Entries tagged as ‘clients’
For most of the 190,000 years that humans have been alive on this earth, they’ve learned their most important information, including survival skills, culture, religion, etc., through stories. The human brain, in fact, is wired specifically so that stories, and storytelling, have a much stronger emotional impact than information that’s presented quantitatively or according to some other emotionless structure.
~ marketing guru, Michael Bosworth
It’s the right side of our brain that harbors our creativity and emotions. It’s where storytelling has its impact. People are drawn to telling their personal histories by such deep seated desires as leaving a legacy, capturing fond memories, or finding meaning in their lives. They’ll ultimately make a decision to engage your services based on emotional not quantitative information. If you’re not making “storytelling” a part of your presentation, you’re losing clients. In a BNET interview with Michael Bosworth he says,
The emotional brain is where the ‘aha’ moments happen. Where the “I want that” or “I need that” feelings happen. The buyer has “gut reaction” and an image that allows them to make an emotional decision, such as the decision to trust someone or buy something. They can feel it and see it rather than quantifying.
How can you use storytelling to engage prospective clients?
Here are four tips:
- Start with a story from your own experience. Your story should convey the delight, poignancy, and impact that life stories can have for individuals and their families. For me, the story I previously wrote, When Small Can Be Profound, about a dying mother and her young child is a powerful reminder of the invaluable nature of our work.
- Borrow a story. If you don’t have a personal story that suits your needs, then find one that does. For example, in How a Prehistoric Cave Painting Came to My Rescue, I found symbolism that spoke to my suspicion that storytelling is part of our DNA. Another story I want to use some day is from James Loewen’s book Lies My Teacher Told Me. He writes that in some African societies,
The recently departed whose time overlapped with people still here are the Sasha, the living dead. They are not wholly dead, for they live on in the memories of the living … when the last person knowing an ancestor dies, that ancestor leaves the Sasha for the Zamani, the dead.
One might say that the Zamani are truly dead for no one currently living knew them. What a powerful reason for ensuring that our loved one’s stories are preserved so that they might continue to live in the hearts of those far into the future.
3. Be a good listener. This shouldn’t be difficult for personal historians. That’s what we do! It’s important to listen for the stories that are behind a person’s interest in hiring you. Ask questions that will help draw these stories out. They might be stories that relate to leaving a recorded legacy or perhaps a document that speaks to their beliefs, values, and wisdom learned. Whatever it is, be assured that there are very real emotional reasons for someone wanting to record a life story.
4. Retell your clients’ stories. In retelling your clients’ stories you not only demonstrate that you’re a good listener but you also help reinforce your clients’ “right brain” reasons for wanting to record a life story. As Michael Bosworth says,
Then, and only then, are you ready to sell, because then you can retell the customer story with a different ending or a new sequel, with your offering playing a role in the story. It’s also useful to have a quiver of “here’s how I’ve helped other people” stories, so that you can help the prospect visualize a future that includes you and your offering.
What of your own experience? Have you used stories to promote your personal history service?
Image by Ronda Del Boccio
If you enjoyed this post, get free updates by email.
Share this post.
Categories: How to · Life stories · Marketing · Personal historian · Tips
Tagged: clients, Life stories, Marketing, Personal historian, promotion, storytelling, using storytelling
**Don’t forget to vote on my poll: How long have you been a personal historian? Click here to vote.**
Those of you who’ve been following my blog know that I periodically have the need for a good “old-fashioned” rant. It’s kind of therapeutic. And I like to think that perhaps I voice some of the same frustrations that you experience. So hang on to your hat, here’s my latest!
I haven’t met anyone who doesn’t love the idea of a personal history, that is, until they find out how much it costs. Then I usually get looks of incredulity, shock, or disapproval. This is often followed by something like, “I’ll have to think about this and get back to you” or “I’m afraid that’s much more than we had planned”. In any respect, I usually never hear from them again. Now I don’t charge outrageous fees. For the most part, they fall within the range charged by other personal historians.
Why is it that as a professional I’m expected to work for “sweat shop” wages? No one for a minute would challenge the rates charged for legal or financial services. And the same people who question my fees think nothing of spending thousands of dollars on renovating their kitchen or bathroom. What gives?
There was a time I used to cringe inwardly when the conversation with a potential client turned to money. Not any more! I know that I bring years of hard-earned experience to the table. I’ve won significant awards attesting to the quality of my work and I have many satisfied clients.
Now, when it’s time to quote costs, I hold my head high. I look people in the eye and give it to them straight. No tugging at my forelock. No eyes cast downward. No stammering. And if they don’t like it, too bad. They can get cousin Harold to do the work. I’m sure he has a little digital video camera and won’t charge a cent!
Thank you and have a nice day. 
Photo by Patrick Hoesly
If you enjoyed this post, get free updates by email.
Poll: How long have you been a personal historian? Click here.
Share this post.
Categories: Inspiration · Marketing · Personal historian
Tagged: charges, clients, cost, fees, Personal historian, rant
September 23, 2009 · 3 Comments
When I was a young lad, an old friend of the family would sometimes take me fishing. He was a good fisherman and he would always say, “Dan, if you want to catch fish, you’ve got to go where the fish are.” This got me thinking that you could apply this piece of folk wisdom to marketing. If you want to get personal history clients, you’ve got to go where the personal history clients are.
Marketing experts stress the importance of knowing your target audience. Over the years I realize that my clients tend to have somewhat the same profile. And this profile rings true for many other personal historians. For the most part my clients are:
- female
- professional
- 50 t0 60 years old
- at least one parent living
- wanting to record and preserve a parent’s life story
- too busy or lacking the skill to produce a personal history
Like fishing, knowing who your clients are helps determine how and where you might reach them. If you want to find some personal history clients who meet the profile above, I’d suggest the following:
- Join a professional networking group like BNI (Business Network International), Chamber of Commerce, or eWomenNetwork.
- Write an article or get interviewed for the Lifestyle section of your local newspaper.
- Participate in community groups like fitness and yoga classes, choirs, and adult education classes.
- Join or offer presentations to women’s professional associations and groups.
- Become involved with your Alumni association.
- Join and participate in Facebook and Twitter groups that have an interest in family stories.
This is by no means an exhaustive list. What are some of the ways you reach out to the kind of clients I’ve mentioned? Please share your tips in the comment box below. I always welcome your comments.
Photo by Lindsey Scalera
Share this post.
Categories: How to · Marketing · Personal historian
Tagged: clients, How to, Marketing, Personal historian, personal histories, Tips
Thanks to Web Worker Daily for suggesting this topic. If you’re a freelancer like me, you always want new clients. Without clients things can begin to look a little bleak. When you first start out, any client seems better than none. But you learn, as I did, that this isn’t always the case. Here are seven questions you need to ask yourself before taking on a new personal history client.
- Do I have the time? Look carefully at what’s on your plate right now. This should include not only current projects but also ongoing business tasks such as networking, promotion, and bookkeeping. Don’t forget to factor in personal chores such as shopping, caregiving, and cleaning. No one wants to say no to potential work but you also want to do the best for your client while at the same time not becoming over- extended.
- Is this a client I like? One of the pleasures of being a personal historian is that we get to work with some incredibly interesting people. If you find that your potential client exhibits behavior and expresses beliefs that are antithetical to yours, you should seriously question continuing with that client. Remember, you’ll be spending many hours together and you don’t want to be continually agitated by someone you basically don’t like.
- Am I a good fit for this client? Each of us tends to specialize. In my case it’s video life stories although I have done some books. If your potential client is looking for a life story in a format in which you haven’t much experience, then consider referring that client to someone who does have the expertise. You’ll gain the respect of your client for being forthright. If you still want to take on this client, do you have access to people who could help you in those areas where you’re less proficient?
- Does this client have the support of other family members? Families can be messy – not at all like those Norman Rockwell paintings. You don’t want inadvertently to get yourself into some long-standing family squabble. Ask if your client has discussed this undertaking with other family members. Are they supportive? Are there concerns? If there hasn’t been any discussion, then have your client bring together all the parties concerned so that you can talk to the group about what’s involved and answer questions.
- Am I treated as a professional? Remember you are a professional. If you’re like me, you’ve had decades of experience in a field related to personal history, have a university degree or two, and have a portfolio of personal history projects. So watch out for potential clients who fail to return calls, keep changing appointment times, forget meetings, try to “nickel and dime” you to death, and imply that their “cousin Bob” could do the work for half the price. None of this is in keeping with treating you as a professional. No one would treat a lawyer, accountant, or doctor that way. You shouldn’t put up with this kind of behavior either.
- Is this potential client the one who will be paying me? From my experience, it’s not uncommon for the person requesting my service not to be the same person paying for it. For example, a daughter may inquire about doing a personal history for her mother but it is the parent who will be paying for the work. From the beginning it’s important to establish who is paying for your service. You want to have all the principal players in the same room so that you can explain the process directly and address any concerns that may arise. Failure to do this can mean misinterpreted information is relayed and additional meetings may be needed to clarify matters. This is not a productive use of your time.
- Will working with this client stretch me professionally? I don’t know about you, but I thrive on challenges. If I had to do the same thing day-in and day-out I’d be bored. Now it’s a truism that clients pay you for what you know not what you need to know. It may sound as if I’m contradicting Question Three above. However, if you tell your client you’d enjoy taking on the challenge of expanding your skills, you might gain their support. You can sweeten the deal by offering your service at a lower than normal fee to compensate for your learning.
What tips do you have for screening potential clients?
Photo by Marco Bellucci
Share this post.
Categories: Personal historian · Tips
Tagged: clients, Personal historian, questions to ask, screening clients, Tips
I’m sure that many of you have had the experience of a potential client eagerly wanting to engage your personal history services but unable to afford the cost. It’s disappointing. But here’s a word of advice. Don’t immediately slash your rates to try to get the job. No self respecting professional would do that. There’s a better way.
