We all love stories! They make us think, stimulate our emotions, and are a powerful way to connect with each other as humans. Why not use these in our marketing? In this episode, I speak with my guest, Dontre Doxley, about the art of storytelling, how it can be used to bring more people into your classes, gain a stronger following, and support your business. Dontre possesses a unique set of experiences and talent in the fitness business. Over the past 15+ years, he has built, owned or managed his facilities and coached other gym owners from the ground up and has been assisting other companies to grow their base and create wealth. Through his company Fitness and Marketing, Dontre teaches the art of client attraction and persuasive sales techniques.
What You’ll Learn from this Episode:
– Determine your story line
– Develop an attractive persona
– Trigger your customers emotions through your content
Here’s the Complete List of Tips:
1. Develop an attractive persona. There are three main types that are seen most often and are the most effective for marketing purposes.
– The Reluctant Hero: examples are Frodo and Luke Skywalker. They are humble, didn’t ask for responsibility or power, but have been thrust into the role they hold and are now asked to save the world. This works well if you’re an introvert, have vulnerabilities, as it makes you relatable and unintimidating.
– The Principal: examples are Yoda or Optimus Prime. This is the grizzled veteran and has achieved greatness despite pitfalls along the way. This persona works well if you’re experienced in your niche, and if you hold the power of saying something & other people follow.
– The Adventurer: examples are Indiana Jones or Harrison Ford. You’re the person willing to test out new theories avenues, and hoping to return with the truth. You fight to create your own path and step outside the norm.
**If you cannot identify with one of these personas, find a client that can and make them the face of your brand.
We’ve seen these personas many times. “Weight Watchers” has found much success with the Principal and Reluctant Hero personas. When they bring on Oprah Winfrey, this is an example of The Principal. She’s successful, at the top of her game, and when she says anything she demands attention. When we see their advertisements with Average Janes/Joes (stay at home moms, school teachers, police officers – people that are just like you and me), we relate to them and feel that their success story could ultimately be our own. They flip back and forth between these two personas at all times.
2. Determine your story line. There are scripts that you can use to attach to your chosen persona. Stick with the chosen persona, but the scripts can change. These are for your marketing – your emails, your advertisements…a way to emotionally connect to your users.
Incredible Revelation: “This is crazy, we just tried ___. And it worked so well! I didn’t believe ___ would get results, but it did. Now, I’m going to show you exactly how I did it.”
Use this when you have a technique or model that no one else has come up with. If you have a service that is unique to you and produces results, this is your go to!
– The Secret: “Hey, I have a secret I can’t reveal to you right now. If you ____, I’ll explain to you in private. Just do me a favor and don’t spread this around, not everyone needs to know this.”
When you have a fitness routine you want to spread, get them involved and make sure they get results. They will start feeling special and included, but then they will share with their circle. This also works well with beta-testing.
– Us Against Them: “This is for action takers only.”
This also creates an inclusive mentality. Your clients will get results, those on the outside will not. Planet Fitness uses this as creating an anti-judgemental community by indirectly associating judgement with the alternative gyms, and it works well for them!
– Loss and Redemption – “I used to have it all until __. I woke up with nothing, feeling miserable and lost. Then I found __ and it changed my life forever. Now I’m on a mission to help others struggling with __ so they can experience happiness too.”
This is very emotional. If we spotlight a client that has truly lost something and now they are redeemed through your program/theories, this can be powerful. It depends on who is telling the story.
We hear these all over the place because they work. Don’t feel like you need to reinvent the wheel. The big companies are doing it and it is working for them, and you can let it help you too!
3. Using emotional triggers in your online presence. Dontre suggests that to effectively use your established a persona/story line in the context of social media, don’t come out and say it – use imagery!
– The Reluctant Hero: Include “Before and After’s” to show people are getting results along with the client testimonials
– The Adventurer: images of doing something different, exploring the world, your new technique
– The Principal: YOU can get behind the camera offering your own tips for workouts, meal planning, etc. Show them you are the master in your field by representing yourself.
References in the Episode
1. Barry’s Facebook Page – “The Adventurer”
2. Free chapter of Dontre’s Book – Luke Skywalker, Frodo Baggins and You