Why “You’re Not Alone…” Marketing Works


Earlier this week, I met with a business coach who wants her followers to know it’s OK not to feel OK.

My client (let’s call her Emily) planned to write a blog post describing her own emotional ups and downs — how she, too, has times when she feels dejected and doesn’t feel grateful.

Quite a story to tell around the holiday called THANKSgiving.

I asked her, “Why do you choose to say this? What are you going for with this story?”

She told me her clients and followers have lots of ups and downs. When the holidays arrive, many stress about year-end numbers. Many feel down. They hide it because they want to put on a happy face for the holidays. They suffer in silence.

“I want them to know it’s OK to feel that way. They’re not alone,” Emily said.

Hats off to Emily for mastering “You’re not alone” marketing.

Market With Empathy

I know a lot of business people who don’t want to talk about the negatives.

“Discuss prospects’ problems? No way!” they say. “That’s fear-based marketing. I don’t want to be manipulative.”

When you say, “I understand your challenges and frustrations,” you’re not manipulating. You’re saying, “You’re not alone. I see you. I’m with you. And I can help.”

When you do this well, your followers will think, “Wow! You really get me!”

And when prospects believe you get them, they’ll lean in and ask, how can you help.

That can lead to a lasting, mutually beneficial relationship. That’s something to be thankful about.

Speaking of thankful, I’m grateful to have you in my online family, reading these emails, and sharing feedback when the mood strikes you.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.