How to find your story
What your story isn’t:
It’s not most of the stuff you spend most of your time and money telling people. Hi and welcome to Jones Law Firm. We’ve been practicing plaintiff’s personal injury law for more than 20 years. We have two Certified Personal Injury Lawyers on staff, offer free initial consultations, specialize in motorcycle injuries and we’ve recovered over $100 million in compensation for our clients.
All that stuff is important, but normally, all it does is “get you to the dance.” If you want to dance with someone (get someone to hire you or buy from you), you need to communicate your story.
What your story is:
Your story is that thing or those things that only you can say. Hi and welcome to Jones Law Firm and I’m Jon Jones. I knew I wanted to be a lawyer since I was nine. A friend’s new shirt was the subject of ridicule by a bully fully two grades older than us. It looked like he was about to tear the pocket off the shirt so I grabbed the kid’s arm and pulled him down as hard as I could. To my utter amazement and profound relief that’s all it took. Shirt saved, and I felt something I’d never felt before. And believe me, I wanted to figure out how I could get that feeling again. I get that feeling when I help clients stand up to insurance companies when they aren’t treating my client fairly.
Now, I’m not saying your story needs to bring a tear to the eye or start in a small town standing up to a bully. But two things happened when you heard Jon’s story that didn’t happen when you heard ABOUT his firm:
- You had an emotional connection with him and his firm.
- You wanted to learn more.
How to find your story:
Go to your brochure or website. Summarize what you’re saying about your company. Does it talk ABOUT your company or does it communicate why you’re different? Does it communicate why you spend your days doing what you do? If not, write some more. Then, strip away everything that isn’t you. And keep stripping away what you’re saying until there’s nothing left but you. That’s your story.
Yikes, nothing left? No worries. This isn’t easy. What motivates you? What about what you do gives you the most satisfaction? Why? Somewhere in there is your story.
Google wants to organize the world’s information. Apple wants to sell insanely great products. Microsoft wants to see a computer on every desk.
Why do you go to work every day?
