Using Stories To Get Great Clients

Using Stories to Get Great Clients
Your Story is Your Success!
Lisa Bloom MBA PCC

Story Coach
Founder of Story Coach Ltd
http://story-coach.com
Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

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© 2021
Lisa Bloom
Story Coach
All rights reserved,

Including the right to reproduce this ebook
or any portions thereof in any form.
For further information, contact

Lisa Bloom
lisa@story-coach.com
http://www.story-coach.com

www.story-coach.com
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Contents
Introduction................................................................................................... 4
Lisa’s Story ................................................................................................... 22
Part 1 – Discover Your Story ......................................................................... 11
Part 2 – How To Use Your Story ................................................................... 14
Part 3 – Your Winning Niche ........................................................................ 14
Part 4 – Creation! Crafting Your Story .......................................................... 19
Part 5 – Telling Your Story for Maximum Effect! .......................................... 19
Call to Action! .............................................................................................. 25

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Introduction
Storytelling is by far the most underrated skill

in business. ”
— Gary Vaynerchuck, @garyvee, Author,

Crush It !
These days, so many entrepreneurs are having a tough time finding clients. There are lots of
reasons. Some are external, like the economy and lack of resources and the general sense
that people need to hang on to whatever money they have, rather than spending it on
products and services. Other reasons are related to internal issues; primarily the feeling of
being overwhelmed; spinning plates, juggling balls in the air, tightrope walking; and along
with this fragile balancing act there is the ever-growing feeling of frustration. Entrepreneurs
(or those that would like to be) are more and more frustrated by the feelings that in doing
everything, nothing is getting done. With the desire to have their authentic voice out in the
world, and do meaningful work, it’s easy to feel discouraged and even desperate.
Is this you? You're great at what you do, but you have a really hard time trying to market
yourself and sell your services. In fact, you hate the marketing and most of what the experts
tell you to do feels all wrong.
If you have such a hard time articulating what you do, it can lead to a serious crisis in self-
confidence; it is so easy to lose confidence when you feel like you are unclear or stumble
over your explanations about yourself that don't give the effect you want.
There are clear signs of overwhelm and frustration that are emerging for more and more
busy, successful, and talented entrepreneurs:

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It seems like there are just not enough hours in the day.
There is never enough time to respond to emails, follow up with potential clients, do the
paperwork and develop new ideas for products and services.
You have become exhausted because your work pulls you in every direction and you have
little or no time to yourself.
You fanaticize about getting to read that book you’ve had your eye on for ages or meeting
up with some friends or even just taking a really nice walk or cycle without worrying about
what you need to rush home for.
It feels like by the time things get easier, it’ll be too late, your kids will have grown up,
moved away and your life will have flown by.
You know that all your hard work will eventually pay off but wonder if it is just taking too
long and you’ll look back and wonder what happened, how did those precious years
disappear?
You’re beginning to wonder if it really is possible to have everything you want without
jeopardizing your health and happiness.
People always say, you can’t have your cake and eat it. And I always wonder, what’s the
point in having cake, if you can’t eat it? Are you wondering what the price will be for you
having it all? Are you endangering your health and sanity by simply wanting to be all that
you can be?
But there is HOPE!
If you learn and use the success techniques, that I am about to show you; you can have an
interesting, successful business, get your story out and do the meaningful work you are
supposed to do!

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You can learn the powerful secret of attracting clients and building your business while
keeping your authenticity and comfort level with the marketing.
It’s not based on theory or a quick fix but something much deeper, more compelling and far
more magnetic.
When you think about it, every successful person and every successful business has an
amazing story behind them, and we always remember the story. You also have a story that
is the key to attracting clients, making money in your business and keeping a balanced
personal life.
Here are some examples:
Have you ever struggled to explain what you do to a potential client?

You can find your story, the one that makes people listen, be easily influenced, and
convinced to work with you!
Have you ever missed your big chance to make an impression with a new client?
You can discover your authentic story that describes your core strengths, the story that will
differentiate you in your niche market.
Do you know what your story is? The main theme of you that will make all the difference
in getting what you want.
How many times have you heard an amazing story about a person or a business that you
remembered later? These are the stories that we pass on. The stories that really draw us in
and we respond to.
In every interaction, we are drawn in by a good story and that is what we remember! All we
have to hear is the first few words:
’you’ll never believe what happened…’

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‘so there I was minding my own business when…’
‘it was a long time ago but I remember it like yesterday…’
‘do you remember how it started…’
We are immediately interested, we want to hear what happened, we eagerly await the next
few words.
Well, it’s no different with business or individual success, when there is a compelling story,
we always remember it! Who can forget J.K. Rowling writing the first drafts of Harry Potter
in a café because she couldn’t afford to heat the apartment where she lived; or how Bill
Gates dropped out of college, how George Eastman (Kodak) had a vision of every person
owning a camera, or how Henry Ford said they could produce a car in any color as long as it
was black. These are stories that stick, stories we remember!
You have an amazing story too. You have passion and expertise and you are committed to
what you do. When you can tell your story, you can build confidence and create
relationships; you can build credibility and trust. This results in more clients, more sales and
a more vibrant business.
You see everything depends on your story - your business plan and all of your activities - if
your story is not clear to you and to your clients, your business will not thrive.
This is not just about writing marketing copy, or developing a brand – this is about
understanding at the most basic level, what you are here to do. It is about being crystal
clear and completely focused about what only you can offer your clients. How you can add
value way beyond your clients’ wildest expectations; this is about your confidence to go out
there and create the success you have always dreamed of.
So that:
• Your business will be more profitable
• You will attract more of your ideal clients

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• You will know that you are giving phenomenal value to your clients
• You will feel confident and secure as you create your success
• You will have more free time to create the lifestyle you’ve always wanted because
your business is thriving!
Welcome to ‘Using Stories to Get Great Clients’

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Lisa’s Story
They say I was a late walker, but what I missed in mobility I made up for with
words. In fact, I never stopped talking, they say! I was telling stories even
then!
I was born in Dublin, Ireland and grew up in a traditional home surrounded by

beautiful countryside (it really is greener than anywhere else!), amazing stories
of pixies and leprechauns, and the warmth of Jewish practice (not to mention
chicken soup and kugel); I grew up to love to hear and tell stories!
I have travelled widely and taken on many jobs; stable-girl, galley-slave, bar-
tender, photographer, Rape Crisis Counsellor, HR Manager, Coach, Mother,
Entrepreneur, Author, Mentor, Trainer and Storyteller.
I have a BA from Tel Aviv University and an MBA from Boston University.
I was awarded the PCC from the International Coach Federation and have
served for two years consecutively on the ICF Global Research and Education
Committee.
As the founder of Story Coach http://www.story-coach.com , I work with

organizations developing Transformational Story Leaders, creative yet resilient
cultures, and leading powerful change processes with the power of
storytelling. I work with entrepreneurs and business owners to help them find
confidence, attract ideal clients and find their success story. And I train
coaches to use storytelling as a powerful approach to impact their clients and
grow their business.
I am a professional Storyteller, accredited Coach, Author, Mentor and

Leadership expert. My techniques have enabled my business to grow as I take
to the stage internationally, to speak about this approach to business,
leadership and coaching. I have spoken in around 14 countries in the last 5
years. In 2011 I wrote the Amazon bestseller "Cinderella and the Coach-the
Power of Storytelling for Coaching Success!" and I’m working on several other
books right now!

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My Certified Story Coach™ Program is accredited by the International Coach
Federation
I run workshops and Story Coach session for clients all over the world.
I am convinced that telling a good story is the remedy for most ills!
I live in Israel with my partner and our 4 wonderful boys!
I have never ceased to be amazed at the power of story. Join me to discover

how your powerful success story will make all the difference to your life and
your business.

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Part 1 –
Discover Your Story!
In the long run, we shape our lives,

and we shape ourselves.
The process never ends until we die.
And the choices we make are
ultimately our own responsibility.
~ Eleanor Roosevelt ~
The Power of Story

In the olden days, we sat around the fire and told stories. As the darkness fell
and the night drew in, we told about the day that had passed, the people we
had seen, the words that had been spoken, the places we had visited. We told
about other days, people and places. We understood the world and our place
in it, through our stories. And then we told about our dreams and our
memories; our passions and desires; we came alive through our stories!
Storytelling is an age-old tradition originating in all cultures and in many

different settings; it takes place around the fire, or over the washing of clothes
in the river or by the well while watering the animals; it takes place on the bus,
train, on the telephone, by email and during dinner parties.
It is the way people have connected and shared their lives with each other
since the beginning of time.
Throughout the generations, communities have passed down their stories

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from parent to child, preserving their history and culture, recording their
experience, illustrating their values, creating continuity.
We live in a world where there is a huge reliance on technology and where

there is a vast amount of knowledge on every subject readily available to huge
populations of people. In spite of this, or perhaps as a result of this, people are
craving the simplicity of traditional storytelling.
‘Information simply leaves us feeling incompetent and lost. We don’t need

more information. We need to know what it means. We need a story that
explains what it means and makes us feel like we fit in there somewhere’
(Annette Simmons, ‘The Story Factor’, 2006).
What’s Your Story?

How often do you hear people talk about what they do but not really
understand what it is? How many times have you looked at attractive websites
that seem to be based on a good idea but they do not explain their services
well? How often have you read about a person’s great knowledge or
education but failed to understand what they are offering you?
For so many people starting a new business, or developing an existing one –

CLARITY is a huge challenge. You may know what you want to do and what
you are good at, but are you communicating it in a clear and concise way?
Does your listener or reader really understand what it is you do, and more
importantly, who you are?
What you need is to articulate a story, a compelling narrative that tells all
about you. Storytelling is the easiest and most intuitive way to communicate.
It is the oldest and most powerful tool of influence. When you start to think
about your story – you are forced to think about the most vital questions. You
start to become clear about who you are, and how and where YOUR story
started.

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It’s similar to the work required for a successful job interview. You need to
write a Resume (or tell the story) of how everything you have ever done in
your life has led you to the point of applying for this job. Your life story is the
same. It has led you to where you are now and why you are in the perfect
place to be doing whatever it is you do today.
As you work through your very own narrative, you become clear about the
crucial questions about what you do and why you do it. A by-product of this
process is to hugely increase your confidence and self-esteem. You can create
a story that makes you feel great; great about yourself and about the
outstanding value you can give your clients.
You are working from a place of personal truth. Your life and your passion are
what it is all about. When you stop confusing your audience and start telling
your authentic, compelling story, there are no limits as to where it will take
you!
When you create your compelling personal story with clarity, you have an
incredibly powerful asset for your business and for your life.

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Part 2 –
How to Use Your Story
We live in story like a fish lives in water.

We swim through words and images
siphoning story through our minds the
way a fish siphons water through its gills.
We cannot think without language, we
cannot process experience without story.”
— Christina Baldwin, Author,
StoryCatcher: Making Sense of our Lives
Through the Power and Practice of Story
The Stories We Tell!

As we experience life, we ‘tell’ it – almost every event that happens to us, we
pass on; as an anecdote or complaint, or amusing table-side story or told
purposefully and with interpretation. What we tell is entirely subjective, we
choose the words, the tone, and the attitude. So in the ‘telling’, in the
narrative we choose, we define the experience. In fact, our reality is defined
by the stories we choose to tell.
Sometimes, that’s wonderful. We choose to tell empowering and creative

stories about our lives. Sometimes, however, we get stuck in stories that do
not serve us well at all. And how committed we can become to these stories,
it’s fascinating! If you think about two siblings who grew up in the same house,
they usually tell entirely different stories about their childhood. And everyone
can think about people who tell the same old stories again and again. They are
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stuck in their own (usually negative) narrative about a life event, and it does
them no favors!
But we CAN choose new stories, better stories! It’s not about changing facts or
altering reality, it’s about choosing to tell stories that serve us well, it’s about
telling enriching, positive and empowering stories that describe life the way we
want to live it!
Telling Your Business Success Story

How often have you read the same old marketing copy; the words that
promise you everything you ever wanted. Often it’s the promise of lots of
money or the ability to attract all the things you have ever desired; to get
hundreds of new clients, or lose weight and meet the partner of your dreams.
This, to me, is language devoid of authentic narrative. It’s the language of old-
style marketers who try to create a market out of people’s strongest wishes.
I need to believe in the story I read, I want to know that it’s true, that the
promises are realistic and attainable. I want to get results that are
measureable and authentic and, above all, right for me.
If you want powerful language for your website, your marketing material or
speaking engagements, you need to come up with your compelling story – the
true story of you. You need to let go of the language that you have been using.
You need to embrace your very own story. Yes, your story is THAT powerful
and the results will surprise and amaze you…this really does work!
The ‘story space’ is a safe place, a place where candid interaction and
communication is encouraged. Storytelling builds trust between the teller and
the listener (or reader). It is in this uncertain world, where people are scared
to take risks and need to trust, your story will make all the difference.
As you ease away from traditional marketing and sales language and embrace
your own compelling story, you are setting the foundations for a relationship
built out of trust. As we know, people do business with those they know, like
and trust. This is the true language of successful business.
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Part 3 –
Your Winning Niche
“In each of us there is a little of all of

us. “
~ G. C. Lichtenberg ~
Storytelling is the Key!

Storytelling is the key to discovering what you were born to do.
You can use a variety of models or story types that create the narrative that
can explode your business and also create profound positive change in your
relationships.
Here are two of models for example:

The Personal Story –
When you tell the stories of your life you invite your listener into your world. It
is your connection, your life experiences, the meaningful events and
experiences, your friendships, your family, the shared experience that brings
clarity and direction to your clients.
The Branding Story -
The product that tells the best story gets bought, it’s as simple as this –
STORIES SELL! When you tell a compelling story about your business, the
result is phenomenal; it’s all about your comfort level and confidence with who
you are and what you can offer. Potential clients no longer need to be ‘sold’
to, they become interested in your authentic presence and the gifts you are
sharing. This is an incredibly meaningful change from traditional sales
methods. And it works!

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Why Should I Choose a Niche?
Let me tell you a story!
It was a few years ago, we decided to take the kids out for dinner. We were
visiting some friends and they suggested we go to a local chain of restaurants,
one of their biggest branches was just around the corner.
When we were handed the menu I saw that they offered 54 items, pretty
much everything you could imagine! It covered starters, salads, pastas/pizzas,
main courses meat and fish, side dishes and lots of deserts – they even had 5
vegetarian options. We all ordered what we wanted and the food arrived
slightly too quickly, so that we wondered if anything could possibly have been
made fresh.
The quality of the food was awful; it was a classic example of trying to offer far
too much. By being a generalist, by offering every type of food imaginable, the
cost was in the quality and the taste. Nothing in that restaurant tasted
particularly good, nothing stood out! A few streets away from where we lived
at that time, there was a local Yemenite restaurant. We called it the whole in
the wall because it was pretty much that size. There, the local guy offered 6
items without even using a menu, each one more delicious than the next!
Similarly, how often do you see a website that offers everything; they have life
coaching, business coaching, spiritual & health coaching and you might
imagine that if you asked them to wash your car they’d probably agree!
Seriously though, often it’s really difficult to narrow down to one area. It’s
hard to let go of our talents, passions and experiences. But finding a niche is
the key to attracting clients.
Your winning Niche is going to be a combination of the following:

• Your great Passion
• The thing that drives you crazy
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• When you imagine it, it gives you great joy!
• When you are doing the work, you feel consistently good!
• What makes you laugh!
• What you will be proud to think back on years from now.
Let me explain:
I am passionate about the power of storytelling and its application to business.
It drives me crazy that so many talented practitioners and business owners
lose confidence because they are overwhelmed by struggling to do everything
and yet still not having enough clients; the result is that their brilliance gets
lost.
When I think of helping these talented people find the right story that will
allow them offer their gifts to the world – it gives me great joy.
I love working with entrepreneurs to find their compelling success stories and
build their business.
When I spend time in the company of strong, passionate and empowered
entrepreneurs we usually spend most of our time laughing!

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Part 4 – Creation! - Crafting Your
Story
“Every person is the creation of

himself, the image of his own thinking
and believing. As individuals think
and believe, so they are”.
~ Claude M. Bristol ~
Passion
When you speak or write about yourself and your business, it has to be about
what makes you really excited; about what makes you come alive. It is your
passion that sells who you are and what you do best.
If we decide to go on a vacation, we can find hundreds of books and websites

to guide us. Similarly, if we decide to join a gym or take up a new sport, there
are also lots of books and informational materials to tell us what we need to
know. But one personal recommendation, that has an element of passion
attached, can change all of that. One person telling us a story about how
wonderful a certain destination is will change our mind entirely about where
we spend our vacation. One personal anecdote about a specific sport or gym
can change our decision about how we are going to spend all our free time in
the near future. It is, once again, the amazing power of our stories, and
particularly how our passion is transferred through our storytelling that makes
all the difference.

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When you craft your story, you have to find the points of passion and
connection in your life and make them an integral part of your story.
This is what will make your story interesting, compelling and important to
listen to. When your story is full of the passion you have for what you do –
your listener will want to hear more. Not only hear more, your listener or
reader will want to act on your story.
Reflection
To begin to craft your story – think about the following:
Where have you come from – personally and professionally?
Think about your childhood, the family and friends that surrounded you as you
grew up and into adulthood. The people and places that have become a part
of your life, they are the essence of your story. How does this history relate to
where you are now?
What and who were the great influences in your life?

Think about the people and live events that really moved you. Spend some
time reflecting on these positive and often negative influences. Write it down,
it’s all part of the story creation!
Describe the pivotal moments in your life.

These are the life events that change our direction, or confirm the direction we
are on. For some it’s related to health issues, or loss of a loved one, for others
it’s the birth of a child or the moment you heard great news. It may be to do
with a particular job you did or didn’t get – whatever the moment, write it
down and describe what happened and how it affected you.
Who are you now compared to who you were at the start of the journey?
All good stories describe a journey though it may be actual or metaphorical.
What journey have you taken in your life and your career and how has it

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affected you? Are you different now to the person you were at the start of the
journey? Whatever the answer to that question is, ask yourself why?
Structure
All stories have a defined structure. Make sure your story has a start, middle
and end, though not necessarily in that order!
Using the reflection questions above, weave the information together and you
will see that you have already started to create your story!

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Part 5 – Telling Your Story for
Maximum Effect
Your own words are the bricks and

mortar of the dreams you want to
realize.
Your words are the greatest power
you have.
The words you choose and their use
establish the life you experience.
~ Sonia Choquette ~
Authenticity
The people and services that we are all drawn to, tell a story that interests us,
a story that draws us in. They tell a story that is relevant, memorable and
stands out from the rest. The story is compelling because it sounds true, it
makes sense. The story is memorable because it is authentic.
We recognize authenticity when we connect on an emotional level. We hear a

story and believe it because it sounds true to our emotional experience. If we
can relate to this ‘truth’ then we always want to hear more.

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Think about a time when you have shared an experience with a friend through
story. For example, take a conversation that talks about your childhood,
where you grew up, your family interactions and your main influences during
those years. When you share a ‘truth’ through a story, your listener is
interested in hearing your story for two reasons; firstly, because there is a
shared understanding of a universal experience (we have all had a childhood!)
and secondly, because we create an emotional connection and so there is
interest in the outcome of this specific experience.
You need to create your compelling story. When you have a compelling story
about who you are and what you do, it creates an immediate emotional
connection with your audience. Once you are connected, they will want to
hear more. They will be interested in what it is that you do, how you do it and
will want to take the next step so that they can work with you.
Ready to Roll!
Okay, so now you’ve heard the basics, you need to roll up your sleeves and get
to work! Start thinking about your story, where you can use it and remember
there are 3 Critical Steps:
1. Discover Your Story

This is the stage where you reflect on your life and experiences, using
my questions to guide you and discover the main events, influences
and passions in your life
2. Create the Narrative

In this stage, you need to weave together all you have learnt from the
discovery stage and start of work on creating a succinct and powerful
story.

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3. Present Your Powerful, Compelling Success Story
This is the stage where you know your story, where and when you
need to tell it and the effect it will have on your listener. The trick
here is to understand the environmental and personal conditions that
are most conducive to telling your story with the best effect. Your
‘performance’ is the crucial part of this stage as you learn the
storytelling skills required to do a great job!

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Call to Action!
Thank you for investing your valuable time and reading this e-book.
Now is the time to take action – start crafting your stories!

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Using Stories to Get Great Clients

Your Story is Your Success!

Lisa Bloom MBA PCC

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

All rights reserved,

For further information, contact

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Storytelling is by far the most underrated skill

— Gary Vaynerchuck, @garyvee, Author,

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

But there is HOPE!

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Here are some examples:

Have you ever struggled to explain what you do to a potential client?

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Welcome to ‘Using Stories to Get Great Clients’

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

I was born in Dublin, Ireland and grew up in a traditional home surrounded by

As the founder of Story Coach http://www.story-coach.com , I work with

I am a professional Storyteller, accredited Coach, Author, Mentor and

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

I have never ceased to be amazed at the power of story. Join me to discover

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

In the long run, we shape our lives,

The Power of Story

Storytelling is an age-old tradition originating in all cultures and in many

Throughout the generations, communities have passed down their stories

We live in a world where there is a huge reliance on technology and where

‘Information simply leaves us feeling incompetent and lost. We don’t need

What’s Your Story?

For so many people starting a new business, or developing an existing one –

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

We live in story like a fish lives in water.

The Stories We Tell!

Sometimes, that’s wonderful. We choose to tell empowering and creative

Telling Your Business Success Story

“In each of us there is a little of all of

Storytelling is the Key!

Here are two of models for example:

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Your winning Niche is going to be a combination of the following:

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

“Every person is the creation of

If we decide to go on a vacation, we can find hundreds of books and websites

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

What and who were the great influences in your life?

Describe the pivotal moments in your life.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Your own words are the bricks and

We recognize authenticity when we connect on an emotional level. We hear a

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

1. Discover Your Story

2. Create the Narrative

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

Copyright © 2021 Lisa Bloom, Story Coach. All Rights Reserved.

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