Proposals. Websites. Marketing collateral. Blog posts.
They all have one thing in common...they're all about you and your firm, right? Showcasing your expertise and your solutions and your longevity as a firm...it's your time to shine! And this will help you win more clients! Right? Hello...this is right, isn't it?
As a marketer, I look at tons of marketing content to study what's working so I can use the information to help our clients. One simple concept embraced by author Donald Miller has successfully stood out to me for the last few years: story engages and compels people. And story is the best way to gain more clients.
But, we must know two things to gain more clients:
According to Miller's book, "Building a Storybrand", the two key players in a story are the Hero and the Guide. The Hero is the one going through the problem...