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  "$type": "site.standard.document",
  "description": "Your unique story is a description of your business: what you do, who you help, and how you help them. Your unique story matters because it lets...",
  "path": "/resources/your-unique-story/",
  "publishedAt": "2023-04-08T22:32:34.000Z",
  "site": "at://did:plc:jznynyzgerlqmdbbj33o7wfs/site.standard.publication/3mnll3icujb2z",
  "textContent": "Your unique story is a description of your business: what you do, who you help, and how you help them.\n\nYour unique story matters because it lets you understand how you’re pitching your business.\n\nWhat story does your business tell?\n\nThat’s something you should know the answer to.\n\nWhat are you telling with our story?\n\nWhen you share the story of your business, you’re describing what you do, who you work with, and what makes you unique.\n\nOkay, what’s the real angle?\n\nBeyond that, you want to understand the story of your clients. What they do, what they’re looking to achieve, and what they’re looking to avoid.\n\nJust like you have a story of your business, your clients have a story of:\n\nEncountering an obstacle in their business\nFinding you, a consultant who could help them\nA successful outcome from the engagement!\n\nBy understanding the story of your clients (who they are, what outcomes they’re looking for), you’re best able to pitch yourself as a guest on a podcast.\n\nHow do I build the unique story for my business?\n\nWhen you understand both your unique story and your customers’ unique story, you’re able to do magical things.\n\nInstead of just talking about yourself to a podcast, you can better frame your pitch to be about your customers and what they’re looking to achieve.\n\nWhy is this important? Because with this information, you’re making your stated goal in alignment with the podcast host’s goal.\n\nWhat’s the goal of a podcast host? Provide engaging, entertaining, or educational content to their listeners.\n\nPut another way, they’re looking to present their listeners with information that helps them achieve their goal.\n\nWhen you frame your podcast pitches concerning the outcomes for the listener, you’re writing pitches about how having you on as a guest will present their listeners with information that helps them achieve their goal.\n\n90% of podcast pitches don’t do this. They’re entirely “Me” or “I” focused. They talk about why they (the author) is so great:\n\nThey just released a new book\nThey have a new course\nTheir summit was very well received\n\nAnd to reply back and let the host know if they’re interested in booking them as a guest.\n\nAs a podcast host myself I can honestly tell you that when I receive a pitch that’s entirely about the potential guest and their accomplishments, I delete it. Immediately.\n\nIt isn’t interesting to me to hear you talk to me about you.\n\nWhat’s interesting to me as a podcast host?\n\nI want to understand how you’re going to help me look good to my listeners.\n\nAnd the best way to do that? Frame your unique story concerning how you’re going to inform, educate, or entertain my listeners about their goal.\n\nYou can see how it all matches up. Your target market is their listeners. The outcome that you help people in that target market achieve is their goal.\n\nBy having these elements in alignment and framed in terms of the benefit to the listener, you make it incredibly easy for the podcast host to decide if they want to have you on as a guest.\n\nYour pitches get past the ‘Pitch Filter’ that every podcast host develops.\n\nWhy?\n\nBecause they’re framed in terms that appeal to the podcast host. You’re telling them how they’re going to achieve their goal.\n\nPeople love hearing that.\n\nCrafting Your Unique Story\n\nYour business’s unique story is a combination of six different elements:\n\nWhat you do\n\nYour specialization as a consultant. The skill that you practice. Examples: SEO Consultant, PHP Developer, Designer, Bluetooth iOS Developer\n\nWho you do it for\n\nYour target market. The people that you’re marketing to. Examples: Lawyer, Dentists, Owners of Django Sites, Bootstrappers, Poker Players, Designers, Freelancers\n\nWhy you’re different\n\nWhy you’re different. What’s unique about you. Your differentiating factor.\n\nWhat separates you from other people who do what you do for your target market?\n\nWhy that difference matters\n\nGo above and beyond. Why is that difference important? Why does the customer care about that difference?\n\nFrom the customer’s perspective, how does that difference help them make more money or save money?\n\nIf it doesn’t, figure out another differentiator.\n\nWhat are your clients are looking to achieve\n\nThis is the outcome that your clients to looking to achieve. This is the better world they want to live in.\n\nWhat are your customers looking to avoid\n\nThis is the risk or problem that you’re helping your clients avoid.\n\nWhat service you’re providing\n\nThis is the service you provide. What you do.\n\nBuilding your unique story\n\nYou want to answer each of these questions for your business:\n\nWhat do you do?\nWho do you do it for?\nWhat makes you different?\nWhy does that difference matter?\nWhat are your clients looking to achieve?\nWhat are your clients looking to avoid?\nWhat services do you provide?\n\nWhen you put these together, you’re left with two combinations.\n\nThe story of your business\n\nWhat do you do?\nWho do you do it for?\nWhat makes you different?\nWhy does that difference matter?\nWhat services do you provide?\n\nThis is the story of your business. What you do, who you do it for, and what makes you different.\n\nThe story of your customers\n\nWho are your clients?\nWhat are your clients looking to achieve?\nWhat are your clients looking to avoid?\nWhat do you do?\n\nThis is the story of your clients. They are people in a target market searching for the answer to a question or the solution to a problem.\n\nYou are the key to helping them achieve that outcome.\n\nBy understanding this and the difference between the ‘me’ focused story of your business and the ‘customer’ focused story of your business, you’ll understand best how to answer the question:\n\nSo, tell me about yourself and your company?\n\nIn a way that appeals both to the host and the host’s listeners.\n\nAnd beyond that, you’ll understand how to pitch yourself in a way that appeals to the podcast hosts.\n\nYou want to understand how you’re going to help the podcast host look good to their listeners.\n\nAnd the best way to do that? Frame your unique story in terms of how you’re going to inform, educate, or entertain their listeners about their goal.\n\nWho are their listeners? Your clients.\n\nWhat’s their goal? What your clients are looking to achieve or what your clients are looking to avoid.",
  "title": "Your Unique Story"
}