Vague, generic messaging is one of the most common issues that keep trainers, consultants, and coaches from engaging more of their ideal customers.

One way to quickly strengthen your messaging is to craft a strategic narrative. A story framework that resonates with your ideal customers by:

• Making them (not you) the hero.
• Clearly stating the problems you solve, who you solve them for, and how you’ll impact their lives.
• Providing a concise action plan for how to move forward.

We all make sense of the world—as well as who we are as individuals—by telling ourselves stories. Without a narrative, your data and selling points will lack context and meaning.

People (individuals and within organizations) invest in training, consulting, and coaching based on the stories they tell themselves. Stories about their current situation, their vision for the type of person they want to evolve into, and how your training or guidance will help them achieve that vision.

It’s the stories we tell ourselves that create our subjective perception of value.

And it’s your strategic narrative that will help you tell your story in a way that aligns with your ideal customers’ stories.

Ask yourself: “Who’s the hero of the story I’m telling in my marketing? Is it me, or is it my ideal customer?”