Every successful coach knows they need a signature story.

The story that builds their creditability and inspires their audience to resonate with them.

But most coaches tell the wrong story.

They share a story that builds their credibility or connects with them but DOESN’T make the audience want to work with them.

They don’t need to tell their credibility story. They need to tell their “𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝘀𝘁𝗼𝗿𝘆.”

A “conversion story” is the 𝘀𝘁𝗼𝗿𝘆 𝗼𝗳 𝘆𝗼𝘂𝗿 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻.

Your 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 story builds creditability, connects you with your audience, and leads them to want to work with you in your program.

People come to you for transformation. Show them how you did it.

My transformation story is:

I was a terrible writer.

In a performance review, my boss told me, “The only thing standing between you and a senior management position is your written English.”

I was crushed. I desperately wanted to succeed in my career. But in my heart, I knew he was right. English was my second language and my weakness. Rather than getting disheartened, I took his feedback as a challenge.

I joined a writing group.

I enrolled in writing courses.

I learned to write minutes, reports, and discussion papers.

I started working on improving my written English.

But instead of focusing just on business writing, I learned storytelling.

I gathered that writing was nothing but storytelling.

I learned to tell stories in my resume.

I started including stories in my reports.

I developed skills to weave stories in discussion papers.

With my storytelling, I not only won the senior management position I wanted, but I became the author of five books.

Now I coach others to write their books.

My 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 story is my “𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝘀𝘁𝗼𝗿𝘆.”

They see my transformation and they think, “If she can do it, I can do it too.”

And that converts them from being my audience to my client.

What’s your “conversion story?”