{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"100 How to find your client's backstory - with Shawn Fink","description":"\u201cThere\u2019s a gap between what I know they need and what they think they need.\u201d As a service-based business, you probably recognize this problem.  For instance, you know your clients mostly need to build their confidence. They need to jump in and take action.  But when they come to you, they say, \u201cI don\u2019t have the right technology.\u201d Or \u201cI need to learn copywriting.\u201d That's the topic of this episode, where I interview Shawn Fink.  Shawn has a unique positioning strategy. She focuses on coaching her clients to find the courage and clarity to make significant life changes. Shawn's business explains exactly why we need to respond to the client's backstory. Clients rarely know just what they need or even what they want. The coaching process begins with the backstory but then morphs in surprising directions. Clients rarely arrive with the statement, \u201cI know what I want and how to get there. I need the courage to move forward.\u201d  Shawn\u2019s marketing has to integrate her unique offer with the client\u2019s backstory.  We first learn a little about Shawn's coaching goals and the beliefs that underlie her work with clients. Next, we take a closer look at the client's backstory. We talk about why you need to separate the client's perspective from the offer when you plan your marketing. Some highlights:  6:04 \u2013 Clients face a choice when the next step seems scary: uplevel or pivot.  11:34 \u2013 Begin a discussion of the client's backstory. 18:50 \u2013 From backstory to marketing story 21:40 \u2013 Dealing with the different backstories: each is unique but you can find a common thread that drives your marketing. 27:16 -  Generic tips on "being brave"  to leave with our listeners 29:12 \u2013 Shawn rejects the common advice to feel the fear and do it anyway. It's BS, she says...and here's what to do instead.  34:94 - Don't miss the thoughts Shawn wants to leave with out listeners. Resources: http:\/\/ShawnFink.com  http:\/\/CathyGoodwin.com\/baggage - Learn more about backstories and the 3 steps we covered.      ","author_name":"Strategic Storytelling","author_url":"http:\/\/CathyGoodwin.com","html":"