🎙️ How to Craft a Personal Brand Story that Connects, Builds Trust, and Converts in Today’s Trust-Recession 🚀

What’s the one story that can make your ideal clients instantly trust you?

It’s not just about what you do—it’s about why you do it.

Today, on the Lifestyle Business Quest Podcast, I’m revealing how to craft a personal brand story that resonates, builds trust, and inspires action.

In this episode, you’ll learn:

🚀 How to tell your Origin Story and share your “why”

🚀 Why relevancy is the secret to making your story truly connect

🚀 Insights from storytelling pros like Donald Miller and Bernadette Jiwa on creating a story that’s not only clear and concise but compelling too

Whether you’re just starting out or looking to deepen your connection with clients, this episode is packed with actionable strategies that will help you turn your story into a powerful client attraction tool.

🎧 Ready to unlock the power of story selling? Listen now!

💬 Drop a comment if storytelling has been a game-changer for you, or if you’re ready to start crafting a story that sells. Let's connect and share our journeys! 

- Travis

To Learn more about growing a Thriving Lifestyle Coaching Business, grab your FREE Masterclass Training Today! www.LifestyleBusinessQuest.com

Transcript

Imagine this: You’ve got a room full of your ideal clients right in front of you, and you have one chance to connect with them. Not with a pitch or a sales tactic, but with a story—your story. The one that lets them see who you really are, makes them trust you, and gets them to say, “Yes, this is someone I want to work with.” Do you know what you’d say? Today, we’re diving into the art of crafting that exact story—the one that doesn’t just tell people what you do, but actually pulls them in and makes them feel a connection with you.

Welcome to the Lifestyle Business Quest Podcast! I’m Travis Greenlee, your host and and today we’re talking about something that can completely transform the way you connect with your clients: story selling. Now, I know you’ve probably heard about the power of storytelling before, but here’s the thing—your story isn’t just a nice-to-have. In today’s world, where trust is in short supply, your story is the gateway to building real, meaningful connections with your clients. And I’m going to show you exactly how to craft a story that’s not just clear and concise, but one that’s compelling enough to cut through the noise and really resonate.

Here’s the thing: we live in what I call a “trust recession.” People are bombarded with information, and they’re skeptical. They’re looking for something real, something they can connect with, something that feels authentic. As Bernadette Jiwa, a brilliant author on storytelling, says, “People don’t buy what you do; they buy why you do it.” And that’s what this episode is all about—creating a story that lets people see your why, understand who you are, and trust that you can help them because you’ve walked a path they recognize.

So today, we’re going to break it all down. We’ll explore the two key elements that make your story resonate: the origin piece—where it all began, and the conversion piece—how your journey relates to your clients’ needs. And we’ll also bring in insights from storytelling experts like Donald Miller and Seth Godin to help you understand why these pieces are so essential, and how they make your message not only memorable but also magnetic.

If you’re ready to stop just talking about your business and start sharing a story that makes people *feel* something—something that connects them to you—then stay tuned. This episode is all about finding and telling the story that brings you and your clients together.

Alright, let’s talk about why story selling is so crucial today. You know, we’re living in a time where people are more skeptical than ever. They’ve seen it all. They’ve heard every pitch, seen every tactic, and they can spot a sales gimmick from a mile away. This is why, in today’s market, trust is the ultimate currency. And building that trust doesn’t start with telling people how great your services are—it starts with showing them who *you* are.

Donald Miller, in his book Building a StoryBrand, talks about how people don’t need another hero—they need a guide. Your clients are already the heroes of their own stories. They’re on their own journeys, facing their own challenges. They’re not looking for someone to save them; they’re looking for someone who can help them along the way. And that’s where your story comes in. It’s how you position yourself as someone who gets it, who’s been there, and who has the tools to guide them to where they want to go.

Bernadette Jiwa, another incredible author on storytelling, explains it beautifully: “People don’t buy what you do; they buy why you do it.” This means your story isn’t just about telling people what you offer—it’s about showing them why you’re passionate about it, why it matters to you, and why it should matter to them. When you can share your *why* in a way that feels real and relatable, you create a connection that goes beyond business.

So let’s dig into what makes a powerful story. There are two essential elements here—the origin piece and the conversion piece. Together, they create a story that not only tells people who you are but also shows them why you’re the person they should trust to guide them on their journey.

The origin piece is where you share the moments that led you to where you are today. This is the part of your story that lets people see the human side of you. It’s about more than just your business; it’s about your journey, your challenges, and the things that shaped your mission.

For me, there were two major turning points that really defined my path. The first was back in 2008, during the Great Recession. I was running a successful coaching business, working with clients I loved, and I thought I had it all figured out. But when the recession hit, my business took a nosedive. I went from a packed calendar to an empty one almost overnight. I remember the sleepless nights, the fear, and the feeling that everything I’d built could disappear just like that. It was a brutal wake-up call, but it also forced me to look at my business in a whole new way. I realized I needed to build something that could withstand tough times, something that wasn’t just profitable but resilient.

Then, just a few years later, I was hit with another challenge: I was diagnosed with cancer. And let me tell you, facing a health crisis like that makes you reevaluate everything. It put things into perspective and made me realize that I wanted a business that didn’t just give me financial success, but also the freedom to live life fully. That experience solidified my mission. I wanted to help others build businesses that don’t just make money, but that also allow them to live with purpose and freedom.

Now, here’s where the magic happens. The conversion piece is where you connect your story to your clients’ experiences. It’s where you shift from telling them about your journey to showing them how it relates to their own. This is where you demonstrate that because of what you’ve been through, you have unique insights and tools to help them navigate their own challenges.

When I tell my story to clients, I’m not just talking about myself—I’m talking about the lessons I learned and how they apply to their struggles. I know what it’s like to feel overwhelmed, to wonder if you’ll be able to keep the lights on, to worry about the future. And because I’ve been there, I understand the importance of building a business that’s not just profitable but sustainable. A business that gives you freedom, security, and the chance to live life on your own terms.

For example, I worked with Robin, who was stuck in a corporate job that was slowly draining her. She wanted to start her own coaching business but was terrified of leaving the stability of her nine-to-five. When she heard my story, she realized that reinvention was possible—that you could create something new, even in the face of fear and uncertainty. Today, Robin’s running a business that aligns with her values and gives her the freedom she craved. Her story is a testament to how powerful it is when you can show clients that you’ve been where they are and that you have a roadmap for where they want to go.

Here’s the thing about storytelling: if it’s not relevant, it won’t stick. You could have the most amazing story in the world, but if it doesn’t connect with what your audience is going through, it won’t have the impact you’re hoping for. This is where relevancy becomes so important.

Think of it this way—your story needs to reflect your clients’ realities. They need to see themselves in it. When your story is relevant, it feels like you’re speaking directly to them. It shows that you understand not just where they’re coming from, but where they want to go. And that’s where you build trust.

Relevancy also builds credibility. When people see that you’ve faced similar challenges and come out the other side, they’re more likely to believe that you can help them do the same. It’s about showing, not just telling, that you understand their world. And when you can make that connection, you’re not just sharing a story—you’re creating an emotional hook that draws them in and makes them want to know more.

So, how do you make sure your story is clear, concise, and compelling? It comes down to focusing on the essentials and speaking in a way that resonates with your audience.

First, don’t overcomplicate it. You don’t need to share every detail of your journey. Focus on the defining moments that shaped your mission and that directly relate to your clients’ challenges. For me, that means talking about the Great Recession and my cancer journey. These were the moments that pushed me to build a business that offers resilience and freedom—two things I know my clients are looking for.

Next, use language that feels familiar to your clients. If they often talk about feeling “stuck” or “burnt out,” weave those words into your story. It makes your message feel more personal and relatable, like you’re having a conversation with them, not talking *at* them.

And finally, focus on transformation. People are drawn to stories of change. They want to know that success is possible, even in the face of adversity. When you share how you went from struggling to succeeding, you’re not just telling a story—you’re offering hope and inspiration.

To really drive this home, let’s bring in some insights from the experts:

Donald Miller talks about the importance of clarity in Building a StoryBrand. He says, “If you confuse, you’ll lose.” That’s why it’s so crucial to keep your story simple and focused on what matters most to your audience. If they can’t easily follow your story, they won’t connect with it.

Bernadette Jiwa says that storytelling isn’t about telling people what to think; it’s about giving them a new way to see the world. And that’s what makes it so powerful. When you tell a story that’s authentic and relevant, you’re not just sharing information—you’re offering a new perspective.

Seth Godin reminds us that people buy stories that they can relate to. He says the best stories are the ones that make people feel understood. This is why relevancy is so important—if people don’t see themselves in your story, it won’t resonate.

At the end of the day, your story is one of the most powerful tools you have for building connections and driving action. The origin piece lets people see who you are and why you do what you do. The conversion piece makes it relevant to their lives and shows them why you’re the guide they need on their journey.

Your story should be more than just interesting—it should be useful. It should inspire your clients, give them hope, and make them feel like they’re not alone. When you get this right, your story becomes a magnet that draws the right people to you.

So, if you’re ready to create a story that attracts and enrolls your ideal clients, join me for my free Masterclass at lifestylebusinessquest.com. I’ll walk you through the exact steps to turn your story into a powerful tool for building a $250,000 lifestyle coaching business.

Thanks for tuning in to the Lifestyle Business Quest Podcast. Remember, your story has the power to change lives. Share it with authenticity, make it relevant, and watch how it transforms not only your business but also the lives of those you’re meant to serve.