When someone reaches out interested in working with you, they're warm and ready, and the best way to turn that interest into a sale is a short story that's about them, not you. The structure has four steps: validate their struggle, connect with a micro story, show their transformation, and make a natural invitation.
Prefer to watch? Here's the video version: https://youtu.be/Jfgu4a95yhM
What's the difference between content stories and sales conversation stories?
Every piece of content you create can sell, and your content stories cast a wide net: permission stories, transformation stories, struggle stories, behind the scenes. They could attract someone at any stage of the buying process.
Someone who has reached out, whether by DM, a form, or another way, is far along in the buying process. They're ready to invest in the right brand for them. So how you share your story needs to shift. You still validate, connect, share the transformation, and give them the next step, but you focus 100% on them and their story.
What should you ask before you share a story?
I love to put a form or an application in front of a sales conversation, because I can gather a lot of what I need to create a strong sales story. If you get a lot of DMs instead, ask two questions:
Can you share a little more about what you're struggling with, or why you reached out today?
Could you share a little more about why you're interested in working with me?
Those two questions set you up to repeat their story back to them.
Step 1: How do you validate their struggle?
Skip the generic pain. Use what they told you, and think of yourself as a mirror. Say something like, "It sounds like you're struggling with X, Y, and Z. That must feel exhausting." You're building empathy and letting them know you hear them. This builds instant trust, because we all want to be listened to.
The goal isn't to focus on the struggle. It's to ground them in where they are and why they reached out.
Step 2: How do you connect with a micro story?
Share one specific micro story about yourself, or about a client you've worked with. Please don't share your entire journey. This is just to take the trust to another level through relatability.
You could say, "I remember when I was dealing with the exact same thing," or, "I recently had a client who was struggling with the same thing." Keep it to about 60 seconds or less, or even a sentence.
Step 3: How do you show their transformation?
This is where you spend most of your time. Highlight their story and their desires: "This is what I know is possible for you," or, "Here's what became possible for me that I know can be possible for you, too."
This is why people buy. They connect to the desire and the outcome, and the benefit of your offer becomes clear. Be specific about their life changing, not yours.
Step 4: How do you make the invitation feel natural?
Once you've painted a vivid picture of what's possible, the invitation feels so aligned it barely feels like selling: "This is the exact work we do inside of [your program or offer]. Would you like me to walk you through how it works, or do you have any questions for me?"
There's no pressure. It's just the logical next step, and if you have multiple programs, it's a great way to point them to the right one.
Where can you use this?
Use it in DMs, in email, and on calls or Zoom. The same process works on a sales page or in an email selling a course, though without the one-to-one conversation. Put it on a sticky note or save it in your phone, so every time you get a DM, you follow it.
I get DMs all the time from people who say they want to work with me. Just replying with a link to a page would be a missed opportunity. Even when someone says exactly what they want, I follow this same framework so they know I'm here for them and that this is the best next step. Selling online doesn't have to feel heavy or icky. It's one of the most authentic things you can do.
Where should you go from here?
Selling doesn't only happen at this stage. It's happening in all of your marketing leading up to it. I have two resources to help.
If you're not yet showing up and sharing stories online, start with the Storytelling Content Super Bundle for just $27. It gives you the prompts, ideas, and topics to create consistent story content that attracts a new audience and converts your existing one, so you get more of these DMs and inquiries.
The second is my course all about using storytelling to sell, the 4-Part Storytelling Sales System. It teaches you how to close more sales in your DMs, emails, sales pages, launches, and sales calls.
And watch this next to learn more about the types of stories you can use to sell: Unlock Better Content with These Powerful Story Types.
Tune in now on Spotify, Apple Podcasts, or YouTube Podcasts to hear the full episode and all the tips.
P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.
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Hey there, I’m Michelle Knight!
I’m an online branding and marketing consultant for female entrepreneurs.
I believe in the power of storytelling and using that superpower to brand and market yourself online...oh and to set yourself free.
I'm obsessed with living a life of freedom, so much so, that my family and I travel the world (sometimes in an RV) while running my business.
This blog serves as a home base for all things branding, marketing, content creation, productivity, and more.
Branding is hard, there I said it! It took me months to find my personal brand after being stuck in a cycle of comparison and lost in connecting to my true story and personality. However, personal branding is important to the success of your business online and can’t be ignored. Once I figured it out I knew I wanted to share with others what I’d learned.
Click the image to learn 4 Branding Tips for Female Entrepreneurs.