help people like her.

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So in conclusion stories, create emotional

resonance that build that know like, and

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trust that people need to buy from you.

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Have a think about how you can consciously

collect those stories from your ideal

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clients and your own life experience.

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And if we're thinking about the topics

that we covered today, firstly, we

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talked about the psychological behind

the scenes reasons for storytelling.

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We unpacked the hero's journey

and why that is such a successful

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story in your marketing.

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We talked about the types of stories for

you to tell, including client success

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stories, personal journey, inspirational

story, and educational story.

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We talked about how to create

compelling stories, those key

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elements in a story, and how to

set that scene with vivid details.

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We covered how you can incorporate

stories into your marketing on your

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website, email marketing, social

media, and in sales conversations.

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Tell a story this week, please do

tag me in or share the link to your

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post with me afterwards, I would

absolutely love to see your stories

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and support you on social media.

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I'm on LinkedIn as Joanna Lott.

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That's Joanna with an a lot with two T's.

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And Instagram as joannalottcoaching

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so please do go out there, share

your hero's story and tag me in

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or share it with me afterwards.

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I would love to see that this

podcast episode has helped you.

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And if you want the accountability

to do this, these are the sorts

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of things we cover in our weekly

calls in the business of coaching.

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You have breakout rooms in order to

come up with your story, for example.

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And then, at the end of the session,

I would be asking you to share

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in our slack channel, what you're

intending to do differently as

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a result of this week session.

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So if you're ever wondering what

it feels like to be part of the

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business of coaching and why

it's such a successful container.

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It's not about the content and the

fact you've already nailed your

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niche, where you've done your offer.

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You already know about marketing.

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It's the fact that every single week you

become an absolute expert in your field.

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You get inspired to take different action

than you would normally take, because

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that is what it takes right now to have

that commitment, to be the best, to

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learn every single week and get better

and better at your craft of marketing

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and selling your amazing coaching.

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So, if you are interested in help to

make this happen, You will find the

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details of my program in the show notes.

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I would love to work with you to

help you to personalise everything

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we do into your business.

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And like I say, at the end of

every episode, trust yourself.

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Believe in yourself and be the wise

Gardner who keeps on watering the seeds.

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Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

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episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.

Show artwork for Women in The Coaching Arena

About the Podcast

Women in The Coaching Arena
Helping compassionate coaches to grow their coaching businesses with practical and emotional tools so that more brilliant coaches build brilliant coaching businesses
Are you a coach who's passionate about making a difference and building a thriving coaching business? Join Joanna Lott, a business mentor and ICF certified coach, as she shares practical and emotional tools to help you succeed in the coaching arena.

In each weekly Thursday episode of The Women in the Coaching Arena Podcast, Joanna provides valuable insights and actionable advice on various topics, such as business strategy, marketing, mindset, energy and entrepreneurship. Whether you're just starting or have years of experience, this podcast is for you.

You have a gift that needs to be shared and Joanna is here to help you do it.

About your host

Profile picture for Joanna Lott

Joanna Lott

Joanna Lott helps coaches stand out and get clients - with honesty not hype.

She has 20 years’ experience of working within HR and Governance in trade unions and financial services.

After qualifying as an ICF Executive Coach she set about learning everything she could about business, sales and marketing and quickly built a profitable career and executive coaching business around her young family.

Other coaches started asking her how she did it, so she’s supported 35 coaches in the last year alone to help them to build their business and get clients so they can make a living doing work they love.