We started out this blog by noting that marketers tell stories and that peacemakers hear stories. We also noted that this is not new or groundbreaking.
But what kind of stories should the professional peacemaker tell in order to develop their marketing and branding as a thought leader, and influencer and to get clients to convert? In part one, we talked about the three rules of story making for the purposes of building a brand for the savvy peace builder.
The three rules are:
- The brand client is always the hero.
- The brand narrative wind through every piece of content created.
- The brand narrative must be consistent.
Now, inside of those three rules, lies a simple path for the peace builder to follow that will allow them to make a story about their brand and attract clients. So, let’s read a simple role play:
Brenda is a mediator in Northern California. She has a Masters degree in Dispute Resolution with a Certificate in Family and Community Mediation for the State of California. Brenda has worked for several years as a volunteer in the California Family Court system. During that time, she has built up her reputation as a mediator among people who are not potential clients for future business (individuals making $28,000 a year or less). Brenda recently decided that it’s time to take out on her own as a private mediator.
In our example, Brenda is not the hero, her clients are the heroes of her brand’s story and she has to find out what they want to hear.
Brenda gets out of the office and, in her spare time, attends networking events thrown by the local chamber of commerce. She also decides to start blogging 3 times a week and distributing her content via email, social media and even through direct mail channels, by mailing follow-up cards to every business contact that she meets at a chamber event. This is called sharing.
When she writes her blog posts, makes 120 characters long Tweets, or sends out postcards, her face is on every piece of literature possible. She also ensures that each time that she is sharing a client story of someone that she helped and relating that client story to the person she’s mailing. She also is sure to share a little bit about things that she likes in her business and some of the daily struggles she’s overcoming. This is called convincing.
In the meantime, Brenda, through her contacts, begins to make connections with local videographers and photographers, who offer to barter her talents in exchange for any advice that she can provide for them in dealing with clients in their businesses who are in conflict. This is called collaborating.
Finally, after 12 to 18 months, larger and larger clients begin to call her. She begins to take on more coaching, consulting and workshop based clients in order to cover the gap between mediations. By this time, she has also gotten a phone call from a former judge, who, having seen her material in the mail at a friends’ house, decided to call and ask her about her business. As a result of this phone call, she has now landed her first paying mediation (a lemon law case) and conducts it a private, shared open office space. This is converting.
The path for story making Brenda’s brand looks like this:
Many peace builders think about the path to conversion less than deliberately.
But Brenda was able to sit down and plan how the path was going to go, that way every blog post, postcard and social distribution channeling had meaning and emphasis.
Questions or feedback about this?
Questions or feedback about this? Write to me at firstname.lastname@example.org or connect with me via Twitter @Sorrells79 or check out my Facebook Business page and leave a comment there, or message me on LinkedIn.
By Jesan Sorrell