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Here are four ways:

  1. Start with the URL. Your URL should immediately give someone the sense of what the site is all about. If there is a disconnect between your URL and your story/content, consider registering additional URLs and making distinct landing pages for your messaging. Keep your story clear,  concise and targeted.
  2. The About page. Your About page should actually be less about you and more about how well you understand your client’s situation. If the story you’re telling doesn’t help your message resonate with your customer – try again.
  3. Your speaking platform – if you are a professional speaker you understand how important it is to begin with a compelling story. How often does that story tie back to your business? Consider the ways to create connections between the two.
  4. Your referral programI previously blogged about Captain Valerie. She is the business owner who shares her stories and at the same time makes those stories a great marketing tool. I know I have personally shared her stories repeatedly since she first told me about her company. To take this even further, she might encourage her referral partners to use those same stories. These can be brought up in all types of settings, making it more personal and less of a hard sell, and ultimately making them more successful in bringing her new business.