Build A Brand Around Your Story: Use Your Story To Connect With Your Audience | Kari Sayers | Skillshare

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Build A Brand Around Your Story: Use Your Story To Connect With Your Audience

teacher avatar Kari Sayers, Digital Products + Online Business

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (24m)
    • 1. Introduction to Build a Brand Around Your Story

    • 2. Lesson 1: Your Personal Story

    • 3. Lesson 2: Your Business Story

    • 4. Lesson 3: Your Audience

    • 5. Lesson 4: Your Problems/Your Solutions

    • 6. Recap and Conclusion

    • 7. Class Project

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About This Class


Build A Brand Around Your Story is a business confidence class that helps you understand how your experiences and your unique story help you to connect with your audience.

The personal struggles you've faced are likely the same ones that your audience is being challenged by right now.

Those business failures that you've experienced are probably very similar to what your audience is having to overcome in their own businesses.

By learning how to share your story in an authentic way, you'll start to make real connections with your audience.

Build A Brand Around Your Story will help you better understand how to blend your story, your experiences, and your personality to build a brand that resonates with your audience.

Meet Your Teacher

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Kari Sayers

Digital Products + Online Business


I'm a mom of twins, a wife, an entrepreneur, a learning experience designer, and a few other titles depending on the day of the week :) I help creatives who want to monetize their creativity.


A few more things to help you get to know me:

I'm from the Midwest, but I've been living in South Carolina for over a decade now. I lived in Montreal for two years with my family and learned a little French. I'm an omnivert married to an ambivert. My twin boys light up my world and keep me on my toes. I've written a variety of books including romances, personal development, business, science fiction and children's books. Gummy candy is my kryptonite :( I've seen the movies Into The Woods and The Fifth Element about a trillion times. Mindy Kaling, Tina Fey, and Tracee E... See full profile

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1. Introduction to Build a Brand Around Your Story: Hey there. Welcome to build a brand around your story. This class is all about learning how to use your own story to better connect with your audience. My name is Carrie Steyer's I'm the founder of Mom preneurs money dot com, where I help women who want to learn how to monetize their creativity and become better business moms. So here's how to know if this classes for you. Answer these two questions first. Do you worry that your business ideas have already been done before? That's one question. Second, do you think that you have nothing new to add to the conversation? Or maybe you say to yourself, Oh, everyone's heard it all before. If you have answered yes to either one of those questions on the stop, you right there. So, first of all, this is a great class for you to take. And second of all, let me explain why that might say, it's kind of not right. So it's this thinking that will cause your business to never get off the ground are if you have happened to get your business off the ground, it will completely stall you in the future, Okay, because this type of thinking is untrue. So let me give you some examples. Have you ever heard of Lisa Nichols or Rhonda Bernard Daniel aboard all of these women, they teach about the law of attraction, self help, self transformation practices. They're all in the self help industry. Okay, They're all in this industry simultaneously, and they all have successful businesses. Here's another example. This is kind of ah, broader example that might really resonate with you. Have you ever heard of Maybelline are Loreal or cover girl? Okay, these companies, they exist simultaneously in the makeup beach. They all do. Very well. One last example. Have you heard of Marie for Leo or Pat Flynn or Ruth Sukit? Thes air all entrepreneurs who help online entrepreneurs to find success. Okay. So clearly, if there was only room for one superstar per industry, many of our most beloved businesses wouldn't even exist today. So what are the lessons here? Okay, to lessons are going to take away number one. There's absolutely room for you and your business ideas. Okay, So the competitors that I just mentioned previously, they're all unique individuals or companies. Okay? They're not clones of one another. They're very different, and because of that, they appeal to different audiences. So whether you're a new or even established business owner, this is a powerful lesson. Lesson number two. In order to stand out from the crowd, you need to embrace your unique story. Okay, that's what this class is all about. It's about embracing your unique story and using that story to connect with your audience. The truth is that even if there are hundreds or thousands of people with similar business ideas of you, none of them bring to the table your own unique perspective and life stories. Okay, it's learning how to flaunt your story, as I call it, that's gonna set you apart and allow you to better connect with people. So I invite you to enroll in this class. Let's get started. 2. Lesson 1: Your Personal Story: so before we dive into the lessons, just want you to keep this in mind when you share your story in an authentic way. That's when you start to make rial connections with your audience. Okay, so just keep that in mind as we get started on these lessons. Lesson one is all about sharing your personal story. Okay, so your unique background is what's going to appeal to your ideal client, your ideal reader. That's what's going to really draw them in. So you need to start thinking about OK, what struggles have you overcome? What hardships have you faced? So right now we're just talking about your personal story. We'll get into your business story in the next lesson, but just in your personal life, Okay, those struggles, those hardships, how have you impacted someone's life? Or maybe how is someone else impacted your life? The thing to think about here is that everyone struggles at some point, and we all need sources of inspiration. So it's and sharing your personal story that you're able to tell someone whether or not maybe, just maybe, you can be that inspiration for them. Okay, that's how they start to make this connection. It's good to keep in mind that your personal story typically starts to share your why. OK, you know, why did you do this or why did you do that on what I like to do is look at the about pages of some of my favorite online entrepreneurs and like that really helps you to get a feel for, like, how are these people sharing their story? Um, just to give you an example, I have a snippet of my about page. If you want to read the full thing, you feel free to go to my website and take a look at that. But for the purposes of this class, I just wanted to share a little bit about my about page you'll see as you start to read. I started my first block back in 2014 and that I had a career path that I really hated at the time, and I needed a creative outlet from that. Then I go on to talk about you know, the overwhelming everyday responsibilities of motherhood and marriage, and I just felt like, you know, I feel like I was being boxed in and I needed Ah, creative escape. And that's what my business, what my blawg did for me. Now the person who is reading this if you know they might be a mom are, you know, a wife and they're filling those same feelings. That's when we start to make that connection. So here I'm already sharing little tidbits of my personal life, and it's letting that person know whether or not I might be someone who can help them, you know, move forward on their journey. So for the first exercise for lesson one, I want you to visit the about pages of three entrepreneurs who inspire you. Okay, us who? He might kind of know the life inside and out of the person. You know, these people who you've been following online who really inspire you. But just, you know, go back, take a look, read through there about pages again, and really pay attention to what it is that they're sharing. Then, you know, use that as your inspiration. I want you to take five or 10 minutes, grab a pen so you have a piece of paper and actually write out the details of your own personal story. Pretend you're writing your about page. What is the You know, your about page for your website. Like, what are the things that you would want to share? What are the things you want, um, to really you know, to really connect with the reader, like, what are those things that you feel are important, Then we'll move on to the next lesson. 3. Lesson 2: Your Business Story: in less than one. We talked about sharing your personal story now and listen to Let's talk about sharing your business story. Here's some of the questions I want you to keep in mind. What are your biggest business struggles? Okay, what air? Those regrets that you might have had about your business. What obstacles did you have to overcome or what obstacles are you still facing? What's your biggest business goal? Do you have a business goal that ties into your life goals? And how do you a plant? How do you plan to achieve those goals? So these are all questions that you can be asking yourself, because these are perfect things to share with your audience about your business story. So let's show you a quick example from myself. Like I is here like me. I love to read success stories like I like to know, like, How did people find success like, How did they turn into six figure businesses and this and that? But one thing that we don't always hear a lot about? I mean sometimes, but not as often is the failures off these people who we look up to, like How did they fail Like what? You know what happened to them and how did they pick themselves up? Because they have to have failed, Right? I think that we can find a lot of lessons and looking at our failures and regrets. And I think that when it comes to really sharing your story authentically that you should talk about your failure. So one thing that I did is I actually wrote an article you can find this one on medium and it's just seven examples of my failed business ideas that as a mom preneurs and the lessons I learned and I just kind of do like in chronicle chronological order, some different businesses that I've tried, and I actually have more than seven failed business ideas. It's funny, cause my husband, I found a box with, like, old business cards and, you know, different from different things that I tried. So it was really kind of funny to look back and look at all these things that I tried and, you know, didn't necessarily succeed in. But it's a part of my journey. It's a part of my story, so I definitely encourage you to, you know, to think about that. Think about your failures or your regrets and how that shaped and molded you. And like what? You can learn from that. So, for Lesson two for this exercise, here's what I want you to dio take a few minutes and write the answers to the questions about your business story that we mentioned at the beginning of this lesson. So I want you to answer what's been your biggest struggle in business. How did you overcome it? What was your biggest win in business? Did you celebrate that win? What's been your biggest regret in business? What's your biggest business goal? How do you plan to achieve that goal? So just take a couple of minutes. It doesn't have to be long. Five minutes, three minutes, five minutes, 10 minutes Whatever you need and just jot down some things about your business story. Okay, the stuff that comes up as you write this down here. These are things that can be used when it comes toe, putting together sales pages and copy for your website or copy for products and services that you have. So it's good to have a list of these either way, but it's really gonna help to. Like I said, kind of round out your story. You already have your personal story, and you should have written some notes about that. Now, with this exercise, you'll have some information written down about your business story, and I'll start to show you how you can tidies altogether and really better connect with your audience in the next lesson. 4. Lesson 3: Your Audience: So let's recap quickly in less than one. We talked about sharing your personal story and listen to. We talked about sharing your business story. Now, in less than three, I want to talk about you getting to know your ideal audience. So I think in several classes that I've done, I talk about the mistake that some entrepreneurs make and thinking that you know they're writing for or creating products and services for everyone. Like they don't really hone in on an ideal client. I think that that's a mistake, because you really can't make solutions for everyone. Okay, your clients, your readers are there. Just as unique is you are so you can't just make an umbrella product or have an umbrella brand. I think you really have to hone in and know your audience. So one thing I like to do is kind of go through and answer questions about who your ideal client is or who your ideal audiences so think about what makes her happy. What drives are crazy, You know what are her struggles? Um, what comes easily to her? So these are all things Teoh keep in mind and kind of think about like, how would my ideal client answer these questions? So one thing that you've probably seen, you know, if you do or spend any type of time online, is you hear about a customer avatar. You know, you've probably heard or read about that over and over again. A customer avatar is the same as having basically, like an ideal client. You kind of have this one person in mind. And the idea is that you think about this one person and this is the person that you're creating content for. So the whole idea behind it is just to kind of make the content creation process easier for you. So I've done this exercise a 1,000,000 times in my business. So this is just an example that I put together for a mantra, nor money. So my kind of ideal client. So Stephanie's her name. She's a wife. She's a mom of two. Her kids were both under age seven. She works a full time job during the day, and then she works on her blogging at night. So her players are that she can earn a side income from her block and then maybe even build up that income and eventually quit her day job because she's bored at her day job and you know she lacks freedom from it. She feels constrained. She wants to be a little bit more creative. So she works on her block at night when our kids go to bed and then, you know, sometimes during her lunch breaks or maybe even during actual working hours. But you know, we're not gonna tell anyone about that. 70 feels like the learning curve for creating online businesses is. I mean, it's really steep, and she starts to get frustrated on. And then furthermore, she looks at these other mom bloggers and she sees their success. And she's like, Okay, what am I doing wrong? She kind of feels a little envious about that. So these are just some examples of really starting to picture. Who is this person like? You know, who is this person you're creating your business to help? What are the problems that they're dealing with? And we'll get into that in just a second, you know, thinking about their problems, what you really kind of need tohave, um, an image in your mind of who this person is. It's gonna make the content creation process much easier. So the exercise for less than three is simple. I just want you to describe your ideal client. Okay, I say it's simple, but okay, this can be a little bit difficult. So let me take that back. Maybe it's not simple. It can be a little bit difficult. But if you just kind of sit down and give yourself a little bit of time to think about this and I'll give you a hint Ah, lot of times your ideal client is basically you four steps ago or three steps ago. So maybe, you know, you've overcome certain issues. Um, and now you're wanting to help people who have those same issues that you've already overcome. So that's one way to think about your ideal client. They might actually be a previous version of you, So I want you to answer the questions that we mentioned at the beginning of this lesson and answer them as you believe your ideal client would answer them after you do that will move on to lesson for 5. Lesson 4: Your Problems/Your Solutions: Yea, so you made it toe lesson for So let's recap really quickly in less than one we talked about sharing your personal story lesson to was about sharing your business story in less than three was about really getting to know your ideal client. So now unless and four we're gonna take everything that we just talked about, and we're gonna talk about how to tie that in and really start to turn your story into solutions for this ideal client. So I want to keep in mind that the problems you've faced are very likely the same challenges affecting your audience. Okay, So did you hear that? The problems you faced previously or maybe even facing now they're very likely some of the same challenges affecting your audience. The great thing is, you know, if there could be a great thing about a problem, it's that these problems and setbacks there the inspiration for designing products and services and programs that can solve the issues of your ideal client. So let me give you some examples in my own business. I already told you previously, you can look at my about page and you'll see the spot on that I struggled with life as a mom, Okay? It felt like I lost myself. I kind of felt like I was in a funk for a really long time. And as I started to find ways of coming out of that funk, one of the things that I did was keep track of those. And then I ended up writing a short E book, which then I then turned into a print book and then subsequently I'm an audio book about overcoming these challenges and improving my mind set. So that's what you see here at the top of the slide. It's my book. Have you seen my sexy? And it's just me talking about my life as a mom and coming out of that funk. So I used a problem that I had a struggled as a mom, and I turned that problem, um, into a solution to help others who might be going through those same feelings and don't know what to dio. To the far right, you'll see how to create a money making course on a budget. So this is a block post that I wrote. Ah, pretty much I struggled, learning how to create my first online course. I didn't have a lot of money at the time. I kept thinking to myself, Oh, my goodness, like I can't afford to buy all this big video equipment and production software like I didn't have the money to do that and that was a problem for me. So I spent time trying to figure out OK, how do I do this on a small budget? And my small budget was like less than 50 bucks or even, you know, maybe free if I could swing it. So after I figured out those steps, I wrote a block post about it, and I shared that with other people. So you might be thinking, OK, well, you that's not something that you got paid for. Yeah, that's fine. But it was a problem that I had. It's actually it was something I wanted to share for free with my audience, to help them understand, Like, you know, here's what I did. Here is what I struggled with. Here's how I can help you. So I turned that into a free block post, and then the bottom left. This is another digital product that I have is actually called Plan your digital product and what happened is so after I figured out okay, how to, you know, make courses and products on small budget. I was then overwhelmed with the planning process, like it was taking me, like hours and hours and sometimes days or weeks to actually plan these things. And like, this can't be like this is not, you know, inefficient use of time. There has to be a faster way. So, you know, I practice in practice and pretty much got it The planning process for my digital products down to where I can plan a product in, like, an afternoon. And after I figured that out and look OK, I can show other people how I do this, how I get this done. And so I created a short course and a workbook, a downloadable workbook that explains how to do it more efficiently. So these are just examples of how I took problems that I was experiencing. So the top one is a personal problem that I had, and the other two are kind of business related problems. I took those problems and I created products to help other people who might be experiencing those same problems. So my goal was that maybe they don't have to go through it as long as you know, as I went through it. Maybe they can find the solution faster than it took me to find solutions. So for less than four for this exercise, I want you to use your story. Use what you learn and that's your personal and your business story. Use what you learned about your ideal client in lesson number three and really start to brainstorm. You know, what are those problems that your ideal client are facing? And these could be problems that she's facing in her life or in her business. So something to note as you're thinking about this, the reason this is important, as I just showed you those problems you're going to start to figure out solutions and those solutions, or what gonna be what are going to be your products and services that you're able to offer ? Okay, So as you're making this list, you know, 10 15 problems 2020 is great and capable 20 problems. It's okay if some of the problems are not big problems, right? You want a mix of small issues. And then if there's some huge dilemmas, that's great, too. You can put that down. Those smaller issues, those air gonna lead to being, you know, either like free offers that you have or maybe low cost solutions that don't cost much money. And then those bigger issues that you find that your ideal client are facing his face are facing is facing. Yet, you know, I'm trying to say on those bigger issues are what will lead to being like your higher ticket products and services that are solutions for them. So take a couple of minutes right out as many problems as you can think of, and then we'll tie this all together at the very end. 6. Recap and Conclusion: so after the exercise, and Lesson four, you should now have a list of problems that are faced by your ideal client. And the way you kind of wrapped this up is to look at those different problems and kind of order them from, you know, maybe smaller problems into bigger problems. And again, looking at that, you can turn those smaller problems into either free or low costs solutions that you you know, they can lead into that. And then the bigger the problem gets, the more likely it is that you can kind of build an entire program or, you know, are a larger, more costly digital product around that particular issue. So at this point, congratulations. You've made it through the four core lessons of Build a brand around your story. You've talked about your personal story. You've talked about your business story. You've really dug in and identify your ideal client, and you've listed out different problems that are faced by that ideal client. Four things I want you to remember from this class. Number one. No one else has your personality. So you're weird sense of humor, your goofy laugh, like whatever the case may be that is unique to your personality. And it's important to keep that in mind. Number two. No one else has your experiences. Okay? We talked about your personal experiences. Your business experiences. Yes. Yes, I know. We often share, you know, similar experiences with people. But at the end of the day, your experiences are unique to you, which ties into the third point. You know, even with those experiences, like the way that you kind of read into those experiences, your insights, they're gonna be different. Okay, No one else has those particular insights and all of those things lead to the most important point. That's the No one has your story. Okay? When you're consistent and authentic in your content creation and you're marking efforts like the right people are gonna absolutely love you. OK? The right people are gonna love your story and want to learn from you. So keep that in mind. So I kind of end with these two points. Remember that each one of us is unique. But many of us have shared experiences, right? The struggles you faced are very likely the same ones challenging your audience. So you have to start to use your story toe, build your brand to really connect with people. Okay? Use the challenges that you face. Use the challenges that you know your audience. You know, you're aware that they're experiencing right now you have to start to use those to your advantage and really build that connection. And what that means is taking your story, your experience, infusing your personality in tow, all aspects of your business. And that goes for everything from the block post that you write to the social media posts to the emails that you send to your audience to the products and services and programs that you create. You have to tie together your story and infuse your personality and really, really want your story. Like I said at the end of the day, that is why people will be attracted to you in your business. That is why people will want to learn from you. That is why people will recommend you as the top you know, Kochar author or blogger or whatever the case may be, it's that residence that you create there that will really help you toe build that brand that you love so much. Thank you so much for taking this class. I really appreciate your time. As always. If you have any questions, you can shoot me an email or leave it in the comments section under the discussion area. I look forward to hearing from you and good luck building your brand around your story. 7. Class Project: Of course, At the end of each class, I encourage you to participate in the little mini class project for building brand around your story. All I want you to do is go to the class project area, introduce yourself, share your biggest business struggle. And if you have one share the solution or what it is you're doing toe overcome that struggle. I think it's fantastic when we can share this type of information with each other. It helps us to keep one another encouraged. And it helps us all to grow at the end of the day. Thank you. I really appreciate you being a part of this class and I'll see you in the next one.