| Speaking | Testimonials | Publications |
E-ssential
Message # 021:
What's your story?
"I can best define what I do for a living by sharing with you a defining moment in my life..."
That's how Chris Barrow started his introduction at an excellent workshop I attended a few months ago. He then went on to explain how, in 1993, after 25 years in financial planning, he had called his entire family together to make an important announcement. He had owned his own company and lectured nationally to his profession on practice management and marketing. He was a senior figure in the largest UK trade association for the profession.
And he had just found out that he was bankrupt and would have to start over again at the age of 40.
It was at that time that Chris decided to dedicate the rest of his professional life to, as he says it, 'helping other owners of professional service firms and small businesses to avoid making the mistakes I had made, and to create business around them that would generate more profit in less time.'
The story Chris told was what he called his 'parable'. And by the end of the workshop, he was encouraging everyone in the room to develop their own parable.
That's a compelling approach for business coaches, I thought, but what about everybody else?
It wasn't until last week when I was leading a training session for investment advisors and helping them develop their Essential Message, that I realized all kinds of people in all kinds of professions have all kinds of personal stories worthy of a great parable.
In the session with investment advisors, I was working with a woman who had been head of a large division in a global telecommunications company. When I asked her what made her decide to switch careers and become an investment advisor, one of the things she told me was that when she was shopping around for an advisor to work with, she couldn't find one who could give her knowledgeable advice in the specific area that she was interested, namely green and ethical investments.
Her own research in the area got her thinking about becoming an investment advisor herself. It was a defining moment in her life, and it became her mission, her small contribution to the world. It was also the basis for a compelling parable -- and what I call her 'Essential Story'.
It was so compelling that all her clients were attracted to her as an investment advisor specifically because of her knowledge and passion for green and ethical investments. Up until my conversation with her, she hadn't realized that.
Do you have a defining moment or insight that explains who you are today and what drives you? Instead of trying to explain to people what you do, look at why. Chances are it's a lot more compelling than you think it is.
That's your Essential Story.
PS: If you've ever wondered what it might be like to have me deliver a training session or a keynote like the one I gave recently for financial advisors, click here and wait for a short QuickTime movie to load.
FYI:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
© Copyright
Concentric Strategies Inc. 416.534.4766
theManager@EssentialMessage.com
The Essential Message is a registered trademark of Concentric Strategies Inc. This page may be reproduced or forwarded if copyright notice and contact information is kept on all versions.