My first article in the two-part series “Telling Your Story” presents an overview of why it’s essential to incorporate a personal story into an Internet marketing campaign. What follows is a brief description of the six steps that will facilitate the process of capturing your story.
Write a short outline of the key points you want to elaborate on. Don’t script it; rather, just jot down the most significant choices you made or actions you took on your entrepreneurial journey toward building an online business.
Describe to a friend how your online business developed. Don’t edit, don’t judge yourself-just get the words onto a recorder. Any questions your friend asks can help you clarify why you felt the way you did or why you made certain decisions. Which of these had the most impact in determining your future as an online business owner?
Listen to your recording and note which elements most strongly touch the nerve of the inner processes that resulted in your outer successes.
Summarize your story on paper as a sequence of events. Define the situation (sometimes described as the “pain”), the search for an answer, the discovery of the solution, and finally the powerful difference it made in your life. This is the storyboard for your video.
Capture your video. An outdoor location is neutral and usually a soothing and non-distracting backdrop for the viewer. Be sure that you record in a well-lit area away from direct sunlight.
Transfer the video to digital format on your computer, and then edit the finished product. Don’t try too hard to seem polished. Be authentic and be yourself-your personal story will resonate better with the viewer.
Remember, the honest retelling of the sequence of events (situation-search-discovery-results) should occupy no more than 3 minutes of video. Don’t be discouraged if it takes several attempts to capture it. Keep in mind that the more honestly your personal story is told, the easier it is to rehearse and the more compelling it will be to the listener. Have confidence in what you say and it will resonate with potential clients.
And don’t forget to enjoy the experience. One of the best reasons for establishing an online business is because of the joy of the journey!