What is storytelling? And why does it matter in your travel business?
Brand storytelling is using a narrative to connect you to your ideal client by conveying what you stand for and sharing your values. Sharing your stories and your values are what bring you into alignment with your ideal client.
Wendy went through this in much more detail during our Virtual Travel Career Summit this week.
So how to you begin to tell your story?
One of the biggest things to stand out in Wendy's talk was when she pointed out the makeup of a story.
What does a story consist of? It includes a beginning, middle and end. It has characters, a setting, and conflict.
A beginning, middle and end seems straight forward enough. Conflict and resolution is often easy to convey.
But then later on it occurred to me: Most travel advisors are not the main character in their website copy. Travel suppliers often are. Sometimes it's destinations. And that needs to change.
When you identify your ideal client, one of the most important questions you can ask yourself is: what are their pain points? What problems do they have? How can you solve it?
The stories we share with our clients can help us connect to the pain points of our ideal clients. They can convey vulnerability and make us more authentic. And that makes us more relatable.
That's almost instant KLT (Know, Like, Trust) Collateral.
But if you aren't the main character of your stories - if you are a secret travel agent -you are building collateral for the wrong thing.
You aren't here to sell travel. You are here to sell your services to purvey travel. You are here to assist the traveler in where they need to go.
In other words, you aren't just the main character. You are the hero.
And heroes should be celebrated. And bragged on a little. That's how we learn that they are, in fact, real heroes.
So today I challenge you to dig in and tell me, what is your story? What do you stand for? What is the driving force behind your business? What makes you different? Who do you serve?
Drilling down into how unique you can be is what helps you rise above the noise. It makes it personal. And at the end of the day it is what will make you successful as well.
For more about How to tell your story, check out Wendy Livingston-Guth's session in our Virtual Travel Career Summit. The summit will be live until October 11, 2020, so be sure to tune in before then.
KTA Membership is an education program created by travel advisors, for travel advisors. KTA takes the deep dive into the Mind (Marketing), Body (Business Operations) and Soul (Mindset) of the modern travel advisor.