when everything changes - storytelling persists 🗣️

Letter from Liz - Edition 2

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In the early 2000s, when I landed at the University of Minnesota to seek my journalism degree, I was convinced of one thing: storytelling made the world go round. Oprah told us what to believe in. Barbara Walters helped me flag who ran the world. And Katie Couric made sure we were all the hero of our own story.

Of all the things that have changed about me (my lip ring is gone and thank god I stopped dying my hair black) – one thing that hasn’t changed is my obsession with storytelling and storytellers. The reason?  Of all the things that have changed from the beginning of human history, one of the things that has not changed is our reliance on story.

Story maintains our history.

Story gives life meaning.

Story passes on lessons.

And, story connects us and inspires us to share. 

That’s what I want to talk about today, how you can take this anthropological truth and apply it to your business to drive deeper customer relationships, motivate them to share and retain your customer’s passion.

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If you have never done it – it’s officially time to bring your story into your marketing: 

1. Create a page on your website called “our story.” 
2. Share the real real - who you are, why you’re doing this and what you have overcome. Remember, great stories almost always have something that the hero had to overcome. On your website, you are the hero. And what you have built is proof of what you have overcome.
3. Be vulnerable - share why you have gratitude that your customers care about your story.
4. Next, write the Twitter version. Who are you? What did you overcome? Keep it tight. Here’s mine. 
5. Want to make it even more exciting? Make it an AMA. Invite your community to talk about your story. 
6. Don’t forget TikTok and Insta? Same deal: tell the 2 to 3 minute version of your business story on TikTok and repost on Insta reels.
7. Time to edit your post-purchase letter. This email should not just be transactional. It should be a welcome into your larger story. 
8. Bonus points: My favorite thank you/confirmation emails always link back to that “our story” tab!
9. The final chapter of this storytelling process? Create a flow that invites your customer to tell THEIR story too. UGC can be used on your website, your social media and more.

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So many founders assume storytelling is more complicated than it actually is in a business setting. Sure, we aren’t channeling Nora Ephron (RIP QUEEN) for these use cases. But for me, it’s always come down to this:

• Who are you
• What did you overcome
• The business that resulted

In the end, we can all master that kind of story.

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@lizgiorgi 

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