Updated: Feb 9
Knowing how to tell your brand story is the difference between connecting with your audience or watching them walk away.
What’s the most memorable movie you’ve ever seen? I don’t often cry during movies, but something about the Pursuit of Happiness brings me to tears. Every. Dang. Time. It’s by far the most memorable movie to me.
Cinematically, it’s nothing spectacular. It’s not an epic story of great proportions. Rather, it’s the story of resilience and Chris Gardner’s love for his family. It hits me to my core each time I watch it. One of my favorite movies, it’s also a great example of the power of storytelling.
"You’re never going to kill storytelling, because it’s built in the human plan. We come with it.” - Margaret Atwood, author of The Handmaid's Tale
Stories stick in people’s minds.
If you’re anything like me, you grew up watching disney movies and reading books. You learned proper grammar in school and how to dissect and craft sentences. Then, you said TTYL, threw it all to the wind, and began to write in the language of the internet with abbreviations and emojis.
In spite of the cutesy language and slang we often use nowadays, one thing has remained.
Storytelling is a business buzzword (BLEH), but what it basically means is that your story has the potential to attract an audience whose worldview aligns with your brand.
A good story builds trust and empathy, highlights your strengths, and creates momentum for your business.
Being in holistic health, you most likely have a story to share - whether it’s your own health journey or observations you’ve made in the industry. Don’t let your need to prove your certified/accredited/educated keep you from sharing your very important personal story.
What Is Your Brand Story?
We’re going to take this one step at a time to really define what is your brand story. You may have forgotten through all the schooling you took to get to where you are today, but you decided to go into holistic healthcare for a reason; a big, important reason. I mean, it’s not the easiest field out there.
Think about that reason, and what led you to it.
Now, there are three stories you need in your file to market your holistic health business.
1. Your Origin - How did you fall in love with what you do?
2. Your Aha Moment - How did you come to realize YOU could fill a need in your industry? (how did you learn about what sets your services apart)
3. Your Transformation - What is a testimonial or transformation of yours that your audience can see themselves in?
These stories should show up throughout your website. There’s a key point here, though.
Make it less about “ME” and more about “YOU” aka the audience. You have to figure out how to make the audience the hero of each of your stories. You then become the guide that assists them on their path to glory.
I know, it’s tough. Here’s a tip: copy and paste your website copy into a word document and click ctrl F. Type in “I” and “You” and analyze the ratio between the two and how you can change more “I’s” to “You’s.”
Other Ways To Weave Story Into Your Brand
Your brand story is about you, but the goal of telling it is to help or relate to the audience. There are so many places you can weave stories into your content. Whenever you give advice or educate on a topic, you can use a story.
All over your website (about page, sales page, services, etc.)
Your email newsletter
Pieces of your email welcome sequence
Conferences, podcasts, or talks
Video: YouTube, Facebook Live, Instagram Live/Reels
Case studies or testimonials—talk about those customer successes
Team meetings to explain a point
Social media posts
New patients - imagine if you came to each new patient with a story to tell them to remember you by?
The list could go on, but the point is that there is never not a good time to tell a story.
Why Do You Need A Brand Story?
I may not have you convinced yet. So, let me talk a little about why you need a brand story. There’s no denying that concise, story-driven copy matters. It’s the butter to the bread that is your marketing presence.
The overarching theme is that stories make content sound less like a sales pitch/textbook and more like a good chat between old friends.
People Like Stories
Stories have been told from the beginning of human existence. That’s a bold claim, but you don’t have to look hard to prove it. From oral tradition to the development of paper and then the printing press, humans have been telling stories.
Why do we like stories? That’s a deeper psychological question but basically they have the ability to transport us to the world depicted in the story. When we read words that describe emotions, feelings, colors or odors the same region in our brain is activated as if we would smell that particular odor in real life.
People Remember Stories
I love reading - I read an average of 40 books a year. If there’s one thing I’ve learned from reading so much, it’s that stories allow us to experience the world in ways we otherwise never could.
But get this, according to Harvard, when speakers deliver facts in a story your brain acts differently!
“Why does that matter? If we are trying to make a point stick, cortisol assists with our formulating memories. Dopamine, which helps regulate our emotional responses, keeps us engaged. When it comes to creating deeper connections with others, oxytocin is associated with empathy, an important element in building, deepening or maintaining good relationships.”
Stories Are For All People
Most importantly, in my humble opinion, stories are for all people. They have the ability to break demographic barriers. No matter a person's age, race, or gender, we like stories. Practice this on yourself. Whenever you’re listening or reading something boring, flip to a story and see how you feel.
Let's Write Your Brand Story!
As a copywriter for medical professionals I love helping you tell your story! In your free, 15-minute consultation call we’ll go over brand voice, target audience, and SEO and content marketing strategy so you feel more prepared to master being online as a doctor! Click below to get on the schedule before it fills up!