The Everyday Storyteller

How to use fear wisely - tapping into your customer's worries without scaremongering.

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Business owners who don't tell their story are 92% more likely to fail in the first 2 years of trading.

Before you start panicking, that stat is entirely made up but I bet it made you look?! Fear is a potent emotion and, as such, should be used wisely when telling your stories.

Trying frighten your audience into doing something send an unmistakable message about who you are and what your brand stands for. I'm guessing that most of you, if not all of you, don't want to be seen like that.

Here are three ways to use fear in a positive way.

  1. Take the time to understand what your customers are afraid of and dig beyond the surface.
  2. Turn those fears on their head by showing your clients an alternative reality where they longer have that fear and what life could look like for them then.
  3. Share stories of where you've overcome similar fears and what you went on to do as a result. Even better, share stories of how you've helped others do that.

    4. Want to continue the conversation or get some extra support with telling your story?

    Find me:

    On Instagram: @22storiesandme

    On LinkedIn: linkedin.com/in/hilarysalzman

    Online: www.22-stories.com

    This podcast is produced by the brilliant Suzi @story_publishing

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    The Everyday StorytellerBy Hilary Salzman