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Three Ways to Tell Client-Compelling Stories

The rain is battering my windshield when I hear a promo on National Public Radio that instantly cuts through the din. Host Ira Glass is reading classified ads from a couple Chicago newspapers.

“There’s a meeting for people who are afraid to go outdoors,” he says. “It’s being held ... outdoors. And here’s a woman who’s selling a wedding dress that’s never been worn. And,” he recites from a different ad, “Joyce, I don’t need another housekeeper.”

Classified ads reveal the pulse of a city through the personal stories of the people who live there, Glass says. As I listen to his lyrical voice, my mind conjures up vignettes of these men and women.

And I feel something. Compassion for the woman selling the unused wedding dress. A sense of courage from those suffering from agoraphobia who are willing to venture out together.

That’s the power of story. It speaks to us on conscious and non-conscious levels, emotionally connecting us with the lives of the people on the other end.

When you connect with someone on an emotional level this way, they’re drawn to you. And over time, they’re more likely to trust you—and choose you to become their personal therapist.

Here are three simple ways you can share stories to attract clients into your practice:

1. Share Client-Outcome Stories and Testimonials.
When potential clients hear about you for the first time, client-outcome stories and testimonials offers “proof” that your work has helped others like them.

This isn’t bragging; it’s reassurance. Let your stories speak for you.

2. Tell Your Own Signature Story.
Did you go through a health crisis and healing journey that inspired you to become a CranioSacral Therapist? Don’t be afraid to share that.

When your prospect understands that you’ve walked in her moccasins, she feels more emotionally connected with you—and what you have to offer her.

3. Share Patient Profiles.
Patient profiles are similar to client-outcome stories, but they’re generally longer. And they give a more detailed picture of how CranioSacral Therapy can help.

Dr. John and his guest authors frequently feature patient profiles in the monthly “CranioSacrally Speaking” column in Massage Today

If you find a patient profile that speaks to you, print it out. Keep it handy in your office. And send it to current and former clients—anyone you think may be interested.

When you tell more stories, you’ll connect with more people. And that’s the secret to building the kind of relationships that attract more clients.