This episode explores the power of storytelling in marketing, emphasizing that stories don't need to be dramatic to be effective. I share practical tips on how tutors and education business owners can craft authentic stories to connect with their ideal clients and enhance their marketing efforts.

Takeaways

• Stories don't need to be dramatic to be effective.

• Understanding your client's feelings is key to storytelling.

• Stories should connect and resonate, not entertain or impress.

• Create a bank of relatable stories based on real client experiences.

• Storytelling is about connection, not just entertainment.

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👋🏽 Hello! I'm Sumantha McMahon, and I've supported over 100 tutors and education business owners.

As a teacher 'dropout' turned professional tutor, combined with my 20+ years as a business owner, I'm in it with you! Yes, I'm qualified too :-)

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© 2024 Sumantha McMahon

I was in a webinar the other day with a very talented copywriter who I really admire and respect. And she was talking about injecting storytelling into our marketing. And it really got me thinking about some of the thoughts that I have had about this in the past, you know, when it comes to personal branding, as well as thoughts that I know my clients have.

And the biggest one is that when it comes to storytelling, I don't have anything dramatic to tell about my story, so will anyone really be interested. And this thought either leads people to not telling their stories or making something that isn't very dramatic, dramatic for the sake of it, just for engagement. And neither of these routes are effective. So I wanted to help you in this episode and encourage you to start telling your story because it is such a powerful way to connect with the right clients.

If you're new to this podcast, then huge welcome. I'm Samantha and I'm a qualified business trainer. I used to work corporately before I became a secondary school teacher. I now use my business education experience to help tutors and education business owners design businesses that fit their income goals, their impact, and their life goals. One of the most common issues tutors have is that they are time poor, yet there are so many things they need to do, especially in marketing.

So this episode is about making sure that when you are marketing, it does some heavy lifting for you so that whatever time you spend, it is worth it. Let's start with why storytelling is so powerful. When I used to train corporately, storytelling was a core part of public speaking training because human beings are wired to pay attention to stories. It is why we feel emotions and stay engaged when watching films or reading books.

When we think of marketing, the point is not to make sales. It is to connect with the right customer. It acts as a gatekeeper that leads to a sale. A sale is a byproduct of strong marketing. Storytelling is not about being dramatic. For someone to feel seen and heard, you do not need a dramatic story. You simply need something that resonates.

For example, if you are a tutor who is fully booked and worried about sustainability, I hear you because I have been there. That is not a dramatic story, but it connects. So think about your ideal client. Not just demographics, but how they feel before they meet you, when they find you, and when they reach out. How do you want them to feel at each stage?

There are different touchpoints in the client journey, often moving from stress to relief. If you want them to feel relieved, what do they need to experience through your content. For example, if a parent messages you asking for your price, instead of replying transactionally, you can ask questions to understand how they feel and what they need.

Those questions will depend on your service and your client, but the goal is to understand where they are now and where they want to be. You do not need to avoid answering their question, but you also do not need to keep it transactional. You can make it relationship led.

Once you understand how they feel, ask yourself what story you can tell that helps them feel safe and reassured. This comes before explaining your offer. If someone does not feel safe or connected, they will not move forward. For example, you could share a story about a student in a similar situation and the outcome you helped them achieve.

Now let’s look at storytelling in your wider marketing. The first step is to be intentional. What are you trying to achieve. Are you growing your email list, getting enquiries, building connections, or starting conversations. Your intention shapes the story you tell.

Regardless of your goal, the story must resonate. It does not mean people have to agree, but they must relate. For example, I might share a story about experimenting with removing homework and how it impacted student progress. Some tutors may agree, others may not, but it creates a conversation.

The key point is that storytelling does not need to be dramatic. It does not need to be inspirational or a big transformation story. It just needs to show that you understand your ideal client. That is what builds connection.

I also want to separate storytelling from analogies. Some people feel uncomfortable always sharing lessons or moral messages. That is fine. Storytelling does not always need a takeaway. It can simply be a relatable experience that creates connection.

For example, I once avoided doing my accounts by opening Canva instead. I shared that on LinkedIn and many people related. It created a simple but strong connection because it reflected a common experience among business owners.

So next time you create content, tell a story your audience can relate to. It could be about a student, your own experience, or something simple from your day. The purpose of storytelling in marketing is to connect, not to entertain or chase engagement.

If you want a place to start, think about how your clients feel at different stages. Use real examples if possible. Recall the words they use and create a bank of short stories that reflect those experiences. Over time, this will become natural.

You will start noticing moments in your everyday life that others can relate to. And that is where great content comes from. If you are hesitant, remember your stories do not need to be dramatic or deeply personal. They just need to connect.