Latest / Women in The Coaching Arena / 121 | How to replace ALL your marketing with a single story - with Kris Jones

Transcript

121 | How to replace ALL your marketing with a single story - with Kris Jones · Women in The Coaching Arena

• 0:00
  If
• 0:00
  you
• 0:00
  could
• 0:01
  replace
• 0:01
  every
• 0:02
  piece
• 0:02
  of
• 0:02
  your
• 0:02
  marketing
• 0:03
  with
• 0:03
  just
• 0:04
  one
• 0:04
  story,
• 0:05
  would
• 0:05
  you?
• 0:06
  This
• 0:06
  episode
• 0:07
  is
• 0:07
  going
• 0:08
  to
• 0:08
  show
• 0:08
  you
• 0:08
  how
• 0:08
  that's
• 0:09
  not
• 0:09
  only
• 0:09
  possible
• 0:10
  but
• 0:10
  powerful.
• 0:11
  Today
• 0:11
  I'm
• 0:12
  excited
• 0:12
  to
• 0:12
  be
• 0:12
  joined
• 0:13
  by
• 0:13
  Kris
• 0:13
  Jones,
• 0:14
  founder
• 0:14
  of
• 0:14
  Red
• 0:14
  Door
• 0:15
  Stories,
• 0:15
  a
• 0:15
  brand
• 0:16
  storytelling
• 0:16
  studio
• 0:17
  that
• 0:17
  helps
• 0:18
  coaches
• 0:18
  and
• 0:19
  service
• 0:19
  providers
• 0:20
  uncover
• 0:21
  and
• 0:21
  share
• 0:21
  their
• 0:22
  story
• 0:22
  that
• 0:22
  converts,
• 0:23
  connects,
• 0:24
  and
• 0:24
  truly
• 0:24
  reflects
• 0:25
  who
• 0:25
  you
• 0:25
  are.
• 0:26
  With
• 0:27
  over
• 0:27
  two
• 0:27
  decades
• 0:28
  of
• 0:28
  experience,
• 0:28
  including
• 0:29
  working
• 0:29
  with
• 0:29
  global
• 0:30
  brands
• 0:30
  such
• 0:30
  as
• 0:31
  Nike
• 0:31
  and
• 0:31
  Adidas,
• 0:32
  Kris
• 0:33
  has
• 0:33
  developed
• 0:33
  her
• 0:33
  signature
• 0:34
  storytelling
• 0:35
  system
• 0:35
  to
• 0:36
  help
• 0:36
  business
• 0:36
  owners
• 0:37
  simplify
• 0:37
  their
• 0:37
  marketing
• 0:38
  and
• 0:38
  build
• 0:38
  trust
• 0:39
  through
• 0:39
  story.
• 0:40
  I
• 0:41
  could
• 0:41
  not
• 0:41
  resist
• 0:41
  today's
• 0:42
  topic,
• 0:42
  so
• 0:43
  if
• 0:43
  you
• 0:43
  have
• 0:43
  ever
• 0:44
  felt
• 0:44
  overwhelmed
• 0:45
  by
• 0:45
  content
• 0:45
  creation
• 0:46
  or
• 0:46
  unsure
• 0:47
  how
• 0:47
  to
• 0:47
  stand
• 0:47
  out
• 0:48
  online,
• 0:48
  then
• 0:49
  I
• 0:49
  know
• 0:49
  you're
• 0:49
  gonna
• 0:50
  love
• 0:50
  this
• 0:50
  conversation.
• 0:52
  Hi
• 0:53
  Kris.
• 0:53
  I
• 0:53
  am
• 0:54
  so
• 0:54
  excited
• 0:55
  to
• 0:55
  interview
• 0:55
  you
• 0:56
  for
• 0:56
  my
• 0:56
  podcast,
• 0:56
  women
• 0:57
  in
• 0:57
  the
• 0:57
  Coaching
• 0:57
  Arena.
• 0:58
  You
• 0:58
  sent
• 0:59
  such
• 0:59
  an
• 0:59
  exciting
• 1:00
  title
• 1:01
  that
• 1:01
  I
• 1:01
  could
• 1:02
  not
• 1:02
  resist.
• 1:03
  So
• 1:03
  what
• 1:03
  we're
• 1:04
  talking
• 1:04
  about
• 1:04
  today
• 1:05
  is
• 1:05
  how
• 1:06
  to
• 1:06
  replace
• 1:06
  all
• 1:06
  your
• 1:07
  marketing
• 1:07
  with
• 1:08
  a
• 1:08
  single
• 1:08
  story,
• 1:09
  and
• 1:10
  we
• 1:10
  just
• 1:10
  spoke
• 1:10
  before
• 1:10
  we
• 1:11
  came
• 1:11
  on
• 1:11
  about
• 1:12
  how
• 1:12
  we
• 1:12
  are
• 1:12
  both
• 1:13
  moms
• 1:13
  trying
• 1:14
  to
• 1:14
  juggle
• 1:15
  the
• 1:15
  school
• 1:15
  run,
• 1:15
  working
• 1:16
  and
• 1:16
  all
• 1:16
  of
• 1:16
  the
• 1:16
  things
• 1:17
  and
• 1:17
  how
• 1:18
  the
• 1:18
  less
• 1:19
  we
• 1:19
  can
• 1:19
  do
• 1:19
  in
• 1:19
  our
• 1:20
  marketing
• 1:20
  and
• 1:20
  in
• 1:20
  our
• 1:21
  business,
• 1:22
  the
• 1:22
  better
• 1:22
  for
• 1:23
  our
• 1:23
  own
• 1:23
  energy,
• 1:24
  so
• 1:24
  cannot
• 1:25
  wait
• 1:25
  to
• 1:25
  hear
• 1:26
  more.
• 1:27
  I
• 1:27
  dunno
• 1:27
  if
• 1:27
  it's
• 1:27
  too
• 1:27
  soon,
• 1:28
  but
• 1:28
  I
• 1:28
  would
• 1:28
  love
• 1:28
  to
• 1:29
  know
• 1:29
  exactly
• 1:30
  what
• 1:30
  you
• 1:30
  mean
• 1:30
  by
• 1:31
  replace
• 1:31
  all
• 1:31
  of
• 1:32
  your
• 1:32
  marketing
• 1:32
  with
• 1:33
  a
• 1:33
  single
• 1:33
  story.
• 1:35
  I'd
• 1:35
  love
• 1:36
  to
• 1:36
  talk
• 1:36
  about
• 1:37
  it.
• 1:37
  So
• 1:38
  for
• 1:38
  my
• 1:38
  clients,
• 1:39
  what
• 1:39
  I
• 1:39
  do
• 1:39
  is
• 1:40
  I
• 1:40
  work
• 1:40
  with
• 1:40
  them
• 1:41
  to
• 1:41
  tell
• 1:41
  their
• 1:42
  signature
• 1:42
  story.
• 1:43
  And
• 1:43
  when
• 1:43
  I
• 1:43
  talk
• 1:44
  about
• 1:44
  story,
• 1:45
  I'm
• 1:45
  not
• 1:45
  talking
• 1:46
  about
• 1:46
  your
• 1:47
  founder's
• 1:47
  story,
• 1:48
  like
• 1:48
  how
• 1:49
  you
• 1:49
  grow
• 1:50
  up
• 1:50
  and
• 1:50
  how
• 1:50
  your
• 1:50
  grandfather's
• 1:51
  business
• 1:52
  influenced
• 1:53
  you
• 1:54
  and
• 1:54
  all
• 1:54
  of
• 1:55
  that
• 1:55
  stuff.
• 1:55
  That
• 1:55
  is
• 1:56
  your
• 1:56
  founder's
• 1:56
  story,
• 1:57
  and
• 1:58
  that's
• 1:58
  a
• 1:58
  different
• 1:58
  type
• 1:59
  of
• 1:59
  story.
• 1:59
  What
• 1:59
  I'm
• 1:59
  talking
• 2:00
  about
• 2:00
  is
• 2:01
  a
• 2:01
  narrative
• 2:02
  that
• 2:03
  you
• 2:03
  use
• 2:04
  in
• 2:04
  your
• 2:04
  business
• 2:05
  to
• 2:06
  talk
• 2:06
  about
• 2:06
  your
• 2:06
  business,
• 2:07
  to
• 2:08
  connect
• 2:08
  with
• 2:08
  your
• 2:08
  clients,
• 2:10
  and
• 2:10
  I
• 2:10
  use
• 2:11
  the
• 2:11
  StoryBrand
• 2:12
  framework.
• 2:12
  So
• 2:14
  the
• 2:14
  framework
• 2:15
  really
• 2:16
  helps
• 2:16
  business
• 2:17
  owners
• 2:18
  follow
• 2:19
  and
• 2:19
  tell
• 2:20
  a
• 2:20
  story
• 2:20
  and
• 2:20
  get
• 2:21
  clear
• 2:21
  on
• 2:21
  their
• 2:21
  story
• 2:22
  so
• 2:22
  we
• 2:22
  can
• 2:22
  filter
• 2:23
  out
• 2:23
  the
• 2:23
  noise
• 2:24
  and
• 2:24
  keep
• 2:24
  only
• 2:25
  that
• 2:25
  golden
• 2:26
  thread
• 2:26
  of
• 2:26
  our
• 2:26
  story.
• 2:27
  So
• 2:27
  every
• 2:28
  story
• 2:29
  you've
• 2:29
  ever
• 2:29
  heard,
• 2:30
  whether
• 2:30
  it's
• 2:31
  been
• 2:31
  a
• 2:31
  movie
• 2:31
  that
• 2:32
  you've
• 2:32
  gone
• 2:32
  to
• 2:32
  or
• 2:32
  a
• 2:32
  book
• 2:33
  that
• 2:33
  you've
• 2:33
  read,
• 2:34
  it
• 2:34
  always
• 2:34
  begins
• 2:35
  with
• 2:36
  a
• 2:36
  hero
• 2:36
  that
• 2:36
  has
• 2:37
  a
• 2:37
  problem
• 2:37
  they
• 2:37
  don't
• 2:38
  know
• 2:38
  how
• 2:38
  to
• 2:38
  solve.
• 2:39
  They're
• 2:39
  out
• 2:39
  and
• 2:40
  about
• 2:40
  on
• 2:40
  the
• 2:40
  internet.
• 2:41
  They're
• 2:41
  looking
• 2:42
  for
• 2:42
  a
• 2:42
  guide
• 2:43
  who
• 2:43
  can
• 2:43
  help
• 2:43
  them
• 2:44
  solve
• 2:44
  their
• 2:44
  problems.
• 2:45
  So
• 2:45
  the
• 2:46
  guide's
• 2:46
  job
• 2:47
  is
• 2:47
  to
• 2:48
  give
• 2:48
  their
• 2:49
  hero
• 2:49
  a
• 2:49
  plan.
• 2:50
  And
• 2:50
  what
• 2:50
  I
• 2:50
  want
• 2:50
  your
• 2:50
  listeners
• 2:51
  to
• 2:51
  think
• 2:52
  about
• 2:52
  is
• 2:52
  that
• 2:53
  as
• 2:54
  the
• 2:54
  business
• 2:54
  owner,
• 2:55
  you
• 2:55
  are
• 2:55
  not
• 2:55
  the
• 2:56
  hero
• 2:56
  of
• 2:56
  your
• 2:56
  own
• 2:57
  story.
• 2:57
  You
• 2:57
  are
• 2:57
  the
• 2:58
  guide
• 2:58
  and
• 2:58
  your
• 2:59
  clients
• 2:59
  are
• 2:59
  the
• 3:00
  heroes.
• 3:00
  So
• 3:01
  that.
• 3:02
  New
• 3:02
  lens
• 3:03
  at
• 3:03
  which
• 3:03
  you
• 3:04
  talk
• 3:04
  about
• 3:04
  your
• 3:04
  business
• 3:05
  needs
• 3:05
  to
• 3:05
  be
• 3:06
  made
• 3:06
  in
• 3:06
  order
• 3:07
  to
• 3:07
  have
• 3:07
  really
• 3:07
  effective
• 3:08
  messaging.
• 3:09
  So
• 3:09
  as
• 3:09
  the
• 3:09
  guide
• 3:11
  you're
• 3:11
  gonna
• 3:11
  give
• 3:11
  your
• 3:11
  hero
• 3:12
  a
• 3:12
  very
• 3:13
  clear
• 3:13
  and
• 3:13
  simple
• 3:14
  three
• 3:14
  step
• 3:14
  plan
• 3:15
  that's
• 3:15
  going
• 3:16
  to
• 3:16
  call
• 3:16
  them
• 3:16
  to
• 3:16
  action.
• 3:17
  That's
• 3:17
  gonna
• 3:17
  really
• 3:18
  inspire
• 3:19
  them
• 3:19
  to
• 3:20
  take
• 3:20
  that
• 3:20
  next
• 3:20
  step
• 3:21
  if
• 3:21
  they're
• 3:22
  the
• 3:22
  right
• 3:22
  fit
• 3:23
  client
• 3:23
  for
• 3:23
  you,
• 3:24
  and
• 3:24
  then
• 3:24
  you're
• 3:24
  going
• 3:25
  to
• 3:25
  continue
• 3:26
  to
• 3:26
  engage
• 3:26
  them
• 3:27
  in
• 3:27
  the
• 3:27
  story
• 3:27
  and
• 3:27
  keep
• 3:28
  them
• 3:28
  engaged
• 3:29
  through
• 3:29
  stakes.
• 3:30
  Meaning
• 3:31
  success
• 3:32
  is
• 3:32
  to
• 3:33
  be
• 3:33
  had
• 3:33
  if
• 3:33
  they
• 3:34
  can
• 3:34
  overcome
• 3:34
  this
• 3:34
  problem,
• 3:35
  and
• 3:35
  also
• 3:36
  as
• 3:36
  the
• 3:36
  guide,
• 3:36
  you're
• 3:37
  gonna
• 3:37
  really
• 3:37
  help
• 3:38
  them
• 3:38
  avoid
• 3:39
  failure.
• 3:40
  So
• 3:40
  that's
• 3:40
  the
• 3:40
  formula
• 3:41
  for
• 3:41
  every
• 3:42
  story
• 3:42
  ever
• 3:43
  told.
• 3:44
  When
• 3:45
  you
• 3:45
  go
• 3:45
  to
• 3:45
  a
• 3:45
  movie,
• 3:46
  you
• 3:46
  walk
• 3:47
  into
• 3:47
  the
• 3:47
  theater,
• 3:48
  you
• 3:48
  sit
• 3:48
  down.
• 3:50
  The
• 3:50
  lights
• 3:50
  dim
• 3:51
  and
• 3:52
  you
• 3:52
  get
• 3:52
  pulled
• 3:53
  into
• 3:53
  this
• 3:53
  story
• 3:54
  and
• 3:54
  you're
• 3:54
  in
• 3:55
  it
• 3:55
  for
• 3:55
  90
• 3:56
  minutes
• 3:57
  at
• 3:57
  least,
• 3:58
  and
• 3:58
  you
• 3:58
  don't
• 3:59
  look
• 3:59
  at
• 3:59
  your
• 3:59
  phone,
• 3:59
  you
• 4:00
  don't
• 4:00
  get
• 4:00
  up
• 4:00
  to
• 4:00
  get
• 4:01
  popcorn,
• 4:01
  you
• 4:01
  don't
• 4:02
  go
• 4:02
  to
• 4:02
  the
• 4:02
  bathroom.
• 4:03
  I
• 4:03
  mean,
• 4:03
  it
• 4:03
  captures
• 4:04
  our
• 4:04
  attention
• 4:05
  so
• 4:05
  thoroughly
• 4:06
  because
• 4:07
  as
• 4:08
  humans,
• 4:08
  we're
• 4:08
  really
• 4:08
  wired
• 4:09
  for
• 4:09
  story.
• 4:09
  That's
• 4:10
  what
• 4:10
  we've
• 4:10
  been
• 4:10
  doing
• 4:11
  since
• 4:11
  the
• 4:11
  beginning
• 4:12
  of
• 4:12
  time,
• 4:12
  gathering
• 4:13
  around
• 4:13
  the
• 4:14
  fire
• 4:14
  and
• 4:14
  telling
• 4:15
  stories
• 4:15
  to
• 4:15
  each
• 4:16
  other.
• 4:16
  Nothing
• 4:17
  has
• 4:17
  the
• 4:17
  power
• 4:18
  to
• 4:18
  capture
• 4:18
  our
• 4:19
  attention
• 4:20
  more
• 4:20
  than
• 4:21
  stories
• 4:21
  do.
• 4:22
  So
• 4:22
  why
• 4:22
  wouldn't
• 4:23
  we
• 4:23
  use
• 4:23
  that
• 4:24
  same
• 4:24
  formula
• 4:26
  for
• 4:26
  our
• 4:26
  own
• 4:27
  businesses
• 4:28
  to
• 4:28
  really
• 4:28
  connect
• 4:29
  with
• 4:30
  our
• 4:30
  ideal
• 4:30
  clients
• 4:31
  and
• 4:31
  pull
• 4:32
  them
• 4:32
  in
• 4:32
  and
• 4:32
  help
• 4:33
  them
• 4:34
  understand
• 4:35
  how
• 4:35
  we
• 4:36
  can
• 4:36
  help
• 4:36
  them.
• 4:37
  And
• 4:37
  so
• 4:38
  that's
• 4:38
  really
• 4:39
  the
• 4:39
  flow
• 4:40
  of
• 4:40
  every
• 4:40
  story
• 4:41
  ever
• 4:41
  told.
• 4:42
  And
• 4:43
  when
• 4:43
  I
• 4:43
  work
• 4:43
  with
• 4:43
  my
• 4:43
  clients,
• 4:44
  we
• 4:44
  dig
• 4:44
  around
• 4:45
  inside
• 4:45
  your
• 4:46
  head
• 4:46
  and
• 4:46
  your
• 4:46
  heart
• 4:47
  to
• 4:47
  find
• 4:48
  those
• 4:48
  story
• 4:49
  components
• 4:50
  and
• 4:51
  I
• 4:51
  will
• 4:51
  write
• 4:51
  your
• 4:52
  story
• 4:53
  for
• 4:53
  you.
• 4:53
  The
• 4:53
  reason
• 4:54
  I
• 4:54
  write
• 4:55
  my
• 4:55
  client's
• 4:55
  stories
• 4:56
  is
• 4:56
  because
• 4:57
  of
• 4:58
  something
• 4:58
  I
• 4:58
  call
• 4:59
  the
• 4:59
  bottle
• 4:59
  effect,
• 5:00
  the
• 5:00
  bottle
• 5:00
  effect
• 5:01
  is
• 5:01
  really,
• 5:02
  as
• 5:02
  business
• 5:03
  owners,
• 5:03
  we
• 5:04
  are
• 5:04
  so
• 5:04
  close
• 5:04
  to
• 5:04
  our
• 5:05
  own
• 5:05
  business.
• 5:05
  Our
• 5:06
  business
• 5:06
  is
• 5:07
  our
• 5:07
  baby.
• 5:07
  It
• 5:08
  is
• 5:08
  our
• 5:08
  area
• 5:09
  of
• 5:09
  expertise,
• 5:10
  and
• 5:10
  so
• 5:11
  we
• 5:12
  are
• 5:12
  stuck
• 5:13
  inside
• 5:13
  the
• 5:13
  bottle
• 5:14
  When
• 5:14
  we're
• 5:14
  trying
• 5:14
  to
• 5:14
  write
• 5:15
  our
• 5:15
  own
• 5:15
  copy,
• 5:16
  we're
• 5:16
  stuck
• 5:16
  inside
• 5:17
  the
• 5:17
  bottle
• 5:17
  trying
• 5:18
  to
• 5:18
  read
• 5:18
  the
• 5:18
  label.
• 5:19
  That
• 5:19
  can
• 5:19
  only
• 5:19
  be
• 5:19
  read
• 5:20
  from
• 5:21
  the
• 5:21
  outside
• 5:21
  of
• 5:21
  the
• 5:21
  bottle.
• 5:22
  So
• 5:23
  that's
• 5:23
  why
• 5:23
  I
• 5:23
  come
• 5:24
  in
• 5:24
  as.
• 5:25
  Someone
• 5:26
  who
• 5:26
  can
• 5:26
  look
• 5:26
  at
• 5:27
  your
• 5:27
  business
• 5:27
  and
• 5:28
  look
• 5:28
  at
• 5:28
  you
• 5:28
  with
• 5:28
  fresh
• 5:29
  eyes.
• 5:30
  The
• 5:30
  clients
• 5:30
  that
• 5:30
  I
• 5:30
  work
• 5:31
  with
• 5:31
  come
• 5:31
  to
• 5:31
  me
• 5:32
  and
• 5:32
  they're
• 5:32
  so
• 5:32
  frustrated
• 5:33
  'cause
• 5:33
  they've
• 5:33
  been
• 5:33
  trying
• 5:34
  to
• 5:34
  write
• 5:34
  their
• 5:34
  story
• 5:35
  for
• 5:35
  so
• 5:36
  long
• 5:36
  years
• 5:37
  even.
• 5:37
  And
• 5:37
  they
• 5:37
  keep
• 5:38
  thinking,
• 5:38
  if
• 5:38
  I
• 5:38
  work
• 5:39
  harder,
• 5:40
  something's
• 5:40
  gonna
• 5:40
  click
• 5:41
  and
• 5:41
  it's
• 5:41
  gonna
• 5:41
  work.
• 5:41
  And
• 5:42
  I
• 5:42
  tell
• 5:42
  my
• 5:42
  clients,
• 5:43
  it's
• 5:43
  actually
• 5:44
  not
• 5:44
  a
• 5:44
  writing
• 5:45
  problem,
• 5:45
  it's
• 5:46
  a
• 5:46
  perspective
• 5:47
  problem
• 5:47
  because
• 5:48
  you're
• 5:48
  inside
• 5:49
  the
• 5:49
  bottle.
• 5:50
  The
• 5:50
  other
• 5:50
  thing
• 5:50
  that
• 5:50
  happens
• 5:51
  a
• 5:51
  lot
• 5:52
  is
• 5:52
  what
• 5:52
  I
• 5:52
  call
• 5:53
  the
• 5:53
  curse
• 5:53
  of
• 5:53
  knowledge.
• 5:54
  And
• 5:54
  that
• 5:55
  just
• 5:55
  means
• 5:56
  you've
• 5:56
  been
• 5:56
  doing
• 5:56
  what
• 5:57
  you're
• 5:57
  doing
• 5:57
  for
• 5:58
  so
• 5:58
  long,
• 5:58
  you've
• 5:59
  forgotten
• 5:59
  what
• 5:59
  it's
• 6:00
  like
• 6:00
  to
• 6:00
  not
• 6:01
  know
• 6:01
  what
• 6:01
  you
• 6:01
  know,
• 6:02
  when
• 6:02
  this
• 6:03
  happens,
• 6:04
  often
• 6:06
  we
• 6:06
  use
• 6:06
  language
• 6:07
  in
• 6:07
  lingo.
• 6:07
  We
• 6:08
  assume
• 6:08
  the
• 6:08
  visitor
• 6:09
  of
• 6:09
  our
• 6:09
  website
• 6:10
  knows
• 6:10
  as
• 6:10
  much
• 6:11
  as
• 6:11
  we
• 6:11
  know,
• 6:11
  and
• 6:11
  so
• 6:13
  we
• 6:13
  create
• 6:13
  a
• 6:13
  disconnect
• 6:14
  by
• 6:14
  talking
• 6:15
  over
• 6:15
  their
• 6:15
  heads
• 6:15
  or
• 6:16
  using
• 6:16
  language
• 6:17
  that
• 6:17
  they're
• 6:17
  not
• 6:17
  familiar
• 6:18
  with.
• 6:18
  You're
• 6:19
  probably
• 6:19
  wondering,
• 6:20
  okay,
• 6:21
  how
• 6:21
  do
• 6:21
  you
• 6:21
  have
• 6:22
  one
• 6:22
  story
• 6:23
  for
• 6:23
  your
• 6:23
  entire
• 6:24
  business,
• 6:24
  like
• 6:24
  for
• 6:25
  all
• 6:25
  your
• 6:25
  marketing?
• 6:26
  How
• 6:26
  do
• 6:26
  you
• 6:26
  replace
• 6:27
  all
• 6:27
  your
• 6:27
  marketing
• 6:27
  with
• 6:28
  a
• 6:28
  single
• 6:28
  story?
• 6:29
  And
• 6:29
  the
• 6:29
  answer
• 6:30
  is.
• 6:31
  Your
• 6:32
  signature
• 6:32
  story.
• 6:33
  It
• 6:33
  works
• 6:34
  a
• 6:34
  lot
• 6:34
  like
• 6:34
  an
• 6:35
  accordion.
• 6:35
  So
• 6:36
  it
• 6:36
  stretches
• 6:37
  out,
• 6:37
  it
• 6:37
  shrinks,
• 6:38
  just
• 6:38
  like
• 6:38
  when
• 6:39
  people
• 6:39
  play
• 6:39
  an
• 6:39
  accordion.
• 6:40
  It
• 6:40
  gets
• 6:41
  wider,
• 6:41
  it
• 6:41
  gets
• 6:41
  narrower.
• 6:43
  And
• 6:43
  that's
• 6:43
  what
• 6:44
  creates
• 6:44
  that
• 6:44
  beautiful
• 6:45
  music.
• 6:45
  So
• 6:46
  depending
• 6:46
  on
• 6:47
  where
• 6:47
  your
• 6:48
  story
• 6:48
  lives,
• 6:49
  it's
• 6:49
  gonna
• 6:50
  be
• 6:50
  a
• 6:50
  different
• 6:50
  length.
• 6:51
  But
• 6:51
  those
• 6:52
  core
• 6:52
  components
• 6:53
  of
• 6:53
  story
• 6:53
  that
• 6:54
  I
• 6:54
  talked
• 6:54
  through,
• 6:55
  are
• 6:56
  always
• 6:56
  gonna
• 6:57
  be
• 6:57
  present
• 6:57
  so
• 6:58
  you
• 6:58
  can
• 6:58
  tell
• 6:58
  the
• 6:58
  same
• 6:59
  story.
• 6:59
  But
• 7:00
  for
• 7:00
  example,
• 7:01
  that
• 7:01
  story
• 7:02
  might
• 7:02
  be
• 7:02
  very
• 7:02
  short
• 7:03
  in
• 7:03
  your
• 7:04
  Instagram
• 7:04
  profile.
• 7:05
  It
• 7:05
  might
• 7:05
  be
• 7:06
  longer
• 7:06
  on
• 7:07
  your
• 7:07
  website,
• 7:08
  it
• 7:08
  might
• 7:08
  be
• 7:09
  medium
• 7:09
  length
• 7:10
  in
• 7:10
  a
• 7:10
  video
• 7:11
  script
• 7:11
  that
• 7:11
  you
• 7:12
  write.
• 7:12
  So
• 7:13
  that's
• 7:13
  how,
• 7:14
  once
• 7:15
  we
• 7:15
  get
• 7:15
  those
• 7:15
  fundamentals
• 7:16
  of
• 7:16
  your
• 7:17
  story,
• 7:17
  we
• 7:18
  can
• 7:18
  play
• 7:18
  the
• 7:19
  accordion
• 7:19
  with
• 7:19
  it
• 7:20
  and
• 7:21
  create
• 7:21
  it
• 7:21
  depending
• 7:22
  on
• 7:22
  where
• 7:22
  it's
• 7:22
  gonna
• 7:22
  live.
• 7:23
  Different
• 7:24
  links
• 7:24
  of
• 7:24
  your
• 7:25
  story.
• 7:26
  The
• 7:26
  reason
• 7:26
  it
• 7:27
  works
• 7:27
  so
• 7:27
  well
• 7:27
  is
• 7:28
  because
• 7:29
  you're
• 7:29
  beating
• 7:29
  the
• 7:29
  same
• 7:30
  drum
• 7:30
  over
• 7:31
  and
• 7:31
  over
• 7:31
  again,
• 7:32
  and
• 7:32
  people
• 7:33
  need
• 7:33
  to
• 7:33
  hear
• 7:33
  the
• 7:34
  same
• 7:34
  message
• 7:35
  over
• 7:35
  and
• 7:35
  over
• 7:36
  in
• 7:36
  order
• 7:36
  to
• 7:37
  commit
• 7:38
  it
• 7:38
  to
• 7:38
  memory.
• 7:39
  Number
• 7:39
  one,
• 7:40
  to
• 7:40
  be
• 7:40
  able
• 7:40
  to
• 7:41
  remember
• 7:41
  you.
• 7:42
  Number,
• 7:42
  like
• 7:43
  half
• 7:43
  the
• 7:43
  battle
• 7:44
  of
• 7:45
  business
• 7:45
  ownership
• 7:45
  is
• 7:46
  really
• 7:46
  being
• 7:46
  remembered,
• 7:47
  staying
• 7:48
  top
• 7:48
  of
• 7:48
  mind
• 7:49
  and
• 7:49
  being
• 7:50
  known
• 7:50
  like
• 7:51
  you
• 7:51
  wanna
• 7:51
  be
• 7:51
  known
• 7:52
  in
• 7:52
  your
• 7:52
  industry
• 7:53
  as
• 7:53
  the
• 7:53
  go-to
• 7:53
  person
• 7:54
  that
• 7:54
  solves
• 7:55
  this
• 7:55
  problem
• 7:56
  and
• 7:57
  the
• 7:57
  most
• 7:57
  effective
• 7:58
  way
• 7:58
  to
• 7:58
  do
• 7:58
  it
• 7:59
  is
• 7:59
  to
• 7:59
  tell
• 8:00
  the
• 8:00
  same
• 8:00
  story
• 8:01
  over
• 8:01
  and
• 8:02
  over
• 8:02
  again.
• 8:02
  It's
• 8:03
  smart,
• 8:04
  it's
• 8:04
  effective,
• 8:05
  but
• 8:06
  it's
• 8:06
  also
• 8:06
  less
• 8:06
  work,
• 8:07
  which
• 8:07
  is
• 8:07
  brilliant.
• 8:09
  Oh
• 8:09
  my
• 8:09
  goodness.
• 8:10
  So
• 8:10
  much
• 8:11
  to
• 8:11
  think
• 8:11
  about
• 8:11
  there
• 8:12
  because
• 8:13
  I
• 8:13
  think
• 8:13
  people
• 8:13
  feel
• 8:14
  real
• 8:14
  resistance
• 8:15
  of
• 8:15
  telling
• 8:16
  the
• 8:16
  same
• 8:17
  stories
• 8:17
  again
• 8:18
  and
• 8:18
  again,
• 8:19
  and
• 8:19
  feel
• 8:19
  like
• 8:19
  they
• 8:20
  need
• 8:20
  to
• 8:20
  come
• 8:20
  up
• 8:20
  with
• 8:20
  new
• 8:20
  things
• 8:21
  every
• 8:21
  day.
• 8:22
  So
• 8:23
  talk
• 8:23
  more
• 8:23
  about,
• 8:25
  brands
• 8:25
  that
• 8:25
  have
• 8:26
  done
• 8:26
  this
• 8:26
  and
• 8:26
  why
• 8:27
  it's
• 8:27
  so
• 8:27
  important
• 8:28
  to
• 8:28
  keep
• 8:29
  sharing
• 8:29
  that
• 8:29
  same
• 8:29
  story.
• 8:31
  The
• 8:31
  number
• 8:32
  one
• 8:32
  reason
• 8:33
  is
• 8:33
  that
• 8:33
  when
• 8:34
  you're
• 8:34
  telling
• 8:34
  the
• 8:34
  same
• 8:35
  story,
• 8:36
  when
• 8:36
  people
• 8:37
  encounter
• 8:37
  you,
• 8:38
  whether
• 8:38
  they
• 8:38
  encounter
• 8:38
  you
• 8:39
  on
• 8:39
  social
• 8:39
  media
• 8:40
  or
• 8:40
  on
• 8:40
  the
• 8:40
  web
• 8:41
  or
• 8:41
  in
• 8:42
  a
• 8:42
  podcast,
• 8:43
  you
• 8:43
  want
• 8:44
  to
• 8:44
  be
• 8:44
  congruent
• 8:45
  with
• 8:45
  your
• 8:45
  message.
• 8:46
  The
• 8:46
  more
• 8:46
  consistent
• 8:47
  you
• 8:47
  are,
• 8:48
  the
• 8:48
  more
• 8:49
  they
• 8:49
  trust
• 8:50
  you.
• 8:50
  We
• 8:50
  all
• 8:51
  know
• 8:51
  what
• 8:51
  it's
• 8:51
  like
• 8:52
  when
• 8:52
  we're
• 8:52
  on
• 8:53
  Instagram
• 8:53
  and,
• 8:54
  we
• 8:54
  come
• 8:54
  across
• 8:54
  an
• 8:55
  ad
• 8:55
  and
• 8:55
  we
• 8:55
  click
• 8:56
  on
• 8:56
  the
• 8:56
  ad
• 8:56
  and
• 8:57
  then
• 8:57
  it
• 8:57
  takes
• 8:57
  us
• 8:58
  to
• 8:59
  a
• 8:59
  page,
• 8:59
  and
• 9:00
  then
• 9:00
  there's
• 9:00
  a
• 9:00
  totally
• 9:00
  different
• 9:01
  look
• 9:01
  and
• 9:01
  feel,
• 9:01
  totally
• 9:02
  different
• 9:03
  messaging.
• 9:04
  And
• 9:04
  you're
• 9:04
  kind
• 9:05
  of
• 9:05
  like,
• 9:05
  huh?
• 9:06
  You
• 9:06
  figured
• 9:06
  out
• 9:07
  how
• 9:07
  to
• 9:07
  get
• 9:07
  the
• 9:07
  ad
• 9:07
  to
• 9:08
  work,
• 9:08
  but
• 9:08
  then
• 9:08
  you
• 9:09
  forgot
• 9:09
  to
• 9:09
  be
• 9:09
  consistent
• 9:10
  with
• 9:10
  everything
• 9:11
  else
• 9:11
  and
• 9:12
  the
• 9:12
  trust
• 9:12
  is
• 9:13
  lost.
• 9:14
  So
• 9:15
  really.
• 9:17
  People
• 9:17
  are
• 9:17
  inundated
• 9:18
  with
• 9:18
  so
• 9:18
  much
• 9:18
  information
• 9:20
  all
• 9:20
  the
• 9:20
  time
• 9:21
  that
• 9:21
  if
• 9:22
  you're
• 9:22
  consistent
• 9:22
  with
• 9:23
  your
• 9:23
  message
• 9:24
  eventually,
• 9:25
  like
• 9:25
  you're
• 9:25
  gonna
• 9:26
  carve
• 9:26
  that
• 9:26
  connection
• 9:27
  with
• 9:27
  that
• 9:27
  person
• 9:28
  and
• 9:28
  build
• 9:28
  trust.
• 9:29
  Yeah,
• 9:30
  totally
• 9:30
  love
• 9:31
  it.
• 9:31
  And
• 9:32
  if
• 9:32
  someone's
• 9:32
  listening,
• 9:33
  'cause
• 9:33
  I
• 9:33
  have
• 9:33
  a
• 9:33
  lot
• 9:34
  of
• 9:34
  clients
• 9:34
  that
• 9:34
  say
• 9:35
  I'm
• 9:36
  not
• 9:37
  a
• 9:37
  role
• 9:38
  model
• 9:38
  for
• 9:38
  my
• 9:38
  ideal
• 9:39
  clients.
• 9:39
  So
• 9:39
  for
• 9:39
  me,
• 9:40
  for
• 9:40
  example,
• 9:40
  it's
• 9:40
  easy.
• 9:41
  My
• 9:42
  clients
• 9:42
  tell
• 9:42
  me
• 9:42
  because
• 9:43
  they
• 9:44
  essentially
• 9:44
  want
• 9:45
  what
• 9:45
  I've
• 9:45
  built
• 9:46
  so
• 9:46
  I
• 9:46
  can
• 9:47
  be
• 9:47
  sharing
• 9:47
  my
• 9:47
  story,
• 9:49
  whilst
• 9:49
  obviously
• 9:50
  inspiring
• 9:50
  them
• 9:51
  but
• 9:51
  for
• 9:51
  example,
• 9:52
  if
• 9:52
  there
• 9:53
  is
• 9:53
  a
• 9:53
  coach
• 9:53
  who
• 9:54
  maybe
• 9:54
  is.
• 9:55
  A
• 9:55
  leadership
• 9:56
  coach,
• 9:57
  but
• 9:57
  feels
• 9:57
  like
• 9:57
  she's
• 9:58
  never
• 9:59
  been
• 9:59
  a
• 9:59
  CEO
• 9:59
  of
• 10:00
  a
• 10:00
  company
• 10:00
  or
• 10:00
  something
• 10:01
  like
• 10:01
  that.
• 10:01
  How
• 10:02
  do
• 10:02
  we
• 10:02
  help
• 10:03
  people
• 10:04
  with
• 10:04
  that
• 10:04
  sort
• 10:04
  of
• 10:05
  situation?
• 10:05
  The
• 10:06
  thing
• 10:06
  that
• 10:06
  I
• 10:06
  wanna
• 10:07
  share
• 10:07
  is
• 10:07
  that,
• 10:08
  you
• 10:08
  are
• 10:08
  not
• 10:09
  the
• 10:09
  hero
• 10:09
  of
• 10:10
  your
• 10:10
  own
• 10:10
  story,
• 10:11
  so
• 10:11
  hopefully
• 10:12
  that
• 10:12
  will
• 10:12
  let
• 10:12
  your
• 10:13
  listeners
• 10:13
  off
• 10:13
  the
• 10:14
  hook.
• 10:14
  Your
• 10:14
  story
• 10:15
  isn't
• 10:15
  even
• 10:16
  really
• 10:16
  about
• 10:17
  you,
• 10:17
  I
• 10:18
  hear
• 10:18
  a
• 10:18
  lot
• 10:18
  of,
• 10:18
  clients
• 10:19
  come
• 10:19
  to
• 10:19
  me
• 10:19
  and
• 10:19
  they
• 10:20
  go,
• 10:20
  my
• 10:20
  story's
• 10:21
  boring.
• 10:21
  What
• 10:21
  if
• 10:22
  I
• 10:22
  don't
• 10:22
  even
• 10:22
  have
• 10:22
  a
• 10:22
  story?
• 10:23
  It's
• 10:23
  not
• 10:23
  interesting.
• 10:24
  Well,
• 10:25
  your
• 10:25
  story
• 10:25
  isn't
• 10:26
  really
• 10:26
  about
• 10:27
  you.
• 10:28
  You
• 10:28
  are
• 10:28
  not
• 10:28
  the
• 10:28
  hero
• 10:29
  of
• 10:29
  your
• 10:29
  own
• 10:29
  story.
• 10:30
  There's
• 10:30
  only
• 10:30
  room
• 10:31
  for
• 10:31
  one
• 10:31
  hero
• 10:32
  in
• 10:32
  every
• 10:32
  story.
• 10:33
  So
• 10:33
  when
• 10:34
  as
• 10:34
  coaches,
• 10:34
  we
• 10:35
  make
• 10:35
  ourselves
• 10:36
  the
• 10:36
  hero
• 10:36
  of
• 10:36
  our
• 10:37
  own
• 10:37
  story,
• 10:37
  we're
• 10:37
  literally
• 10:38
  kicking
• 10:38
  out.
• 10:40
  The
• 10:40
  potential
• 10:40
  client,
• 10:41
  we're
• 10:41
  kicking
• 10:41
  them
• 10:41
  out
• 10:42
  of
• 10:42
  the
• 10:42
  story
• 10:42
  'cause
• 10:42
  we've
• 10:43
  already
• 10:43
  taken
• 10:43
  that
• 10:44
  position
• 10:44
  as
• 10:44
  the
• 10:44
  hero.
• 10:45
  You
• 10:45
  are
• 10:45
  the
• 10:46
  strongest
• 10:46
  as
• 10:47
  the
• 10:47
  guide,
• 10:47
  as
• 10:48
  the
• 10:48
  Yoda,
• 10:48
  as
• 10:49
  the
• 10:49
  Mr.
• 10:49
  Miyagi.
• 10:50
  You
• 10:50
  are
• 10:50
  the
• 10:50
  guide
• 10:51
  in
• 10:51
  the
• 10:51
  story.
• 10:53
  Your
• 10:53
  hero
• 10:53
  is
• 10:54
  really
• 10:54
  that
• 10:54
  central
• 10:55
  figure.
• 10:55
  So
• 10:56
  your
• 10:56
  messaging
• 10:56
  is
• 10:57
  really
• 10:57
  all
• 10:57
  about
• 10:58
  your
• 10:58
  hero,
• 10:59
  their
• 10:59
  struggles,
• 11:00
  their
• 11:00
  success,
• 11:00
  what
• 11:01
  they
• 11:01
  want.
• 11:02
  No
• 11:02
  one
• 11:02
  ever
• 11:02
  gets
• 11:03
  tired
• 11:03
  of,
• 11:04
  feeling
• 11:05
  seen
• 11:05
  and
• 11:05
  feeling
• 11:06
  heard.
• 11:07
  And
• 11:07
  when
• 11:07
  they
• 11:08
  feel
• 11:08
  that
• 11:08
  way,
• 11:09
  they
• 11:09
  feel
• 11:09
  automatically
• 11:10
  like
• 11:10
  you're
• 11:10
  the
• 11:11
  best
• 11:11
  one
• 11:11
  to
• 11:11
  solve
• 11:11
  their
• 11:12
  problem.
• 11:14
  Totally.
• 11:15
  And
• 11:15
  how
• 11:16
  do
• 11:16
  you
• 11:16
  know
• 11:16
  which
• 11:17
  story
• 11:17
  is
• 11:17
  the
• 11:17
  one,
• 11:18
  because
• 11:18
  obviously
• 11:19
  we've
• 11:19
  got
• 11:19
  probably
• 11:20
  loads
• 11:20
  of
• 11:20
  different
• 11:21
  variations.
• 11:21
  How
• 11:22
  do
• 11:22
  you
• 11:22
  choose?
• 11:24
  Well,
• 11:25
  I
• 11:25
  have
• 11:25
  a
• 11:25
  process
• 11:26
  called
• 11:27
  the
• 11:27
  mining
• 11:27
  for
• 11:27
  Gold
• 11:28
  process,
• 11:28
  and
• 11:28
  that's
• 11:29
  where
• 11:29
  we
• 11:29
  really
• 11:30
  dig
• 11:30
  deep
• 11:31
  and
• 11:31
  we
• 11:32
  get
• 11:32
  all
• 11:33
  the
• 11:33
  noise
• 11:34
  that's
• 11:34
  going
• 11:34
  on
• 11:35
  in
• 11:35
  our
• 11:35
  head.
• 11:36
  Like
• 11:36
  a
• 11:36
  typical
• 11:36
  garage
• 11:37
  in
• 11:37
  the
• 11:37
  United
• 11:38
  States
• 11:38
  is
• 11:39
  full
• 11:39
  of
• 11:39
  boxes.
• 11:40
  And
• 11:41
  when
• 11:41
  we
• 11:41
  walk
• 11:41
  out
• 11:42
  into
• 11:42
  the
• 11:42
  garage,
• 11:42
  we
• 11:43
  can't
• 11:43
  decipher
• 11:44
  what
• 11:44
  is
• 11:44
  the
• 11:45
  treasure,
• 11:45
  what
• 11:46
  is
• 11:46
  the
• 11:46
  gold,
• 11:46
  and
• 11:47
  what
• 11:47
  is
• 11:47
  the
• 11:47
  garbage.
• 11:48
  And
• 11:48
  so
• 11:49
  part
• 11:49
  of
• 11:49
  mining
• 11:50
  for
• 11:50
  Gold
• 11:51
  is
• 11:51
  really
• 11:52
  clearing
• 11:52
  out
• 11:53
  the
• 11:53
  clutter.
• 11:53
  Just
• 11:54
  like
• 11:54
  you
• 11:54
  might
• 11:54
  hire
• 11:55
  a
• 11:55
  professional
• 11:55
  organizer
• 11:56
  to
• 11:56
  come
• 11:56
  in
• 11:56
  and
• 11:57
  help
• 11:57
  you
• 11:58
  and
• 11:58
  give
• 11:58
  you
• 11:58
  perspective,
• 11:59
  like,
• 11:59
  oh,
• 12:00
  you
• 12:00
  should
• 12:00
  keep
• 12:00
  that
• 12:01
  and
• 12:01
  you
• 12:01
  should
• 12:01
  not
• 12:02
  keep
• 12:02
  that,
• 12:02
  or
• 12:02
  even
• 12:02
  just
• 12:03
  ask
• 12:03
  you
• 12:03
  that
• 12:03
  question
• 12:04
  right?
• 12:04
  So
• 12:05
  it's
• 12:05
  a
• 12:06
  collaborative
• 12:06
  process.
• 12:07
  I
• 12:07
  mean,
• 12:07
  you
• 12:08
  can't
• 12:09
  outsource
• 12:09
  your
• 12:10
  own
• 12:10
  story.
• 12:10
  You
• 12:11
  can't
• 12:11
  outsource
• 12:12
  your
• 12:12
  own
• 12:12
  voice,
• 12:13
  but
• 12:13
  you
• 12:13
  can
• 12:14
  bring
• 12:15
  somebody
• 12:15
  in.
• 12:16
  Like
• 12:16
  a
• 12:17
  professional
• 12:17
  organizer,
• 12:18
  but
• 12:18
  it
• 12:18
  would
• 12:18
  be
• 12:18
  more
• 12:19
  of
• 12:19
  like
• 12:19
  a
• 12:19
  professional
• 12:20
  storyteller
• 12:20
  to
• 12:21
  really
• 12:22
  help
• 12:22
  you
• 12:22
  decipher
• 12:23
  what's
• 12:23
  the
• 12:23
  gold
• 12:24
  of
• 12:24
  your
• 12:24
  story
• 12:25
  and
• 12:26
  what
• 12:26
  is
• 12:26
  the
• 12:26
  noise.
• 12:27
  And
• 12:28
  a
• 12:28
  story
• 12:28
  can
• 12:29
  be
• 12:29
  a
• 12:29
  very
• 12:29
  powerful
• 12:31
  filtration
• 12:32
  device,
• 12:32
  right?
• 12:32
  It
• 12:32
  filters
• 12:33
  out
• 12:33
  the
• 12:33
  noise
• 12:34
  and
• 12:34
  it
• 12:34
  really
• 12:34
  keeps
• 12:35
  the
• 12:36
  essence
• 12:36
  and
• 12:36
  the
• 12:37
  gold
• 12:37
  of
• 12:37
  your
• 12:38
  story
• 12:39
  to
• 12:39
  keep
• 12:39
  it
• 12:39
  really
• 12:39
  clear.
• 12:40
  So
• 12:40
  you
• 12:40
  have
• 12:41
  to,
• 12:42
  make
• 12:42
  a
• 12:42
  lot
• 12:43
  of
• 12:43
  decisions,
• 12:43
  like
• 12:44
  really
• 12:44
  think
• 12:45
  deep
• 12:45
  about
• 12:46
  the
• 12:46
  conversations
• 12:47
  that
• 12:47
  you've
• 12:47
  had
• 12:47
  with
• 12:47
  your
• 12:48
  clients.
• 12:48
  What
• 12:48
  are
• 12:48
  they
• 12:49
  really
• 12:50
  struggling
• 12:50
  with?
• 12:50
  What
• 12:51
  keeps
• 12:51
  them
• 12:51
  up
• 12:51
  at
• 12:51
  night?
• 12:52
  And,
• 12:53
  through
• 12:54
  the
• 12:54
  process
• 12:55
  of
• 12:55
  collaboration,
• 12:56
  it
• 12:56
  always
• 12:57
  becomes
• 12:58
  clear.
• 12:58
  It
• 12:58
  truly
• 12:59
  does.
• 12:59
  It's
• 13:00
  really
• 13:00
  a
• 13:00
  beautiful
• 13:01
  process.
• 13:02
  Love
• 13:03
  that.
• 13:03
  And
• 13:03
  you
• 13:03
  mentioned
• 13:04
  that
• 13:04
  there
• 13:04
  are
• 13:05
  different
• 13:05
  types
• 13:05
  of
• 13:05
  stories,
• 13:06
  like
• 13:06
  the
• 13:06
  founder's
• 13:07
  story,
• 13:08
  then
• 13:08
  the
• 13:08
  hero's
• 13:08
  journey.
• 13:09
  Yes.
• 13:10
  When
• 13:10
  it
• 13:10
  comes
• 13:10
  to
• 13:10
  your
• 13:11
  business,
• 13:11
  there
• 13:12
  are
• 13:12
  fundamental
• 13:13
  stories.
• 13:13
  So
• 13:13
  one
• 13:13
  of
• 13:14
  them
• 13:14
  is
• 13:14
  the
• 13:15
  hero's
• 13:16
  journey,
• 13:16
  which
• 13:16
  is
• 13:16
  what
• 13:16
  I'm
• 13:17
  talking
• 13:17
  about.
• 13:18
  And
• 13:18
  that's
• 13:18
  the
• 13:19
  type
• 13:19
  of
• 13:19
  story
• 13:19
  that's
• 13:20
  actually
• 13:20
  gonna
• 13:20
  make
• 13:21
  you
• 13:21
  money.
• 13:21
  That's
• 13:22
  the
• 13:22
  story
• 13:22
  that's
• 13:22
  gonna
• 13:23
  draw
• 13:23
  in
• 13:23
  those
• 13:24
  ideal
• 13:24
  clients
• 13:25
  and
• 13:25
  really
• 13:26
  get
• 13:26
  them
• 13:26
  excited
• 13:27
  about
• 13:27
  working
• 13:27
  with
• 13:27
  you.
• 13:28
  There's
• 13:29
  also,
• 13:29
  the
• 13:30
  founder's
• 13:30
  story.
• 13:31
  The
• 13:31
  founder's
• 13:32
  story
• 13:32
  is
• 13:32
  for
• 13:33
  the
• 13:33
  founder.
• 13:34
  It's
• 13:34
  not
• 13:35
  the
• 13:35
  story
• 13:35
  that's
• 13:36
  really
• 13:36
  gonna
• 13:37
  grow
• 13:37
  your
• 13:38
  business.
• 13:39
  If
• 13:39
  you're
• 13:40
  called
• 13:40
  and
• 13:41
  motivated
• 13:41
  to
• 13:42
  write
• 13:42
  your
• 13:42
  founder's
• 13:43
  story,
• 13:43
  go
• 13:43
  for
• 13:44
  it.
• 13:44
  But
• 13:44
  that's
• 13:44
  for
• 13:44
  you.
• 13:45
  That's
• 13:45
  not
• 13:46
  necessarily
• 13:47
  for
• 13:47
  your
• 13:47
  clients.
• 13:48
  You
• 13:48
  can
• 13:48
  certainly
• 13:49
  put
• 13:49
  it
• 13:49
  on
• 13:49
  your
• 13:49
  website.
• 13:50
  But
• 13:50
  again,
• 13:51
  it's
• 13:51
  not
• 13:52
  gonna
• 13:52
  be
• 13:52
  the
• 13:52
  story
• 13:52
  that's
• 13:53
  gonna
• 13:53
  grow
• 13:53
  your
• 13:53
  business.
• 13:54
  And
• 13:55
  have
• 13:55
  you
• 13:55
  got
• 13:55
  an
• 13:55
  example
• 13:56
  of
• 13:57
  a
• 13:57
  story
• 13:57
  that
• 13:57
  has
• 13:58
  grown
• 13:58
  someone's
• 13:59
  business?
• 14:00
  Oh
• 14:01
  yeah.
• 14:01
  I
• 14:01
  mean,
• 14:01
  all
• 14:02
  my
• 14:02
  clients,
• 14:02
  use
• 14:03
  story
• 14:04
  to
• 14:04
  grow
• 14:04
  their
• 14:04
  business,
• 14:05
  for
• 14:05
  example,
• 14:06
  I
• 14:06
  worked
• 14:06
  with
• 14:06
  a
• 14:06
  woman
• 14:07
  named
• 14:07
  Andrea
• 14:08
  and
• 14:08
  she
• 14:08
  was
• 14:09
  an
• 14:09
  infidelity
• 14:10
  coach.
• 14:10
  So
• 14:11
  she
• 14:11
  helps
• 14:11
  women
• 14:12
  who
• 14:13
  have
• 14:13
  partners
• 14:13
  that
• 14:14
  have
• 14:14
  been
• 14:14
  unfaithful
• 14:15
  and
• 14:15
  she
• 14:15
  has
• 14:16
  a
• 14:16
  program
• 14:16
  called
• 14:17
  Know
• 14:17
  in
• 14:18
  90
• 14:18
  and
• 14:19
  so
• 14:19
  she
• 14:19
  helps
• 14:20
  them
• 14:20
  figure
• 14:20
  out,
• 14:21
  am
• 14:21
  I
• 14:21
  gonna
• 14:21
  stay?
• 14:22
  Am
• 14:22
  I
• 14:22
  gonna
• 14:22
  go?
• 14:23
  And
• 14:23
  what's
• 14:23
  the
• 14:24
  path
• 14:24
  forward
• 14:25
  for
• 14:25
  me
• 14:25
  after
• 14:25
  this
• 14:26
  has
• 14:26
  happened
• 14:26
  in
• 14:27
  my
• 14:27
  marriage?
• 14:27
  And
• 14:28
  so
• 14:29
  I
• 14:29
  got
• 14:29
  to
• 14:29
  work
• 14:30
  with
• 14:30
  her,
• 14:30
  which
• 14:30
  was
• 14:31
  really,
• 14:32
  really
• 14:32
  fun
• 14:33
  because
• 14:33
  it's
• 14:33
  such
• 14:34
  an
• 14:34
  important
• 14:34
  problem
• 14:35
  to
• 14:35
  solve.
• 14:36
  And
• 14:36
  so
• 14:36
  we
• 14:37
  worked
• 14:37
  together
• 14:38
  to
• 14:38
  really
• 14:39
  hone
• 14:39
  in
• 14:40
  on
• 14:40
  what
• 14:40
  her
• 14:41
  heroes
• 14:41
  were
• 14:42
  really
• 14:42
  struggling
• 14:43
  with,
• 14:43
  and
• 14:43
  we
• 14:44
  articulated
• 14:44
  that
• 14:44
  in
• 14:45
  a
• 14:45
  way
• 14:46
  that
• 14:46
  helped
• 14:46
  them
• 14:46
  feel
• 14:47
  seen,
• 14:48
  helped
• 14:48
  them
• 14:48
  feel
• 14:48
  heard,
• 14:49
  helped
• 14:49
  them
• 14:49
  feel
• 14:49
  not
• 14:50
  alone
• 14:50
  in
• 14:50
  their
• 14:50
  struggle.
• 14:51
  So
• 14:51
  many
• 14:51
  of
• 14:51
  our
• 14:52
  heroes
• 14:53
  feel
• 14:53
  like
• 14:53
  they're
• 14:53
  the
• 14:54
  only
• 14:54
  ones
• 14:54
  navigating
• 14:55
  this.
• 14:55
  And
• 14:56
  our
• 14:56
  job
• 14:56
  is
• 14:56
  to
• 14:56
  really
• 14:58
  gently
• 14:58
  put
• 14:58
  our
• 14:58
  hands
• 14:59
  on
• 14:59
  their
• 14:59
  back
• 14:59
  and
• 14:59
  be
• 15:00
  like,
• 15:00
  you're
• 15:00
  not
• 15:00
  alone.
• 15:01
  I
• 15:01
  understand.
• 15:02
  I
• 15:02
  get
• 15:02
  you.
• 15:03
  And
• 15:03
  not
• 15:03
  only
• 15:04
  that,
• 15:04
  here's
• 15:05
  what's
• 15:05
  possible
• 15:06
  for
• 15:06
  you.
• 15:06
  We
• 15:06
  wanna
• 15:06
  paint
• 15:07
  a
• 15:07
  picture
• 15:07
  of
• 15:07
  a
• 15:07
  brighter
• 15:08
  future
• 15:08
  and
• 15:09
  remind
• 15:09
  them
• 15:09
  they've
• 15:10
  been
• 15:10
  stuck
• 15:10
  in
• 15:10
  their
• 15:10
  problem
• 15:11
  for
• 15:12
  so
• 15:12
  long,
• 15:12
  they've.
• 15:13
  Many
• 15:13
  times
• 15:14
  forgotten
• 15:15
  what's
• 15:15
  even
• 15:15
  possible
• 15:16
  for
• 15:16
  their
• 15:16
  lives.
• 15:16
  So
• 15:17
  as
• 15:18
  the
• 15:18
  guide,
• 15:18
  it's
• 15:19
  as
• 15:19
  important
• 15:20
  to
• 15:20
  really
• 15:20
  paint
• 15:20
  that
• 15:21
  picture
• 15:21
  of
• 15:21
  a
• 15:21
  brighter
• 15:22
  future
• 15:22
  for
• 15:22
  them.
• 15:23
  And
• 15:23
  when
• 15:23
  I
• 15:23
  talk
• 15:23
  about
• 15:24
  that,
• 15:24
  I
• 15:24
  don't
• 15:24
  mean
• 15:26
  features
• 15:26
  and
• 15:26
  benefits
• 15:27
  of
• 15:27
  your
• 15:28
  offer
• 15:29
  or
• 15:29
  your
• 15:29
  program.
• 15:30
  I
• 15:30
  mean,
• 15:30
  really
• 15:31
  what's
• 15:31
  their
• 15:31
  life
• 15:31
  gonna
• 15:31
  look
• 15:32
  like
• 15:32
  after
• 15:32
  your
• 15:33
  program
• 15:34
  or
• 15:34
  after
• 15:34
  working
• 15:35
  with
• 15:35
  you.
• 15:36
  So
• 15:36
  Andrea.
• 15:38
  We
• 15:38
  got
• 15:38
  clear
• 15:38
  on
• 15:39
  all
• 15:39
  the
• 15:39
  components
• 15:40
  of
• 15:40
  Story
• 15:40
  on
• 15:40
  her
• 15:41
  hero,
• 15:41
  on
• 15:41
  their
• 15:42
  problem.
• 15:42
  We
• 15:43
  positioned
• 15:43
  her
• 15:44
  as
• 15:44
  the
• 15:45
  confident
• 15:46
  guide.
• 15:47
  She
• 15:47
  gave
• 15:47
  them
• 15:47
  a
• 15:47
  very
• 15:48
  clear
• 15:48
  and
• 15:48
  simple
• 15:49
  plan,
• 15:50
  the
• 15:50
  three
• 15:50
  next
• 15:51
  steps
• 15:51
  that
• 15:51
  they
• 15:51
  need
• 15:52
  to
• 15:52
  take.
• 15:53
  So
• 15:53
  we're
• 15:53
  not
• 15:53
  asking
• 15:54
  our
• 15:54
  clients
• 15:54
  to
• 15:54
  jump
• 15:55
  off
• 15:55
  of
• 15:55
  a
• 15:55
  cliff
• 15:56
  blindly.
• 15:56
  We
• 15:56
  want
• 15:57
  to
• 15:57
  show
• 15:57
  them.
• 15:58
  When
• 15:58
  you
• 15:58
  take
• 15:59
  this
• 15:59
  next
• 15:59
  step,
• 15:59
  here's
• 16:00
  what's
• 16:00
  gonna
• 16:00
  happen
• 16:01
  and
• 16:01
  then
• 16:01
  here's
• 16:01
  what's
• 16:01
  gonna
• 16:02
  happen.
• 16:02
  So
• 16:03
  we
• 16:03
  went
• 16:04
  through
• 16:04
  all
• 16:04
  those
• 16:04
  components.
• 16:05
  We
• 16:06
  tuned
• 16:06
  up
• 16:06
  her
• 16:06
  call
• 16:07
  to
• 16:07
  action.
• 16:07
  So
• 16:07
  it
• 16:08
  was
• 16:08
  really
• 16:08
  compelling
• 16:09
  and
• 16:09
  irresistible.
• 16:11
  And
• 16:11
  then
• 16:12
  we
• 16:12
  really
• 16:12
  showed
• 16:13
  them
• 16:13
  like
• 16:14
  what's
• 16:14
  possible
• 16:15
  for
• 16:15
  them.
• 16:15
  We
• 16:15
  also
• 16:15
  showed
• 16:16
  them
• 16:17
  we're
• 16:17
  gonna
• 16:17
  help
• 16:17
  you
• 16:18
  avoid
• 16:18
  failure.
• 16:18
  Like
• 16:19
  if
• 16:19
  you
• 16:19
  don't
• 16:19
  do
• 16:19
  anything,
• 16:20
  nothing's
• 16:21
  really
• 16:21
  gonna
• 16:21
  change.
• 16:22
  So
• 16:23
  what
• 16:23
  happened
• 16:24
  for
• 16:24
  her?
• 16:26
  She
• 16:26
  wanted
• 16:26
  to
• 16:27
  get
• 16:28
  more
• 16:28
  clients.
• 16:29
  She
• 16:29
  wanted
• 16:29
  to
• 16:30
  make
• 16:30
  a
• 16:30
  bigger
• 16:31
  impact,
• 16:31
  and
• 16:31
  that's
• 16:32
  why
• 16:32
  she
• 16:32
  came
• 16:32
  to
• 16:32
  me.
• 16:33
  And
• 16:34
  that's
• 16:34
  what
• 16:34
  happened.
• 16:35
  The
• 16:35
  other,
• 16:36
  unexpected
• 16:37
  kind
• 16:38
  of
• 16:38
  byproduct
• 16:38
  of
• 16:38
  that
• 16:39
  was
• 16:40
  she
• 16:40
  started
• 16:41
  to
• 16:41
  really
• 16:41
  understand
• 16:43
  the
• 16:43
  power
• 16:43
  and
• 16:43
  the
• 16:43
  importance
• 16:44
  of
• 16:44
  the
• 16:44
  work
• 16:45
  that
• 16:45
  she
• 16:45
  did.
• 16:46
  So.
• 16:47
  When
• 16:47
  I
• 16:47
  talked
• 16:48
  to
• 16:48
  her
• 16:48
  a
• 16:48
  couple
• 16:48
  months
• 16:49
  later,
• 16:49
  she
• 16:49
  was
• 16:50
  like,
• 16:51
  I
• 16:51
  was
• 16:51
  not
• 16:51
  expecting
• 16:52
  this,
• 16:52
  but
• 16:53
  I
• 16:53
  am
• 16:54
  moving
• 16:54
  through
• 16:54
  the
• 16:54
  world
• 16:55
  with
• 16:55
  so
• 16:55
  much
• 16:55
  more
• 16:55
  confidence
• 16:56
  when
• 16:56
  I
• 16:56
  have
• 16:57
  the
• 16:57
  words
• 16:58
  to
• 16:58
  clearly
• 16:59
  articulate
• 16:59
  what
• 16:59
  I
• 17:00
  do,
• 17:01
  and
• 17:01
  I
• 17:01
  know
• 17:02
  in
• 17:02
  my
• 17:02
  bones
• 17:03
  how
• 17:03
  important
• 17:04
  it
• 17:04
  is
• 17:05
  I
• 17:05
  show
• 17:06
  up
• 17:06
  to
• 17:06
  my
• 17:06
  sales
• 17:06
  calls
• 17:07
  differently.
• 17:08
  I'm
• 17:08
  not
• 17:09
  selling
• 17:09
  them
• 17:09
  anymore.
• 17:10
  I'm
• 17:11
  just
• 17:11
  the
• 17:11
  guide
• 17:12
  and
• 17:12
  uncovering
• 17:13
  their
• 17:14
  story
• 17:15
  and
• 17:15
  positioning
• 17:16
  them
• 17:16
  as
• 17:17
  the
• 17:17
  hero
• 17:17
  and
• 17:18
  as
• 17:18
  a
• 17:18
  result,
• 17:19
  she
• 17:20
  had
• 17:20
  been
• 17:20
  closing
• 17:22
  about
• 17:22
  20%
• 17:23
  of
• 17:23
  her
• 17:24
  sales
• 17:24
  calls.
• 17:25
  So
• 17:25
  for
• 17:25
  every
• 17:25
  10
• 17:26
  calls
• 17:26
  she
• 17:26
  got
• 17:27
  on,
• 17:27
  she
• 17:27
  got
• 17:28
  about
• 17:28
  two
• 17:29
  clients
• 17:29
  out
• 17:29
  of
• 17:30
  that,
• 17:31
  which
• 17:31
  is
• 17:31
  not
• 17:32
  bad.
• 17:32
  I
• 17:32
  mean,
• 17:33
  that's
• 17:33
  not
• 17:33
  bad.
• 17:34
  And
• 17:34
  her
• 17:34
  business
• 17:35
  was
• 17:35
  doing
• 17:36
  well,
• 17:37
  but
• 17:37
  after
• 17:37
  we
• 17:38
  went
• 17:38
  through
• 17:38
  this
• 17:38
  process,
• 17:40
  she
• 17:40
  was
• 17:41
  closing
• 17:42
  90
• 17:42
  5%
• 17:43
  close
• 17:43
  rates.
• 17:44
  So
• 17:44
  for
• 17:44
  every
• 17:44
  10
• 17:45
  calls
• 17:45
  she
• 17:45
  got
• 17:46
  on,
• 17:46
  she
• 17:46
  was
• 17:47
  getting
• 17:47
  nine
• 17:47
  and
• 17:47
  a
• 17:47
  half
• 17:48
  new
• 17:48
  clients
• 17:49
  and
• 17:50
  it
• 17:50
  just,
• 17:50
  it
• 17:50
  totally
• 17:51
  changed
• 17:51
  her
• 17:51
  business
• 17:52
  and
• 17:52
  now
• 17:52
  she
• 17:52
  is
• 17:53
  very
• 17:54
  consistently
• 17:55
  hitting,
• 17:56
  50
• 17:56
  K
• 17:56
  months,
• 17:56
  month
• 17:57
  after
• 17:57
  month.
• 17:58
  My
• 17:58
  goodness.
• 17:59
  That's
• 17:59
  amazing
• 18:00
  that
• 18:00
  you
• 18:00
  can
• 18:01
  use
• 18:01
  this
• 18:01
  on
• 18:02
  sales
• 18:02
  calls
• 18:02
  as
• 18:03
  well.
• 18:03
  So
• 18:03
  when
• 18:03
  I
• 18:03
  talk
• 18:04
  about
• 18:04
  like
• 18:04
  how
• 18:05
  to
• 18:05
  replace
• 18:05
  all
• 18:06
  your
• 18:06
  marketing
• 18:06
  with
• 18:07
  a
• 18:07
  single
• 18:07
  story,
• 18:08
  one
• 18:09
  of
• 18:09
  those
• 18:09
  components
• 18:10
  is
• 18:10
  the
• 18:10
  sales
• 18:11
  call.
• 18:11
  How
• 18:11
  do
• 18:12
  you
• 18:12
  use
• 18:13
  a
• 18:13
  story-driven
• 18:14
  approach
• 18:14
  in
• 18:15
  your
• 18:15
  sales
• 18:15
  calls?
• 18:16
  So
• 18:16
  you're
• 18:16
  not
• 18:17
  selling
• 18:17
  anymore,
• 18:17
  you're
• 18:18
  just
• 18:18
  really
• 18:18
  allowing
• 18:19
  the
• 18:19
  story
• 18:19
  to
• 18:20
  unfold
• 18:21
  on
• 18:21
  the
• 18:21
  call
• 18:22
  and
• 18:22
  standing
• 18:23
  in
• 18:23
  as
• 18:24
  the
• 18:24
  strongest
• 18:25
  character
• 18:25
  in
• 18:25
  this
• 18:25
  story,
• 18:26
  which
• 18:26
  is
• 18:26
  the
• 18:26
  guide.
• 18:27
  Wow.
• 18:28
  Love
• 18:28
  it.
• 18:29
  So
• 18:29
  if
• 18:29
  someone
• 18:30
  is
• 18:30
  listening
• 18:31
  and
• 18:31
  wondering
• 18:32
  where
• 18:32
  they
• 18:32
  even
• 18:33
  begin
• 18:33
  with
• 18:34
  thinking
• 18:35
  about
• 18:35
  this
• 18:35
  story,
• 18:36
  where
• 18:36
  would
• 18:36
  they
• 18:37
  start?
• 18:38
  The
• 18:38
  best
• 18:39
  thing
• 18:39
  to
• 18:39
  do
• 18:39
  is
• 18:40
  to
• 18:40
  go
• 18:40
  to
• 18:40
  my
• 18:40
  website,
• 18:41
  which
• 18:41
  is
• 18:41
  red
• 18:42
  door
• 18:42
  stories.com,
• 18:45
  and
• 18:45
  you
• 18:45
  can
• 18:45
  go
• 18:45
  to
• 18:46
  the
• 18:46
  resources
• 18:46
  page
• 18:47
  and
• 18:47
  the
• 18:48
  number
• 18:48
  one
• 18:48
  thing
• 18:49
  you
• 18:49
  should
• 18:49
  do
• 18:49
  is
• 18:49
  just
• 18:50
  download
• 18:50
  that
• 18:50
  free
• 18:51
  resource.
• 18:51
  It's
• 18:52
  called
• 18:53
  How
• 18:53
  to
• 18:53
  Write
• 18:53
  Compelling
• 18:54
  Copy
• 18:54
  in
• 18:54
  five
• 18:55
  Minutes
• 18:55
  Flat.
• 18:56
  That
• 18:56
  will
• 18:57
  be
• 18:57
  the
• 18:58
  way
• 18:58
  you
• 18:59
  shift
• 18:59
  the
• 18:59
  lens
• 19:00
  around
• 19:01
  how
• 19:01
  you
• 19:01
  talk
• 19:01
  about
• 19:01
  your
• 19:02
  business.
• 19:02
  So
• 19:03
  it's
• 19:03
  a
• 19:03
  five
• 19:04
  minute
• 19:04
  training
• 19:05
  and
• 19:06
  it
• 19:06
  comes
• 19:07
  with
• 19:07
  a
• 19:07
  worksheet.
• 19:08
  It
• 19:08
  won't
• 19:09
  take
• 19:09
  you
• 19:09
  more
• 19:09
  than
• 19:10
  15
• 19:10
  minutes
• 19:11
  total.
• 19:12
  I'm
• 19:12
  gonna
• 19:12
  show
• 19:12
  you
• 19:12
  exactly
• 19:13
  how
• 19:13
  to
• 19:14
  really
• 19:15
  identify
• 19:16
  your
• 19:16
  hero
• 19:17
  and
• 19:17
  position
• 19:17
  yourself
• 19:18
  as
• 19:18
  the
• 19:18
  guide
• 19:19
  and
• 19:20
  paint
• 19:20
  that
• 19:20
  picture
• 19:20
  of
• 19:20
  a
• 19:21
  brighter
• 19:21
  future.
• 19:22
  And
• 19:22
  that's
• 19:23
  the
• 19:23
  process.
• 19:23
  It
• 19:24
  doesn't
• 19:24
  have
• 19:24
  to
• 19:24
  be
• 19:24
  hard.
• 19:25
  I
• 19:25
  mean,
• 19:25
  in
• 19:25
  under
• 19:26
  an
• 19:26
  hour,
• 19:26
  you
• 19:26
  can
• 19:27
  really
• 19:27
  shift
• 19:28
  the
• 19:28
  way
• 19:28
  you
• 19:28
  do
• 19:28
  all
• 19:29
  your
• 19:29
  marketing.
• 19:30
  I
• 19:30
  will
• 19:30
  be
• 19:31
  heading
• 19:31
  over
• 19:31
  there
• 19:31
  after
• 19:32
  this
• 19:32
  call.
• 19:33
  And
• 19:33
  you
• 19:33
  mentioned
• 19:34
  you
• 19:34
  can
• 19:34
  change
• 19:35
  it
• 19:35
  up
• 19:35
  depending
• 19:36
  on
• 19:36
  what
• 19:36
  you
• 19:37
  need.
• 19:37
  So
• 19:38
  Instagram,
• 19:39
  LinkedIn,
• 19:39
  a
• 19:39
  podcast
• 19:40
  interview,
• 19:40
  a
• 19:40
  sales
• 19:40
  call.
• 19:42
  How
• 19:43
  do
• 19:43
  you
• 19:44
  do
• 19:44
  that?
• 19:45
  Yeah,
• 19:45
  so
• 19:46
  like
• 19:46
  for
• 19:46
  your
• 19:46
  website,
• 19:48
  you've
• 19:48
  got
• 19:49
  all
• 19:49
  these
• 19:49
  components,
• 19:50
  right?
• 19:50
  The
• 19:50
  hero
• 19:51
  that
• 19:51
  has
• 19:51
  a
• 19:52
  problem
• 19:52
  meets
• 19:53
  a
• 19:53
  guide.
• 19:53
  The
• 19:53
  guide
• 19:54
  gives
• 19:54
  them
• 19:54
  a
• 19:54
  plan
• 19:55
  that
• 19:55
  calls
• 19:56
  them
• 19:56
  to
• 19:56
  action,
• 19:57
  and
• 19:57
  that
• 19:57
  results
• 19:58
  in
• 19:58
  success.
• 20:00
  Or
• 20:01
  helping
• 20:01
  them
• 20:01
  avoid
• 20:01
  failure,
• 20:02
  right?
• 20:02
  So
• 20:03
  those
• 20:03
  are
• 20:03
  kind
• 20:03
  of
• 20:03
  the
• 20:03
  components
• 20:04
  and
• 20:05
  all
• 20:05
  of
• 20:05
  those
• 20:06
  can
• 20:06
  be
• 20:06
  tackled
• 20:07
  in
• 20:07
  two
• 20:07
  sentences.
• 20:09
  That
• 20:09
  would
• 20:09
  be
• 20:10
  the
• 20:10
  way
• 20:10
  you
• 20:10
  answer
• 20:11
  the
• 20:11
  question.
• 20:11
  What
• 20:12
  do
• 20:12
  you
• 20:12
  do?
• 20:12
  When
• 20:12
  we
• 20:13
  get
• 20:13
  that
• 20:13
  question,
• 20:13
  what
• 20:13
  do
• 20:14
  you
• 20:14
  do?
• 20:14
  We
• 20:14
  often
• 20:15
  will
• 20:15
  cringe
• 20:16
  or
• 20:16
  freeze
• 20:17
  or
• 20:18
  spit
• 20:18
  out
• 20:18
  a
• 20:18
  two
• 20:18
  word
• 20:19
  answer
• 20:19
  or
• 20:20
  go
• 20:20
  into
• 20:20
  a
• 20:20
  very
• 20:21
  long
• 20:21
  answer.
• 20:22
  None
• 20:22
  of
• 20:22
  those
• 20:23
  approaches
• 20:24
  invite
• 20:25
  an
• 20:25
  engaging
• 20:26
  conversation,
• 20:27
  right?
• 20:27
  So
• 20:27
  we
• 20:27
  really
• 20:27
  wanna
• 20:28
  answer
• 20:29
  that
• 20:29
  question
• 20:30
  using
• 20:30
  story,
• 20:31
  just
• 20:31
  starting
• 20:32
  with
• 20:32
  the
• 20:32
  problem
• 20:32
  that
• 20:33
  the
• 20:33
  hero's
• 20:33
  struggling
• 20:34
  with.
• 20:34
  Talk
• 20:34
  about
• 20:35
  how
• 20:35
  we
• 20:35
  solve
• 20:36
  that
• 20:36
  problem
• 20:37
  and
• 20:37
  show
• 20:37
  them
• 20:37
  what's
• 20:38
  in
• 20:38
  it
• 20:38
  for
• 20:38
  them.
• 20:38
  I
• 20:38
  mean,
• 20:39
  our
• 20:39
  brains
• 20:39
  are
• 20:39
  constantly.
• 20:40
  Scanning
• 20:40
  our
• 20:40
  environment,
• 20:41
  trying
• 20:41
  to
• 20:42
  figure
• 20:42
  out
• 20:42
  what's
• 20:42
  in
• 20:42
  it
• 20:43
  for
• 20:43
  me,
• 20:43
  what's
• 20:43
  in
• 20:43
  it
• 20:43
  for
• 20:44
  me?
• 20:44
  And
• 20:44
  that's,
• 20:44
  it's
• 20:44
  not
• 20:45
  like
• 20:45
  a
• 20:45
  narcissistic
• 20:46
  thing
• 20:47
  to
• 20:47
  do,
• 20:47
  it's
• 20:47
  just
• 20:48
  how
• 20:48
  we've
• 20:48
  survived
• 20:49
  as
• 20:49
  humans.
• 20:50
  So
• 20:50
  a
• 20:51
  lot
• 20:51
  of
• 20:51
  story
• 20:52
  is
• 20:52
  really
• 20:52
  about
• 20:53
  psychology
• 20:54
  and
• 20:54
  how
• 20:54
  we
• 20:54
  can
• 20:55
  work
• 20:55
  with
• 20:55
  human
• 20:55
  brain
• 20:56
  to
• 20:57
  really.
• 20:58
  Cultivate
• 20:58
  that
• 20:59
  connection
• 21:00
  authentically,
• 21:01
  right?
• 21:01
  The
• 21:01
  right
• 21:01
  story
• 21:03
  is
• 21:03
  gonna
• 21:04
  pull
• 21:04
  in
• 21:04
  those
• 21:04
  right
• 21:05
  fit
• 21:05
  clients,
• 21:06
  and
• 21:06
  it's
• 21:06
  also
• 21:07
  gonna
• 21:07
  repel
• 21:07
  the
• 21:07
  ones
• 21:08
  that
• 21:08
  are
• 21:08
  not
• 21:09
  the
• 21:09
  right
• 21:09
  fit,
• 21:10
  and
• 21:10
  that's
• 21:10
  as
• 21:11
  important.
• 21:11
  'cause
• 21:12
  there's
• 21:12
  nothing
• 21:12
  worse
• 21:13
  than
• 21:13
  working
• 21:13
  with
• 21:14
  clients
• 21:14
  who
• 21:14
  aren't
• 21:15
  the
• 21:15
  right
• 21:15
  fit,
• 21:15
  number
• 21:15
  one.
• 21:16
  And
• 21:16
  there's
• 21:16
  nothing
• 21:17
  worse
• 21:17
  than
• 21:18
  getting
• 21:18
  on
• 21:18
  the
• 21:18
  phone
• 21:18
  and
• 21:19
  wasting
• 21:20
  30
• 21:21
  or
• 21:21
  40
• 21:21
  minutes
• 21:21
  of
• 21:22
  your
• 21:22
  time
• 21:22
  with
• 21:23
  someone
• 21:23
  who
• 21:23
  is
• 21:23
  just
• 21:24
  totally
• 21:25
  not,
• 21:25
  you
• 21:26
  know,
• 21:26
  the
• 21:26
  right
• 21:26
  fit
• 21:27
  for
• 21:27
  you.
• 21:27
  And
• 21:27
  so.
• 21:29
  It
• 21:29
  allows
• 21:30
  the
• 21:30
  business
• 21:30
  to
• 21:30
  become
• 21:31
  really,
• 21:31
  really
• 21:32
  efficient.
• 21:32
  So
• 21:33
  to
• 21:33
  answer
• 21:33
  your
• 21:33
  question,
• 21:34
  the
• 21:34
  website,
• 21:35
  we've
• 21:35
  got
• 21:36
  a
• 21:36
  lot
• 21:36
  more
• 21:36
  real
• 21:36
  estate
• 21:37
  on
• 21:37
  the
• 21:37
  website.
• 21:38
  So
• 21:38
  we
• 21:38
  can
• 21:38
  go
• 21:39
  deeper
• 21:39
  into
• 21:40
  each
• 21:40
  of
• 21:40
  those
• 21:41
  components
• 21:42
  and
• 21:42
  expand
• 21:43
  on
• 21:43
  them
• 21:44
  in
• 21:44
  a
• 21:44
  deeper
• 21:44
  way,
• 21:45
  much
• 21:46
  deeper
• 21:46
  than
• 21:46
  we
• 21:47
  could
• 21:47
  like
• 21:47
  in
• 21:48
  an
• 21:48
  Instagram
• 21:49
  profile.
• 21:50
  Yeah.
• 21:51
  Love
• 21:51
  it.
• 21:51
  So
• 21:52
  it
• 21:52
  is
• 21:52
  just
• 21:52
  like,
• 21:53
  get
• 21:53
  the
• 21:53
  components
• 21:54
  and
• 21:54
  then
• 21:54
  you
• 21:54
  can
• 21:55
  go
• 21:55
  deeper
• 21:56
  or,
• 21:56
  or
• 21:56
  less
• 21:57
  Yes.
• 21:57
  As
• 21:57
  needed.
• 21:59
  Yes.
• 21:59
  It's
• 21:59
  like
• 22:00
  a
• 22:00
  fine
• 22:00
  wine.
• 22:01
  I'm
• 22:01
  not
• 22:01
  a
• 22:01
  wine
• 22:02
  drinker,
• 22:02
  but
• 22:02
  like,
• 22:03
  I
• 22:03
  think
• 22:04
  once
• 22:04
  you
• 22:04
  get
• 22:04
  into
• 22:05
  wine
• 22:05
  you
• 22:05
  realize,
• 22:06
  oh
• 22:06
  my
• 22:06
  gosh,
• 22:06
  there's
• 22:07
  nuances
• 22:07
  in
• 22:07
  here
• 22:08
  and,
• 22:08
  and
• 22:08
  I
• 22:08
  can
• 22:08
  go
• 22:09
  deep
• 22:09
  with
• 22:09
  this,
• 22:10
  or
• 22:10
  I
• 22:10
  can
• 22:10
  just
• 22:11
  enjoy
• 22:11
  a
• 22:12
  glass
• 22:12
  of
• 22:12
  cabernet
• 22:13
  and
• 22:13
  call
• 22:13
  it
• 22:13
  good.
• 22:14
  Totally.
• 22:15
  And
• 22:15
  tell
• 22:16
  me
• 22:16
  about
• 22:16
  your
• 22:16
  story
• 22:17
  then.
• 22:17
  How
• 22:18
  did
• 22:18
  you
• 22:18
  get
• 22:18
  to
• 22:18
  be
• 22:19
  doing
• 22:19
  what
• 22:19
  you're
• 22:19
  doing?
• 22:20
  I've
• 22:20
  been
• 22:20
  in
• 22:20
  the
• 22:20
  industry
• 22:21
  23
• 22:22
  years,
• 22:22
  which
• 22:23
  is
• 22:23
  crazy.
• 22:24
  I
• 22:24
  figured
• 22:24
  out
• 22:25
  that
• 22:25
  this
• 22:25
  was
• 22:26
  really
• 22:27
  my
• 22:27
  purpose.
• 22:29
  Let
• 22:29
  me
• 22:29
  start
• 22:29
  here
• 22:30
  i
• 22:31
  have
• 22:31
  always
• 22:32
  been
• 22:32
  a
• 22:32
  visual
• 22:33
  storyteller,
• 22:34
  always
• 22:34
  been
• 22:34
  very
• 22:35
  much
• 22:35
  visual
• 22:36
  and
• 22:37
  love
• 22:38
  telling
• 22:38
  a
• 22:38
  story
• 22:39
  with
• 22:39
  visuals.
• 22:40
  So
• 22:41
  it's
• 22:41
  no
• 22:42
  mystery
• 22:43
  why
• 22:43
  I
• 22:43
  got
• 22:43
  involved
• 22:44
  in
• 22:44
  like
• 22:45
  branding
• 22:46
  and
• 22:46
  design
• 22:47
  and
• 22:47
  that
• 22:48
  area
• 22:48
  of
• 22:48
  marketing
• 22:49
  pretty
• 22:49
  early
• 22:49
  on.
• 22:50
  And
• 22:50
  I
• 22:50
  was
• 22:50
  lucky
• 22:50
  enough
• 22:51
  to
• 22:51
  be
• 22:51
  hired
• 22:51
  by
• 22:52
  Nike
• 22:53
  and
• 22:53
  worked
• 22:54
  with
• 22:54
  some
• 22:54
  of
• 22:54
  the
• 22:54
  best
• 22:55
  designers
• 22:55
  in
• 22:55
  the
• 22:56
  world
• 22:56
  in
• 22:56
  their
• 22:56
  brand
• 22:57
  design
• 22:57
  departments.
• 22:58
  So
• 22:58
  I
• 22:58
  really
• 22:59
  honed
• 22:59
  my
• 22:59
  skills
• 23:00
  around
• 23:01
  visual
• 23:01
  storytelling,
• 23:02
  through
• 23:03
  that
• 23:03
  process
• 23:04
  I'm
• 23:04
  wired
• 23:05
  for
• 23:05
  entrepreneurship,
• 23:06
  so
• 23:06
  I
• 23:06
  always
• 23:06
  knew
• 23:07
  like,
• 23:07
  I'm
• 23:07
  gonna
• 23:07
  have
• 23:08
  my
• 23:08
  own
• 23:08
  business.
• 23:08
  I
• 23:09
  just
• 23:09
  need
• 23:09
  to
• 23:09
  get
• 23:09
  experience
• 23:10
  under
• 23:10
  my
• 23:10
  belt.
• 23:11
  I
• 23:12
  eventually
• 23:12
  opened
• 23:12
  up
• 23:12
  my
• 23:13
  own
• 23:13
  business
• 23:14
  and
• 23:14
  I
• 23:14
  was
• 23:15
  really
• 23:15
  drawn
• 23:15
  to
• 23:15
  working
• 23:16
  with
• 23:16
  people
• 23:17
  that
• 23:17
  were
• 23:17
  like
• 23:17
  me,
• 23:18
  meaning
• 23:19
  solopreneurs,
• 23:21
  small
• 23:21
  businesses,
• 23:22
  people
• 23:23
  that
• 23:23
  were
• 23:23
  really,
• 23:24
  doing
• 23:24
  the
• 23:24
  work
• 23:24
  that
• 23:25
  they're
• 23:25
  put
• 23:25
  on
• 23:26
  the
• 23:26
  planet
• 23:26
  to
• 23:27
  do.
• 23:27
  That
• 23:28
  clicked
• 23:28
  in
• 23:28
  also
• 23:29
  fairly
• 23:29
  early
• 23:30
  on,
• 23:30
  and
• 23:30
  I
• 23:30
  was
• 23:30
  just
• 23:31
  loving
• 23:32
  the
• 23:33
  relationships
• 23:33
  that
• 23:33
  I
• 23:33
  was
• 23:34
  building
• 23:34
  with
• 23:34
  my
• 23:34
  clients.
• 23:35
  For
• 23:35
  me,
• 23:35
  it
• 23:36
  was
• 23:36
  really
• 23:36
  fun
• 23:36
  to
• 23:37
  watch
• 23:37
  the
• 23:37
  transformation.
• 23:38
  I
• 23:38
  think
• 23:39
  coaches
• 23:39
  and
• 23:39
  small
• 23:40
  business
• 23:40
  owners
• 23:41
  can
• 23:42
  reap
• 23:42
  the
• 23:42
  greatest
• 23:43
  rewards
• 23:44
  from
• 23:44
  great
• 23:44
  storytelling.
• 23:45
  So
• 23:45
  that
• 23:46
  was
• 23:46
  really
• 23:46
  fun
• 23:46
  for
• 23:46
  me.
• 23:48
  And
• 23:49
  there
• 23:49
  was
• 23:49
  a
• 23:49
  client
• 23:50
  that,
• 23:51
  came
• 23:51
  to
• 23:51
  me,
• 23:52
  her
• 23:52
  name
• 23:52
  was
• 23:52
  Elise,
• 23:53
  and
• 23:54
  she
• 23:54
  had
• 23:54
  a
• 23:54
  background
• 23:55
  in
• 23:55
  publishing
• 23:55
  and
• 23:56
  writing.
• 23:56
  She
• 23:56
  was,
• 23:57
  really
• 23:57
  a
• 23:57
  good
• 23:57
  writer.
• 23:58
  And
• 23:59
  so
• 23:59
  she
• 23:59
  was
• 23:59
  like,
• 23:59
  I
• 23:59
  want
• 24:00
  you
• 24:00
  to
• 24:00
  make
• 24:00
  my
• 24:01
  website
• 24:01
  beautiful.
• 24:02
  And
• 24:02
  this
• 24:03
  is
• 24:03
  still
• 24:03
  kind
• 24:03
  of
• 24:03
  early
• 24:04
  days
• 24:04
  in
• 24:05
  the
• 24:05
  internet.
• 24:07
  So
• 24:07
  I'm
• 24:07
  like,
• 24:07
  okay,
• 24:08
  no
• 24:08
  problem.
• 24:08
  You
• 24:09
  write
• 24:09
  the
• 24:09
  website
• 24:10
  copy,
• 24:11
  I'll
• 24:11
  take
• 24:11
  that
• 24:11
  and
• 24:12
  I'll
• 24:12
  build
• 24:12
  your
• 24:12
  website.
• 24:15
  Send
• 24:15
  over
• 24:16
  your
• 24:16
  Google
• 24:17
  Doc
• 24:17
  to
• 24:17
  me
• 24:18
  on
• 24:18
  April
• 24:19
  2nd,
• 24:20
  and
• 24:20
  then
• 24:21
  I'll
• 24:21
  need
• 24:21
  two
• 24:21
  weeks
• 24:22
  to
• 24:22
  build
• 24:22
  the
• 24:22
  website
• 24:23
  and
• 24:23
  then
• 24:23
  we'll
• 24:23
  launch
• 24:24
  on
• 24:24
  time.
• 24:25
  And
• 24:26
  what
• 24:26
  happened
• 24:27
  was,
• 24:27
  I
• 24:28
  got
• 24:28
  a
• 24:28
  call
• 24:28
  that
• 24:28
  morning
• 24:29
  of
• 24:29
  April
• 24:29
  2nd
• 24:30
  and
• 24:30
  she
• 24:31
  had
• 24:31
  been
• 24:31
  up
• 24:31
  all
• 24:31
  night.
• 24:31
  She
• 24:32
  was
• 24:33
  so
• 24:34
  stressed.
• 24:34
  She
• 24:35
  was
• 24:35
  so
• 24:35
  frustrated,
• 24:36
  and
• 24:36
  she
• 24:37
  was
• 24:37
  like.
• 24:38
  I
• 24:38
  don't
• 24:38
  know
• 24:38
  what's
• 24:38
  going
• 24:39
  on.
• 24:39
  I
• 24:39
  am
• 24:40
  a
• 24:40
  good
• 24:40
  writer.
• 24:41
  I've
• 24:41
  been
• 24:41
  writing
• 24:42
  for
• 24:42
  years,
• 24:43
  and
• 24:44
  I
• 24:44
  cannot
• 24:45
  crack
• 24:46
  the
• 24:46
  code
• 24:46
  on
• 24:46
  this
• 24:46
  website
• 24:47
  copy.
• 24:47
  Like
• 24:48
  it's,
• 24:48
  it's
• 24:48
  so
• 24:49
  hard.
• 24:49
  And
• 24:49
  the
• 24:49
  harder
• 24:49
  I
• 24:50
  try,
• 24:50
  the
• 24:50
  worse
• 24:51
  it
• 24:51
  gets.
• 24:52
  And
• 24:53
  can
• 24:53
  you
• 24:53
  please
• 24:54
  help
• 24:54
  me?
• 24:55
  And
• 24:55
  I
• 24:55
  was
• 24:55
  like,
• 24:56
  Ugh.
• 24:56
  Well,
• 24:57
  I,
• 24:58
  we
• 24:58
  kind
• 24:58
  of
• 24:58
  brainstormed
• 24:59
  some
• 24:59
  ideas.
• 24:59
  Here
• 25:00
  are
• 25:00
  a
• 25:00
  couple
• 25:00
  copywriters
• 25:01
  that
• 25:01
  I
• 25:02
  know.
• 25:03
  You
• 25:03
  can
• 25:03
  hire
• 25:03
  them.
• 25:04
  Maybe
• 25:04
  you
• 25:04
  talk
• 25:05
  to
• 25:05
  one
• 25:05
  of
• 25:05
  your
• 25:06
  clients
• 25:06
  and
• 25:07
  interview
• 25:07
  them,
• 25:07
  get
• 25:08
  some
• 25:08
  information
• 25:08
  that
• 25:09
  way.
• 25:10
  Here
• 25:10
  are
• 25:10
  a
• 25:10
  couple
• 25:10
  templates.
• 25:11
  We
• 25:12
  just
• 25:12
  brainstormed
• 25:12
  some
• 25:13
  ideas
• 25:13
  and
• 25:13
  ultimately
• 25:15
  none
• 25:15
  of
• 25:15
  it
• 25:15
  worked.
• 25:16
  Like
• 25:16
  she
• 25:16
  went
• 25:16
  through
• 25:17
  both
• 25:17
  copywriters
• 25:18
  and,
• 25:18
  and
• 25:19
  it
• 25:19
  just
• 25:19
  didn't
• 25:20
  work
• 25:21
  because
• 25:21
  you
• 25:21
  can't
• 25:22
  outsource
• 25:23
  your
• 25:23
  own
• 25:23
  voice,
• 25:24
  your
• 25:24
  story
• 25:26
  isn't
• 25:26
  invented
• 25:27
  outside
• 25:27
  of
• 25:27
  you.
• 25:27
  It's
• 25:28
  mind
• 25:29
  from
• 25:29
  within
• 25:30
  your
• 25:30
  head
• 25:30
  and
• 25:30
  your
• 25:30
  heart.
• 25:31
  And
• 25:31
  so
• 25:33
  often
• 25:33
  as
• 25:33
  business
• 25:34
  owners,
• 25:34
  when
• 25:34
  we
• 25:34
  get
• 25:35
  to
• 25:35
  a
• 25:35
  certain
• 25:35
  point,
• 25:36
  we're
• 25:36
  like,
• 25:36
  okay,
• 25:36
  I
• 25:36
  don't
• 25:37
  have
• 25:37
  the
• 25:37
  bandwidth.
• 25:38
  I'm
• 25:38
  gonna
• 25:38
  outsource
• 25:39
  my
• 25:39
  copy.
• 25:40
  But
• 25:40
  then
• 25:41
  it
• 25:41
  comes
• 25:41
  back
• 25:41
  and
• 25:42
  it
• 25:42
  doesn't
• 25:42
  quite
• 25:43
  feel
• 25:43
  quite
• 25:43
  right.
• 25:44
  It
• 25:44
  doesn't
• 25:44
  feel
• 25:44
  like
• 25:45
  you,
• 25:45
  it
• 25:45
  feels
• 25:45
  off
• 25:46
  and
• 25:47
  it's
• 25:47
  off
• 25:47
  because
• 25:48
  you
• 25:49
  know
• 25:49
  it's
• 25:49
  not
• 25:49
  your
• 25:49
  voice
• 25:50
  and,
• 25:50
  and
• 25:51
  you
• 25:51
  can't
• 25:51
  outsource
• 25:52
  that.
• 25:52
  Collaboration
• 25:53
  is
• 25:53
  so
• 25:54
  critical
• 25:55
  and
• 25:55
  so
• 25:56
  essential
• 25:56
  to
• 25:57
  my
• 25:57
  process
• 25:58
  because
• 25:59
  it
• 25:59
  has
• 25:59
  to
• 25:59
  be
• 26:00
  your
• 26:00
  website
• 26:01
  and
• 26:01
  your
• 26:01
  story
• 26:02
  has
• 26:02
  to
• 26:02
  really
• 26:03
  feel
• 26:04
  so
• 26:04
  truly
• 26:04
  aligned
• 26:05
  with
• 26:05
  you
• 26:05
  and
• 26:05
  such
• 26:06
  a
• 26:06
  beautiful
• 26:06
  extension
• 26:07
  of
• 26:07
  you,
• 26:08
  and
• 26:09
  collaboration
• 26:10
  is
• 26:11
  the
• 26:11
  key
• 26:12
  to
• 26:12
  getting
• 26:12
  there.
• 26:12
  So
• 26:13
  Elise,
• 26:14
  Elise
• 26:15
  kind
• 26:15
  of
• 26:15
  w.
• 26:16
  In
• 26:16
  my
• 26:17
  professional
• 26:17
  life,
• 26:18
  that
• 26:19
  project
• 26:19
  was
• 26:20
  my
• 26:21
  motivator
• 26:22
  for
• 26:22
  never
• 26:22
  letting
• 26:23
  this
• 26:23
  ever,
• 26:24
  ever
• 26:24
  happen
• 26:24
  again.
• 26:25
  And
• 26:25
  so
• 26:25
  I
• 26:25
  just
• 26:26
  said,
• 26:26
  okay,
• 26:26
  I'm
• 26:26
  a
• 26:27
  masterful
• 26:27
  visual
• 26:28
  storyteller,
• 26:29
  but
• 26:29
  I
• 26:29
  really
• 26:29
  wanna
• 26:30
  tell
• 26:30
  a
• 26:30
  powerful
• 26:31
  written
• 26:31
  story,
• 26:32
  and
• 26:32
  I
• 26:32
  wanna
• 26:32
  pair
• 26:32
  that
• 26:33
  with
• 26:33
  beautiful
• 26:33
  design.
• 26:34
  And
• 26:34
  so
• 26:35
  I
• 26:36
  dug
• 26:37
  deep,
• 26:37
  I
• 26:37
  flew
• 26:38
  across
• 26:38
  the
• 26:38
  country,
• 26:39
  I
• 26:39
  went
• 26:39
  to
• 26:39
  workshops,
• 26:40
  I
• 26:41
  read
• 26:41
  books.
• 26:41
  I
• 26:42
  became
• 26:42
  one
• 26:42
  of
• 26:42
  the
• 26:42
  very
• 26:43
  first
• 26:43
  story
• 26:44
  brand
• 26:44
  guides.
• 26:45
  And
• 26:46
  I
• 26:46
  just,
• 26:46
  I
• 26:46
  delve
• 26:47
  deep
• 26:47
  into
• 26:48
  story.
• 26:48
  And
• 26:49
  ever
• 26:50
  since
• 26:50
  that
• 26:50
  time,
• 26:51
  I've
• 26:51
  never
• 26:52
  worked
• 26:52
  on
• 26:52
  a
• 26:52
  project
• 26:53
  again
• 26:53
  where
• 26:53
  I
• 26:54
  didn't
• 26:54
  integrate
• 26:55
  story.
• 26:56
  Into
• 26:57
  the
• 26:57
  project
• 26:58
  period.
• 26:58
  I
• 26:58
  used
• 26:58
  to
• 26:59
  be
• 26:59
  like
• 27:02
  creating
• 27:03
  a
• 27:03
  design
• 27:03
  and
• 27:03
  then
• 27:04
  the
• 27:04
  story
• 27:04
  was
• 27:04
  kind
• 27:05
  of
• 27:05
  an
• 27:05
  afterthought,
• 27:05
  or
• 27:06
  the
• 27:06
  words
• 27:06
  were
• 27:06
  an
• 27:06
  afterthought
• 27:07
  to
• 27:07
  me.
• 27:07
  Like,
• 27:08
  okay,
• 27:08
  here's
• 27:08
  the
• 27:08
  area.
• 27:09
  Just
• 27:09
  fill
• 27:10
  in
• 27:10
  this
• 27:10
  box
• 27:11
  with
• 27:11
  copy
• 27:12
  and.
• 27:12
  Toward,
• 27:13
  you
• 27:13
  know,
• 27:13
  after
• 27:13
  the
• 27:14
  design
• 27:14
  was
• 27:14
  done.
• 27:15
  Now
• 27:16
  I
• 27:16
  always
• 27:17
  start
• 27:17
  with
• 27:17
  story
• 27:18
  that
• 27:18
  everything
• 27:19
  begins
• 27:20
  with
• 27:20
  the
• 27:20
  words
• 27:21
  and
• 27:21
  the
• 27:21
  story,
• 27:21
  and
• 27:22
  then
• 27:22
  the
• 27:22
  design
• 27:23
  is
• 27:24
  important,
• 27:24
  but
• 27:24
  it's
• 27:25
  secondary.
• 27:25
  That
• 27:26
  design
• 27:26
  is
• 27:27
  the
• 27:27
  way
• 27:27
  to
• 27:27
  visually
• 27:28
  bring
• 27:28
  that
• 27:28
  story
• 27:29
  to
• 27:29
  life.
• 27:30
  So
• 27:30
  now
• 27:31
  I
• 27:31
  still
• 27:32
  create
• 27:32
  beautiful
• 27:33
  things,
• 27:33
  but
• 27:34
  my
• 27:34
  mission
• 27:34
  is
• 27:35
  really
• 27:36
  on
• 27:36
  how
• 27:36
  to
• 27:36
  tell
• 27:37
  a
• 27:37
  really
• 27:37
  compelling
• 27:38
  and
• 27:38
  powerful
• 27:38
  story
• 27:39
  that's
• 27:39
  effective
• 27:40
  for
• 27:40
  growing
• 27:41
  your
• 27:41
  business.
• 27:41
  And
• 27:42
  once
• 27:43
  I
• 27:43
  started
• 27:44
  implementing
• 27:44
  this
• 27:44
  stuff,
• 27:45
  number
• 27:45
  one,
• 27:45
  I
• 27:46
  implemented
• 27:46
  it
• 27:46
  to
• 27:47
  my
• 27:47
  own
• 27:47
  business.
• 27:48
  Of
• 27:48
  course,
• 27:49
  and
• 27:50
  things
• 27:50
  started
• 27:50
  to
• 27:50
  shift,
• 27:51
  like.
• 27:51
  People
• 27:52
  were
• 27:52
  traveling
• 27:52
  to
• 27:52
  Portland
• 27:53
  to
• 27:53
  come
• 27:54
  meet
• 27:54
  with
• 27:54
  me.
• 27:54
  They
• 27:54
  wanted
• 27:55
  to
• 27:55
  work
• 27:55
  with
• 27:55
  me.
• 27:55
  My
• 27:56
  calendar
• 27:56
  was
• 27:56
  getting
• 27:56
  booked
• 27:57
  out.
• 27:58
  But
• 27:58
  better
• 27:58
  than
• 27:58
  that,
• 27:59
  my
• 27:59
  clients
• 28:00
  were
• 28:00
  calling
• 28:00
  me
• 28:01
  and
• 28:01
  telling
• 28:02
  me
• 28:02
  ridiculously
• 28:03
  cool
• 28:04
  things.
• 28:04
  Like,
• 28:05
  I
• 28:05
  had
• 28:06
  one
• 28:06
  client
• 28:06
  call
• 28:07
  me
• 28:07
  and
• 28:07
  say,
• 28:07
  I'm
• 28:07
  charging
• 28:08
  six
• 28:08
  times
• 28:09
  more
• 28:09
  for
• 28:09
  the
• 28:10
  exact
• 28:10
  same
• 28:11
  service.
• 28:12
  And
• 28:12
  he
• 28:12
  had
• 28:13
  been.
• 28:14
  At
• 28:14
  a
• 28:14
  do
• 28:14
  or
• 28:14
  die
• 28:15
  situation.
• 28:15
  Like
• 28:16
  when
• 28:16
  he
• 28:16
  came
• 28:16
  to
• 28:16
  me,
• 28:16
  he
• 28:16
  was
• 28:17
  like,
• 28:17
  I'm
• 28:17
  either
• 28:17
  gonna
• 28:18
  invest
• 28:18
  in
• 28:18
  you
• 28:19
  or
• 28:19
  I'm
• 28:19
  gonna
• 28:19
  close
• 28:20
  the
• 28:20
  doors
• 28:20
  of
• 28:20
  my
• 28:21
  business.
• 28:21
  And
• 28:22
  so
• 28:22
  we
• 28:22
  worked
• 28:23
  to
• 28:23
  revamp
• 28:24
  his
• 28:24
  story
• 28:25
  and
• 28:27
  a
• 28:27
  year
• 28:27
  later,
• 28:27
  he
• 28:27
  was
• 28:28
  charging
• 28:28
  six
• 28:29
  times
• 28:29
  more
• 28:29
  for
• 28:29
  that
• 28:30
  service
• 28:30
  and
• 28:30
  really
• 28:31
  feeling
• 28:31
  compensated
• 28:32
  and
• 28:32
  attracting
• 28:33
  the
• 28:33
  types
• 28:34
  of
• 28:34
  clients
• 28:34
  who
• 28:34
  were
• 28:35
  happy
• 28:35
  to
• 28:35
  pay
• 28:35
  that.
• 28:36
  And
• 28:37
  it
• 28:38
  was
• 28:38
  a
• 28:38
  real
• 28:38
  game
• 28:38
  changer.
• 28:39
  I
• 28:39
  was
• 28:39
  getting
• 28:39
  a
• 28:39
  lot
• 28:40
  of
• 28:40
  calls
• 28:40
  like
• 28:40
  that.
• 28:41
  That
• 28:41
  was
• 28:41
  one
• 28:41
  call.
• 28:42
  I
• 28:42
  got
• 28:42
  another
• 28:42
  call
• 28:43
  that
• 28:44
  a
• 28:44
  client
• 28:44
  had
• 28:44
  gotten
• 28:45
  a
• 28:45
  record
• 28:45
  breaking
• 28:46
  amount
• 28:46
  of
• 28:46
  lead
• 28:47
  calls
• 28:47
  booked
• 28:48
  that
• 28:48
  month.
• 28:49
  Ultimately
• 28:50
  my
• 28:50
  clients
• 28:50
  were
• 28:52
  able
• 28:52
  to
• 28:52
  make
• 28:52
  more
• 28:53
  money.
• 28:54
  Able
• 28:54
  to
• 28:54
  have
• 28:55
  more
• 28:56
  room
• 28:56
  in
• 28:56
  their
• 28:57
  life
• 28:57
  to
• 28:58
  serve
• 28:58
  their
• 28:59
  clients.
• 28:59
  Nobody
• 29:00
  becomes
• 29:00
  a
• 29:00
  coach
• 29:01
  because
• 29:01
  they
• 29:02
  want
• 29:02
  to
• 29:02
  become
• 29:02
  a
• 29:02
  part-time
• 29:03
  marketer
• 29:03
  too.
• 29:04
  They
• 29:04
  wanna
• 29:04
  coach,
• 29:05
  they
• 29:05
  wanna
• 29:06
  do
• 29:06
  that
• 29:06
  work
• 29:06
  that
• 29:06
  they
• 29:06
  love
• 29:07
  to
• 29:07
  do.
• 29:07
  And
• 29:08
  so
• 29:08
  my
• 29:09
  goal
• 29:09
  is
• 29:10
  to
• 29:10
  allow
• 29:10
  you
• 29:11
  to
• 29:12
  serve
• 29:12
  your
• 29:12
  clients,
• 29:13
  and
• 29:13
  do
• 29:13
  the
• 29:13
  work
• 29:13
  that
• 29:13
  you're
• 29:14
  on
• 29:14
  the
• 29:14
  planet
• 29:14
  to
• 29:15
  do
• 29:15
  and
• 29:16
  do
• 29:17
  way,
• 29:17
  way
• 29:17
  less
• 29:18
  of
• 29:18
  the
• 29:18
  marketing
• 29:19
  thing
• 29:19
  that
• 29:19
  you
• 29:19
  don't
• 29:19
  wanna
• 29:20
  do.
• 29:20
  Yeah,
• 29:21
  love
• 29:21
  it.
• 29:22
  And
• 29:22
  love
• 29:22
  how
• 29:23
  simple
• 29:23
  it
• 29:23
  is.
• 29:24
  If
• 29:24
  we
• 29:24
  can
• 29:24
  just
• 29:24
  remember
• 29:25
  the
• 29:26
  one
• 29:26
  story
• 29:27
  and
• 29:27
  keep
• 29:27
  weaving
• 29:27
  it
• 29:28
  through.
• 29:29
  So
• 29:29
  if
• 29:29
  we
• 29:29
  are
• 29:29
  thinking
• 29:30
  about
• 29:30
  someone
• 29:30
  that's
• 29:31
  listening,
• 29:31
  what
• 29:31
  is
• 29:32
  the
• 29:32
  one
• 29:32
  thing
• 29:32
  you
• 29:32
  would
• 29:33
  love
• 29:33
  them
• 29:33
  to
• 29:33
  take
• 29:33
  away
• 29:34
  from
• 29:34
  this
• 29:34
  conversation?
• 29:36
  The
• 29:36
  number
• 29:37
  one
• 29:37
  thing
• 29:37
  I
• 29:38
  would
• 29:38
  say
• 29:38
  is
• 29:38
  to
• 29:39
  begin
• 29:39
  to
• 29:39
  think
• 29:40
  of
• 29:40
  yourself
• 29:41
  as
• 29:41
  the
• 29:41
  guide.
• 29:42
  There's
• 29:43
  a
• 29:43
  guide
• 29:43
  in
• 29:43
  every
• 29:44
  movie,
• 29:45
  every
• 29:46
  book.
• 29:46
  Identify
• 29:47
  who
• 29:47
  that
• 29:47
  guide
• 29:48
  is
• 29:48
  in
• 29:49
  the
• 29:49
  movies
• 29:50
  and
• 29:50
  stories
• 29:51
  that
• 29:51
  you're
• 29:51
  familiar
• 29:51
  with,
• 29:52
  and
• 29:53
  then
• 29:53
  begin
• 29:53
  to
• 29:53
  think
• 29:54
  of
• 29:54
  yourself
• 29:54
  in
• 29:55
  that
• 29:55
  way
• 29:55
  and
• 29:55
  just
• 29:56
  let
• 29:56
  yourself
• 29:56
  off
• 29:57
  the
• 29:57
  hook.
• 29:57
  When
• 29:57
  you
• 29:57
  realize
• 29:58
  you're
• 29:58
  the
• 29:58
  guide,
• 29:59
  you're
• 29:59
  the
• 29:59
  strongest
• 30:00
  character
• 30:00
  in
• 30:00
  the
• 30:00
  story,
• 30:01
  and
• 30:02
  you're
• 30:03
  clients
• 30:03
  are
• 30:03
  the
• 30:04
  hero
• 30:05
  It's
• 30:05
  really
• 30:06
  refreshing.
• 30:06
  'cause
• 30:07
  then
• 30:07
  you
• 30:07
  can
• 30:07
  really
• 30:07
  focus
• 30:08
  on
• 30:09
  your
• 30:09
  communication
• 30:10
  around
• 30:10
  them.
• 30:11
  When
• 30:11
  you
• 30:11
  begin
• 30:12
  your
• 30:12
  communication
• 30:13
  and
• 30:14
  whether
• 30:14
  this
• 30:14
  is
• 30:14
  like
• 30:14
  an
• 30:15
  Instagram
• 30:16
  post
• 30:16
  or
• 30:17
  anything
• 30:18
  that
• 30:18
  you're
• 30:18
  doing,
• 30:19
  you
• 30:19
  always
• 30:19
  wanna
• 30:20
  begin
• 30:20
  your
• 30:20
  communication
• 30:21
  with
• 30:21
  the
• 30:21
  hero's
• 30:22
  problem.
• 30:23
  If
• 30:23
  you
• 30:23
  do
• 30:23
  that,
• 30:25
  people
• 30:25
  will
• 30:25
  engage.
• 30:26
  Our
• 30:26
  brains
• 30:27
  cannot
• 30:27
  help
• 30:28
  but
• 30:28
  engage
• 30:29
  when
• 30:30
  any
• 30:30
  kind
• 30:30
  of
• 30:31
  communication
• 30:31
  begins
• 30:32
  with
• 30:32
  the
• 30:32
  hero's
• 30:33
  problems.
• 30:33
  So
• 30:33
  I
• 30:33
  would
• 30:34
  start
• 30:34
  there
• 30:35
  and
• 30:35
  if
• 30:35
  you
• 30:35
  wanna
• 30:35
  delve
• 30:36
  a
• 30:36
  little
• 30:36
  bit
• 30:36
  deeper
• 30:36
  I
• 30:36
  talk
• 30:37
  more
• 30:37
  about
• 30:37
  it
• 30:37
  in
• 30:38
  the
• 30:38
  freebie
• 30:38
  that
• 30:38
  I
• 30:38
  shared
• 30:39
  with
• 30:39
  you@reddoorstories.com.
• 30:42
  Yes.
• 30:42
  Love
• 30:42
  it.
• 30:43
  Can't
• 30:43
  wait
• 30:43
  to
• 30:43
  start
• 30:44
  being
• 30:44
  more
• 30:45
  aware
• 30:45
  of
• 30:45
  how
• 30:45
  I'm
• 30:46
  using
• 30:46
  stories
• 30:46
  myself
• 30:47
  and,
• 30:47
  really
• 30:48
  honing
• 30:48
  in
• 30:48
  on
• 30:48
  this.
• 30:48
  So
• 30:48
  thank
• 30:49
  you
• 30:49
  so
• 30:49
  much.
• 30:49
  Kris.
• 30:50
  Where
• 30:50
  should
• 30:51
  people
• 30:51
  find
• 30:51
  you?
• 30:52
  I
• 30:52
  think
• 30:52
  you've
• 30:52
  mentioned
• 30:52
  it
• 30:52
  already,
• 30:53
  but
• 30:53
  just
• 30:53
  remind
• 30:54
  us.
• 30:54
  Yeah.
• 30:54
  The
• 30:54
  best
• 30:55
  way
• 30:55
  to
• 30:55
  find
• 30:55
  me
• 30:56
  is
• 30:56
  at
• 30:56
  my
• 30:56
  website,
• 30:57
  red
• 30:57
  door
• 30:57
  stories.com.
• 30:59
  That's
• 30:59
  with
• 30:59
  two
• 30:59
  ds
• 31:00
  reddorstories.com.
• 31:05
  You
• 31:05
  can
• 31:05
  also
• 31:05
  find
• 31:06
  me
• 31:06
  on
• 31:06
  Instagram
• 31:07
  @reddoordesign.
• 31:10
  But
• 31:10
  everything
• 31:11
  about
• 31:11
  me
• 31:11
  and
• 31:12
  what
• 31:12
  I
• 31:12
  do
• 31:12
  and
• 31:13
  how
• 31:13
  I
• 31:13
  help
• 31:13
  my
• 31:13
  clients
• 31:14
  can
• 31:14
  be
• 31:14
  found
• 31:15
  on
• 31:15
  my
• 31:15
  website.
• 31:16
  On
• 31:16
  the
• 31:16
  website,
• 31:17
  you
• 31:17
  can
• 31:17
  also
• 31:18
  book,
• 31:18
  a
• 31:18
  free
• 31:19
  40
• 31:19
  minute
• 31:20
  call
• 31:20
  with
• 31:20
  me.
• 31:21
  It's
• 31:21
  a
• 31:21
  moneymaking
• 31:22
  messaging
• 31:22
  call.
• 31:23
  We'll
• 31:23
  get
• 31:23
  on
• 31:23
  a
• 31:23
  call
• 31:24
  together.
• 31:25
  We'll
• 31:25
  look
• 31:25
  at
• 31:25
  the
• 31:25
  story
• 31:26
  that
• 31:26
  you're
• 31:26
  telling.
• 31:27
  We'll
• 31:27
  identify
• 31:28
  where
• 31:28
  are
• 31:28
  the
• 31:28
  areas
• 31:29
  that
• 31:29
  you
• 31:29
  need
• 31:29
  to,
• 31:30
  be
• 31:31
  more
• 31:31
  clear
• 31:32
  and
• 31:32
  tell
• 31:33
  a
• 31:33
  better
• 31:33
  story.
• 31:34
  And
• 31:34
  so
• 31:35
  I
• 31:35
  would
• 31:35
  welcome
• 31:35
  your
• 31:35
  listeners
• 31:36
  to
• 31:36
  book
• 31:36
  a
• 31:36
  call
• 31:36
  with
• 31:37
  me.
• 31:38
  Love
• 31:38
  it.
• 31:38
  Thank
• 31:39
  you
• 31:39
  so,
• 31:39
  so
• 31:39
  much,
• 31:39
  Kris.
• 31:40
  Cannot
• 31:40
  wait
• 31:40
  to
• 31:41
  put
• 31:41
  this
• 31:41
  all
• 31:41
  into
• 31:42
  action.
• 31:44
  Microphone (Samson Q2U Microphone): Thank
• 31:44
  Microphone (Samson Q2U Microphone): you
• 31:44
  Microphone (Samson Q2U Microphone): so
• 31:44
  Microphone (Samson Q2U Microphone): much
• 31:45
  Microphone (Samson Q2U Microphone): for
• 31:45
  Microphone (Samson Q2U Microphone): listening
• 31:45
  Microphone (Samson Q2U Microphone): to
• 31:45
  Microphone (Samson Q2U Microphone): this
• 31:46
  Microphone (Samson Q2U Microphone): episode
• 31:46
  Microphone (Samson Q2U Microphone): of
• 31:46
  Microphone (Samson Q2U Microphone): Women
• 31:47
  Microphone (Samson Q2U Microphone): in
• 31:47
  Microphone (Samson Q2U Microphone): the
• 31:47
  Microphone (Samson Q2U Microphone): Coaching
• 31:47
  Microphone (Samson Q2U Microphone): Arena.
• 31:48
  Microphone (Samson Q2U Microphone): I
• 31:49
  Microphone (Samson Q2U Microphone): have
• 31:49
  Microphone (Samson Q2U Microphone): a
• 31:49
  Microphone (Samson Q2U Microphone): mess
• 31:49
  Microphone (Samson Q2U Microphone): of
• 31:50
  Microphone (Samson Q2U Microphone): free
• 31:50
  Microphone (Samson Q2U Microphone): resources
• 31:51
  Microphone (Samson Q2U Microphone): on
• 31:51
  Microphone (Samson Q2U Microphone): my
• 31:51
  Microphone (Samson Q2U Microphone): website
• 31:52
  Microphone (Samson Q2U Microphone): joannalottcoaching.com.
• 31:55
  Microphone (Samson Q2U Microphone): That's
• 31:55
  Microphone (Samson Q2U Microphone): Joanna
• 31:56
  Microphone (Samson Q2U Microphone): with
• 31:56
  Microphone (Samson Q2U Microphone): an
• 31:56
  Microphone (Samson Q2U Microphone): A
• 31:57
  Microphone (Samson Q2U Microphone): and
• 31:57
  Microphone (Samson Q2U Microphone): Lott
• 31:57
  Microphone (Samson Q2U Microphone): with
• 31:57
  Microphone (Samson Q2U Microphone): two
• 31:58
  Microphone (Samson Q2U Microphone): T's.
• 31:59
  Microphone (Samson Q2U Microphone): joannalottcoaching.com.
• 32:01
  Microphone (Samson Q2U Microphone): And
• 32:01
  Microphone (Samson Q2U Microphone): I'll
• 32:01
  Microphone (Samson Q2U Microphone): also
• 32:02
  Microphone (Samson Q2U Microphone): put
• 32:02
  Microphone (Samson Q2U Microphone): links
• 32:02
  Microphone (Samson Q2U Microphone): in
• 32:02
  Microphone (Samson Q2U Microphone): the
• 32:03
  Microphone (Samson Q2U Microphone): show
• 32:03
  Microphone (Samson Q2U Microphone): notes.
• 32:05
  Microphone (Samson Q2U Microphone): Let
• 32:05
  Microphone (Samson Q2U Microphone): me
• 32:05
  Microphone (Samson Q2U Microphone): know
• 32:05
  Microphone (Samson Q2U Microphone): if
• 32:05
  Microphone (Samson Q2U Microphone): you
• 32:06
  Microphone (Samson Q2U Microphone): found
• 32:06
  Microphone (Samson Q2U Microphone): this
• 32:06
  Microphone (Samson Q2U Microphone): episode
• 32:07
  Microphone (Samson Q2U Microphone): useful.
• 32:07
  Microphone (Samson Q2U Microphone): Share
• 32:08
  Microphone (Samson Q2U Microphone): it
• 32:08
  Microphone (Samson Q2U Microphone): with
• 32:08
  Microphone (Samson Q2U Microphone): a
• 32:08
  Microphone (Samson Q2U Microphone): friend
• 32:09
  Microphone (Samson Q2U Microphone): and
• 32:09
  Microphone (Samson Q2U Microphone): leave
• 32:09
  Microphone (Samson Q2U Microphone): me
• 32:09
  Microphone (Samson Q2U Microphone): a
• 32:09
  Microphone (Samson Q2U Microphone): review,
• 32:10
  Microphone (Samson Q2U Microphone): and
• 32:10
  Microphone (Samson Q2U Microphone): I
• 32:10
  Microphone (Samson Q2U Microphone): will
• 32:10
  Microphone (Samson Q2U Microphone): personally
• 32:11
  Microphone (Samson Q2U Microphone): thank
• 32:12
  Microphone (Samson Q2U Microphone): you
• 32:12
  Microphone (Samson Q2U Microphone): for
• 32:12
  Microphone (Samson Q2U Microphone): that.
• 32:13
  Microphone (Samson Q2U Microphone): Remember
• 32:14
  Microphone (Samson Q2U Microphone): to
• 32:14
  Microphone (Samson Q2U Microphone): trust
• 32:14
  Microphone (Samson Q2U Microphone): yourself,
• 32:15
  Microphone (Samson Q2U Microphone): believe
• 32:15
  Microphone (Samson Q2U Microphone): in
• 32:16
  Microphone (Samson Q2U Microphone): yourself
• 32:16
  Microphone (Samson Q2U Microphone): and
• 32:16
  Microphone (Samson Q2U Microphone): be
• 32:17
  Microphone (Samson Q2U Microphone): the
• 32:17
  Microphone (Samson Q2U Microphone): wise
• 32:17
  Microphone (Samson Q2U Microphone): Gardner
• 32:18
  Microphone (Samson Q2U Microphone): who
• 32:18
  Microphone (Samson Q2U Microphone): keeps
• 32:18
  Microphone (Samson Q2U Microphone): on
• 32:18
  Microphone (Samson Q2U Microphone): watering
• 32:19
  Microphone (Samson Q2U Microphone): the
• 32:19
  Microphone (Samson Q2U Microphone): seed.
• 32:20
  Microphone (Samson Q2U Microphone): Get
• 32:20
  Microphone (Samson Q2U Microphone): into
• 32:20
  Microphone (Samson Q2U Microphone): the
• 32:21
  Microphone (Samson Q2U Microphone): arena
• 32:21
  Microphone (Samson Q2U Microphone): dare,
• 32:22
  Microphone (Samson Q2U Microphone): greatly
• 32:22
  Microphone (Samson Q2U Microphone): and
• 32:22
  Microphone (Samson Q2U Microphone): try.