Nobody Wants to Hear Your Story

Ari GalperAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Telling your story as a way of marketing and differentiating your business has become all the rage in marketing circles recently.

The idea is that by sharing your personal story, experiences and philosophy, your ideal prospects will magnetically find you and want to hire you.

By relating to your story at a personal level, the hope is they’ll form an emotional bond with you and your business, leading to trust and ultimately the sale.

This over-used approach is based on the “know-like-trust” method of traditional selling.

There are three hidden weaknesses with this approach never shared by those who promote it:

  1. Other advisors are doing the same thing.
  2. Your story feels different to you, but it won’t to your prospects.
  3. Your prospect cares more about their own story than yours.

This is not what you wanted to hear after spending serious bucks on your story development and the marketing of it.

Here’s the rub…