The Storytelling Shift That Will Make Your Clients Say Yes | RR315

Sometimes the simplest changes make the biggest impact—and that’s exactly what Kris Jones shows us in this episode. She breaks down the power of storytelling in a way that instantly makes you rethink your website, your LinkedIn profile, and how you're connecting with clients.
It's not about you; it’s about the story you're inviting your clients into. That shift? It changes everything.
Kris walks us through her Signature Story Selling System and shares how to uncover the one story that can fuel all your marketing—from your homepage to your pricing pitch. We explore how to confidently show up as the guide (not the hero), why writing for people trumps SEO, and how your story can do the heavy lifting in your business. If you’ve ever struggled to put your value into words or wondered why your website is not converting, this episode will enlighten you.
Highlights:
- Learn why your clients—not you—should be the hero of your website and messaging.
- Discover the three steps of Kris’s Signature Story Selling System.
- Understand how storytelling builds trust and supports premium pricing.
- Get clarity on why writing for humans matters more than ranking for bots.
- Explore how a strong narrative can align every part of your marketing strategy.
Connect with Kim:
Website: https://www.reddoordesigns.com/
LinkedIn: https://www.linkedin.com/in/reddoordesigns/
Facebook: https://www.facebook.com/reddoorportland
Instagram: https://www.instagram.com/reddoordesign/
In appreciation for being here, I have some gifts for you:
A LinkedIn Checklist for setting up your fully optimized Profile:
An opportunity to test drive the Follow Up system I recommend by checking this presentation page - you won’t regret it.
AND … Don’t forget to connect with me on LinkedIn and be eligible for my complimentary LinkedIn profile audit – I do one each month for a lucky listener!
Connect with me:
https://www.linkedin.com/in/janiceporter/
https://www.facebook.com/janiceporter1
https://www.instagram.com/socjanice/
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Chris, Okay, hello everyone, and welcome to
Janice Porter:this week's episode of relationships rule. Today I'm
Janice Porter:joined by Chris Jones, a seasoned branding expert, story
Janice Porter:brand guide, and now author of a new book, from click to client
Janice Porter:has a subtitle, but we'll get into that in a minute. So from
Janice Porter:click to client, Chris has helped powerhouse brands like
Janice Porter:Nike and Adidas in her early days, I think before, she went
Janice Porter:out on her own, as I recall, and now dedicates her time to
Janice Porter:Empowering Entrepreneurs with her signature story selling
Janice Porter:system. And in this episode, she shares how to replace all your
Janice Porter:marketing with a single story that sells and how to build a
Janice Porter:website that works for you. 24/7 so first of all, welcome back to
Janice Porter:the show. Chris, thank
Kris Jones:you. Janice, I am thrilled to be here today.
Janice Porter:Well, first of all, congratulations on your
Janice Porter:book. I know it was a long time coming and pretty exciting to
Janice Porter:have that out there. I looked back that we had spoken earlier.
Janice Porter:You were on my on my podcast back in I think it was May 2023
Janice Porter:it was episode 205 we're now up to in the three hundreds, I'm
Janice Porter:proud to say. So that's kind of cool. And in that episode, we
Janice Porter:talked about writing compelling copy, which was part of the
Janice Porter:website journey and so on. But today, I think we're going to
Janice Porter:focus on your book, because there's more to it than just
Janice Porter:writing compelling copy, right?
Kris Jones:That's true, yep. So
Janice Porter:first of all, what inspired you to write your
Janice Porter:book now you've been in the industry 20 years. What inspired
Janice Porter:you to write your book now?
Kris Jones:Well, in the last five to seven years, I've really
Kris Jones:incorporated storytelling into every project that I do. So I
Kris Jones:really started out in the early days as a visual storyteller,
Kris Jones:and then realized over time in marketing that the visuals
Kris Jones:really aren't effective if they're not working with really
Kris Jones:compelling copy. So now everything I do is based on
Kris Jones:telling a very compelling story that's actually going to
Kris Jones:motivate your potential clients to know confidently that you're
Kris Jones:the one they want to work with. So I may I've made that
Kris Jones:transition over time, and now everything I do is really about
Kris Jones:the story and design is secondary to that, and that's
Kris Jones:the way that my clients get the greatest results. So the way the
Kris Jones:book was born is because over the last handful of years, I've
Kris Jones:really streamlined my process, which is the signature story
Kris Jones:selling system, and I've been able to work with my clients in
Kris Jones:a very efficient way, in a very deep, a deep way, and a in a way
Kris Jones:that gets them the results that they're really hoping for. But
Kris Jones:essentially, I honed my process to the point that if you don't
Kris Jones:have the budget to work with me one on one, I still want you to
Kris Jones:be able to get the results that my clients get. And so I was
Kris Jones:able to with a process that I know is proven to work time and
Kris Jones:time and time again. I was able to just take all that
Kris Jones:information in my head and put it into a book, and that way I
Kris Jones:can help more people, reach more people and and honestly, it was
Kris Jones:something that I've been wanting to do for a long time, but it
Kris Jones:all just kind of came together as things do when the timing is
Kris Jones:right
Janice Porter:right and the time is right for sure. Well, at
Janice Porter:the beginning of your book, you talk about something that, that
Janice Porter:I talk about when I'm doing LinkedIn training as well,
Janice Porter:especially with the part that's about, called the about section,
Janice Porter:which is not really about you, but you have seven seconds to
Janice Porter:make that first impression, whether it's on that LinkedIn
Janice Porter:profile or it's on your website, and why you talk about why
Janice Porter:traditional websites fail and the mistakes that people make
Janice Porter:based on the fact that that things are different. Now, can
Janice Porter:you speak to that to the audience?
Kris Jones:Yeah. I mean, one of the biggest mistakes that happen
Kris Jones:is that, if it's our website or our LinkedIn profile, we
Kris Jones:automatically and understandably would think, Okay, I've got to
Kris Jones:write about myself here. It's about me, but really your your
Kris Jones:messaging. The way you make it compelling and make it engaging
Kris Jones:and make it interesting is to really talk about your hero, and
Kris Jones:your hero is your client. And so it's a very different way. Way
Kris Jones:of of sharing your message about your business, because you're
Kris Jones:really making your potential clients the central figure of
Kris Jones:your story. And you are in the story. You're of. You're the
Kris Jones:most powerful, strongest character in the story. You are
Kris Jones:the guide, you are the Mr. Miyagi, or you are the Yoda,
Kris Jones:right? But your clients are the hero. And so what happens is,
Kris Jones:all over LinkedIn, I would say 99% of LinkedIn profiles are
Kris Jones:doing this, and 99% of websites are doing this. They're the
Kris Jones:business owner is making themselves the hero of their own
Kris Jones:story, because they're talking all about themselves. And when
Kris Jones:you're the hero of your own story, you literally kick your
Kris Jones:potential clients out of the story. You kick them out of
Kris Jones:engaging with you. And when you flip the script and you really
Kris Jones:look at your business with a new lens, a lens where you're the
Kris Jones:guide and they are the hero. What you're doing is you're
Kris Jones:inviting them into a narrative with you. You're inviting them
Kris Jones:into a story where they play the hero. They're the central
Kris Jones:character, and you are the strongest character. You are the
Kris Jones:guide. So it's it's a totally different way to put yourself
Kris Jones:out there. And for the person who's coming to your website or
Kris Jones:visiting your LinkedIn profile, it feels good. They don't know
Kris Jones:why, necessarily, it feels so good. They don't know why
Kris Jones:they're feeling such a connection with you, but we do.
Kris Jones:It's because that's what story does. It cultivates authentic
Kris Jones:connection. It builds authentic trust, and it allows them to
Kris Jones:really envision what their life would be like if they decide to
Kris Jones:work with you, and what their life would be like after they
Kris Jones:work with you, all the wonderful things that are going to happen
Kris Jones:for them if they engage with you,
Janice Porter:right? And just very simply put, I think if, if
Janice Porter:we start by writing about how who we serve and how we serve
Janice Porter:them, or what I'm just generalizing here, or even the
Janice Porter:pain points that they have that we we come and guide them away
Janice Porter:from to success. Then they say, Hey, that person's talking my
Janice Porter:language. They get me. Maybe I should talk to them, rather than
Janice Porter:us starting about all about us and our background and our, our,
Janice Porter:you know, our, our accolades and things like that that doesn't
Janice Porter:mean anything to anybody until, like it's the expression that I
Janice Porter:always use right that I don't care about you until you care
Janice Porter:about me. And so you have to make the reader, the viewer, the
Janice Porter:listener, feel as though you're caring about them first. Would
Janice Porter:you agree with that? Oh,
Kris Jones:I would totally agree with that. People, people
Kris Jones:don't actually want to work with the best person they choose to
Kris Jones:work with, the one they feel the most connected to, right? And
Kris Jones:the way we cultivate that connection is by showing that
Kris Jones:they matter to us the most there we we understand their struggles
Kris Jones:and when we articulate their struggles, and we start our
Kris Jones:messaging in that way, by showing them that we get them
Kris Jones:like, just like you said, they feel seen, they feel heard. They
Kris Jones:feel not alone in their struggle, but most importantly,
Kris Jones:they feel like Janice is in my head. She must be. She must be
Kris Jones:the one that I need to work with. She's clearly the best one
Kris Jones:to solve this problem, because she understands it so intricate,
Kris Jones:intricately.
Janice Porter:So do you ever come across clients when you're
Janice Porter:starting to work with them, even though they've come to you
Janice Porter:because you get them, they feel it, they've they've chosen you
Janice Porter:because there is a connection of some sort. Now you start to work
Janice Porter:with them about shifting the way they write about themselves, the
Janice Porter:way they position things on their website and so on. Do you
Janice Porter:ever come across people that fight that because they feel
Janice Porter:that they're they, I don't know how to say it without, without,
Janice Porter:like it's so important, they hang on to things that really
Janice Porter:aren't that important, but they think they are. Does that make
Janice Porter:sense? Like, maybe you don't because you've got the right
Janice Porter:people, but sometimes I find, for me anyway, that if I say
Janice Porter:something about, you know, like you've got these letters after
Janice Porter:your name on your on your LinkedIn profile, just, can only
Janice Porter:use my example. Yeah, you know, there's a zillion. Coaches out
Janice Porter:there. And yes, I know you've got the recommend or the
Janice Porter:credentials to be a coach, and I love that. Let's put that here
Janice Porter:and here and here on your profile, not there where it's
Janice Porter:not supposed to be. Sometimes they, you know, you can feel
Janice Porter:them tense up because that was so hard for them to get or they
Janice Porter:wanted it so badly. Do you know what I'm saying? Like,
Kris Jones:I yeah, I really do know what you're saying. I think
Kris Jones:that part of my process is really about educating people to
Kris Jones:think differently about their messaging and so really, by the
Kris Jones:time we get into the deep work together, they're really aware
Kris Jones:of what works, what doesn't, and they're ready, you know, they're
Kris Jones:ready because that time, because they also know, okay, I've had
Kris Jones:it that way for the last two years, and I haven't gotten one
Kris Jones:new Client from my website. So it's not working, and so they,
Kris Jones:they are typically open and eager to make those shifts and
Kris Jones:follow my guidance.
Janice Porter:Um, yeah. They trust you by that time, by the
Janice Porter:time you get to that,
Kris Jones:yeah, yeah, yeah,
Janice Porter:does? Um, does? Does SEO still matter when
Janice Porter:you're doing those things, when you're doing websites? Is that
Janice Porter:still important? You know?
Kris Jones:I mean, the the online space is so saturated
Kris Jones:that you could pour 1000s of dollars into SEO every month,
Kris Jones:and maybe you'd come up on like the fifth page. You know what I
Kris Jones:mean? It's kind of like a drop in the ocean. So it's, I think,
Kris Jones:in the earlier days, like you could really, if you had the
Kris Jones:money, you could really pour gas on the fire and get your SEO to
Kris Jones:work for you. And I'm not saying that SEO isn't important, I
Kris Jones:think it is. But I had a client come to me. He was a mortgage
Kris Jones:broker, and he was pouring like $2,500 a month into SEO, and he
Kris Jones:was getting a great amount of traffic to his website like it
Kris Jones:was totally working. The only problem was the messaging on his
Kris Jones:homepage was written for bots. You know, it was written for the
Kris Jones:Google algorithm, and so it was working. But then when people
Kris Jones:were coming to the website, they were not at all connecting to
Kris Jones:him, and so he wasn't getting any lead calls. He wasn't
Kris Jones:getting people to take that next step. So it's doing the good
Kris Jones:work of of, you know, being strategic with SEO. But I
Kris Jones:really, I write for humans. I write for human connection. I'd
Kris Jones:much rather you have, you know, 50 visitors that come to your
Kris Jones:website and and identify and connect with you than 1000
Kris Jones:visitors who come and don't feel a connection. And so there is a
Kris Jones:work around to that. I mean, I still really, I'm all about you
Kris Jones:got to write for humans like we can sniff it out when we can
Kris Jones:tell a website has been written for SEO. It feels off. It
Kris Jones:doesn't feel quite right the way that I implement SEO on my own
Kris Jones:site. I write everything that people are going to encounter. I
Kris Jones:write it for humans. I write it for them, and then I have a blog
Kris Jones:in which I post podcast episodes, articles, just kind of
Kris Jones:whatever I'm up to. I post on the blog. But I don't have that
Kris Jones:blog in my upper navigation because I don't necessarily want
Kris Jones:people to get bogged down with all the information that's in my
Kris Jones:blog. I put it, I tuck it, I I don't like hide it, but it's in
Kris Jones:my footer. And if somebody wanted to find it, they totally
Kris Jones:could. But nobody wants to read a blog these days. They want to
Kris Jones:be efficient with their time. They want to get to the heart of
Kris Jones:the matter. They want to get to the essence of who you are, what
Kris Jones:you do, can you help them? And what do you want me to do next,
Kris Jones:to engage with you? And so when, when we offer our blogs in the
Kris Jones:upper navigation, or we like we feature that in a big way on our
Kris Jones:website, what happens is, it might be a well written blog. It
Kris Jones:might be very interesting, it might be very educational. But
Kris Jones:when that person, your potential client, is at your website,
Kris Jones:they're reading your blog, and they're like, Wow, this is good
Kris Jones:information. I'm learning a lot. I'm going to come back to this
Kris Jones:when I have more brain capacity, like right now, have to go make
Kris Jones:dinner and I You're I'm feeling my brains full for. The day,
Kris Jones:right? So, yeah, they're like, I'll come back tomorrow when I
Kris Jones:have some more time. And guess what, they never come back. So
Kris Jones:you've just information overloaded your potential client
Kris Jones:into not taking action when they might have if you had not thrown
Kris Jones:all that information at
Janice Porter:them. We really have to be mind readers, don't
Janice Porter:we, as well as everything else. So how does someone go about
Janice Porter:uncovering their signature story? You talk about your
Janice Porter:signature story?
Kris Jones:Yeah, well, the first thing that I do is called
Kris Jones:mine for gold. That's mine for gold. Your story is inside you.
Kris Jones:It's in your head, it's in your heart. And we dig deep to pull
Kris Jones:out those golden nuggets and that golden thread that is your
Kris Jones:story. Your story is not something that's created or
Kris Jones:invented outside of you. It's already inside of you. And it's
Kris Jones:my job to kind of clear out the clutter and identify what are
Kris Jones:the golden nuggets of your story. So can
Janice Porter:I just ask for clarification? Then here,
Janice Porter:because when you say your signature story, I would think
Janice Porter:like your bio in a sense, right? But you don't mean that, do you
Janice Porter:this is a is this in reference to putting the the hero first
Janice Porter:still?
Kris Jones:So, yes, heroes first, right? So
Janice Porter:in a signature story, for example, Humor me
Janice Porter:here for if it were me, would it be something that speaks to like
Janice Porter:you would draw out of me? Stories and things that I have
Janice Porter:experienced over the years that maybe show that I'm all about
Janice Porter:relationships, or that these are the things that that, is it
Janice Porter:things that I help with, or is it things
Kris Jones:that, yeah, it's it's not necessarily, like
Kris Jones:digging up stories from your childhood right background. It's
Kris Jones:really asking you the questions that I know how to ask to pull
Kris Jones:that story out of you and those components are your hero, what
Kris Jones:they're struggling with? Who are you as the guide? What is what
Kris Jones:is the plan like? What's your process? What do you want them
Kris Jones:to do next? So we really uncover all those components of story by
Kris Jones:doing that mining for gold process,
Janice Porter:that makes total sense. Then, okay, thank you.
Janice Porter:Yeah, no, that makes that that's important, though. I think that,
Janice Porter:you know, people see that that's what you mean by the your
Janice Porter:signature story store or your signature story telling system,
Janice Porter:really,
Kris Jones:yes, yes, it's, it's, it's really, I want people
Kris Jones:to think of it as, this is a narrative that you have for your
Kris Jones:business that doesn't this is not your founder's story. It's
Kris Jones:not how you kind of got into this industry. It's really a
Kris Jones:narrative that we craft, a narrative that your potential
Kris Jones:clients are the hero and you are the strongest character as the
Kris Jones:guide. So it's a narrative that we craft. That narrative lives
Kris Jones:on your website. The same narrative lives on your
Kris Jones:LinkedIn. That same narrative lives like in a video that you
Kris Jones:might have. What any all of your marketing, right? Your your
Kris Jones:signature story, when it's done well, it contains all of those
Kris Jones:Hero's Journey components. But the reason that we can use one
Kris Jones:story in all your marketing is because it, it really works like
Kris Jones:an accordion, right? It it can stretch out, it can go in, it
Kris Jones:can go middle and it just like an accordion. Your your
Kris Jones:signature story never changes. It just depending on where it
Kris Jones:lives, right in LinkedIn, it's going to be the same story
Kris Jones:components, but it's going to you have a different word count
Kris Jones:that you have to work so those are, those are kind of the ways
Kris Jones:that we do it. So step one is my name for gold process. We pull
Kris Jones:that story out those raw, rough golden nuggets, and then that's
Kris Jones:Once that process is is done, your story has really been
Kris Jones:pulled out from your head and heart. Then I polish up that
Kris Jones:gold and I write your story for you. If you're reading the book,
Kris Jones:I show you how to do it yourself. But this is the way
Kris Jones:that I work with my clients, and it's the same as in the book. So
Kris Jones:I write your story for you, I polish up that gold, and then we
Kris Jones:get on a call together, a 90 minute call, and we refine the
Kris Jones:story together. So I walk you through your signature story,
Kris Jones:and the goal of that is to really help you understand the
Kris Jones:thinking, the strategy behind every word that I've written,
Kris Jones:because I believe every word is guilty until proven. And
Kris Jones:innocence. So less, less is more, but it also the reason the
Kris Jones:signature story feels so good and it feels so aligned with who
Kris Jones:you are is because every step of the way we're collaborating, I'm
Kris Jones:pulling the story out from within. You on step one. Step
Kris Jones:two, we're collaborating and refining the story together, so
Kris Jones:it really allows us to craft a story that feels really
Kris Jones:authentic to you, as opposed to often as business owners, we'll
Kris Jones:hire a copywriter, they'll go right in a silo, bring the copy
Kris Jones:back to us, and we read it, and we're like, Huh? Just kind of
Kris Jones:feels off. It just doesn't feel right. I'm going to make a bunch
Kris Jones:of changes, and then it's like a back and forth change, a THON,
Kris Jones:and it ends up, you know, being number one, expensive, and
Kris Jones:number two, time consuming. And number three, you probably could
Kris Jones:have done it quicker if you just did it yourself.
Janice Porter:Yeah. Do you still do you do websites for
Janice Porter:people too, though, or do you just deal with the copy?
Kris Jones:Yes, so step three is really taking your signature
Kris Jones:story and integrating it onto your website. Lot of my clients
Kris Jones:have their website in like a Wix or a Squarespace or Kajabi or
Kris Jones:whatever. I don't care what platform you're in, I'm platform
Kris Jones:neutral. But whatever platform you're in, it's very easy to
Kris Jones:copy and paste the story, the words over into whatever builder
Kris Jones:you're in, and then I work with my clients to make sure that the
Kris Jones:visual story that they're telling is really in alignment
Kris Jones:with the written story that we've so carefully crafted. So
Kris Jones:they'll send me the link to the page once they've integrated the
Kris Jones:news story, and then I record a loom video giving feedback on
Kris Jones:photos, colors, fonts, spacing, flow, all those details, and we
Kris Jones:usually go back and forth a couple of times just to get it
Kris Jones:totally dialed in. Because if you're if your story is great,
Kris Jones:but your visuals are are mediocre or don't look
Kris Jones:professionally done, people aren't going to take you as
Kris Jones:seriously, they're not going to trust you as as much, right? So
Kris Jones:the visual story is, is as important as the written story.
Janice Porter:I You've got a new website since the last time
Janice Porter:we we met, and it, it feels like it's leveled up. Yeah, yeah,
Janice Porter:yeah, yeah. So that's cool. Um, the so in your book, you talk a
Janice Porter:little bit about confidently charging premium prices. How
Janice Porter:does storytelling support that?
Kris Jones:Well, premium prices, really. It comes down to
Kris Jones:building trust. Number one, we build trust by really showing
Kris Jones:the hero that we understand their problem, reminding them of
Kris Jones:what's possible for them in their life. Should they solve
Kris Jones:this problem, really taking the time to show them that they
Kris Jones:matter most, and then really people pay for problems based on
Kris Jones:how badly they want to solve them. So if you solve a really
Kris Jones:important problem for me, I'll, I'll happily pay for you to do
Kris Jones:that. You know, like I have a, I have a seven year old little
Kris Jones:boy, and he's been having some behavioral challenges, and it's
Kris Jones:been a couple years now, I've been kind of looking for a
Kris Jones:guide, you know, I've been looking for someone who can help
Kris Jones:me parent him in a way that's really Effective for him and for
Kris Jones:me, and so, you know, like many people, they've tried a lot of
Kris Jones:different things. They, you know, I've di wide it, I've
Kris Jones:taken courses, I've hired coaches, and I'm still, I have
Kris Jones:still been at this place where I'm like, Okay, this is a really
Kris Jones:big problem, and I really need to solve it. And I finally found
Kris Jones:I actually read a book. Again. This is the power of like, what
Kris Jones:a book can do for your business. I read a book, and it's called
Kris Jones:Raising lions, and then I went to the author's website, and I
Kris Jones:booked a call with him, and now I'm working with him, and I have
Kris Jones:finally found the person to guide me through this. Now, if
Kris Jones:he had told me that he charged $10,000 to do this work and to
Kris Jones:work with me, and. And he could guarantee that he that he was
Kris Jones:going to turn things around. I would have, I really would have
Kris Jones:paid it. I mean, that's a lot of money, but honestly, to me,
Kris Jones:it's, it's so important, yeah, and so yeah, that's worth it to
Kris Jones:me. He, he didn't charge me that much, but, but I would have paid
Kris Jones:it. So that's, that's kind of what I'm talking about.
Janice Porter:Okay, yeah, and I, I just did an interview with
Janice Porter:a gentleman who wrote a book called The generosity mindset.
Janice Porter:His name is John Ray, and he's a wonderful man, and he talks
Janice Porter:about value and your value, and in the sense of pricing, right,
Janice Porter:you have to believe in yourself, and then people have to see the
Janice Porter:value that you bring to the table. So I just wanted to hear
Janice Porter:what your take on that was,
Kris Jones:well, you I love that you brought that up,
Kris Jones:because you know, charging, what you want to charge, is half the
Kris Jones:battle. You have to really believe that you deserve that.
Kris Jones:And I've gone through certain iterations of the work that I do
Kris Jones:like I charge right now, that the price that I charge is
Kris Jones:different than what I was charging two years ago. I also
Kris Jones:added a lot of value to my offer, but I remember the first
Kris Jones:few calls,
Janice Porter:how you're choking. Yeah,
Kris Jones:I liken it. I told my partner, I'm like, it's like,
Kris Jones:I'm doing acrobatics, like I'm throwing in free things and, you
Kris Jones:know, and like, it's, it's funny, and I don't think there's
Kris Jones:really any way around that, other than
Janice Porter:have to speak it enough times and you start to
Janice Porter:Yeah, it starts to become more comfortable, for
Kris Jones:sure. And I think your website, I found this to be
Kris Jones:true. My website and my clients websites, it can help. It can
Kris Jones:help you step into those bigger shoes when you know you're
Kris Jones:ready. Your website can kind of be like your front your front
Kris Jones:man, or your your bodyguard. It can put you out there and the
Kris Jones:way that you you want, or at the rates that you want. And even
Kris Jones:if, like, for example, I have a hidden page on my website that
Kris Jones:outlines all the pricing and what I charge and everything,
Kris Jones:right? So if you have a page like that that you can pull up
Kris Jones:during a sales call and the prices right there in writing,
Kris Jones:you know it's it takes the the pressure
Janice Porter:off. Yeah, I've the same. You can sometimes feel
Janice Porter:them asking, wanting to ask, but they haven't yet. And, and, and
Janice Porter:so sometimes I might ask them, you know, would you like me to
Janice Porter:talk about pricing? You know, yes, you know, because they want
Janice Porter:to, but they don't want to. And then I don't show it to them
Janice Porter:right away, and then I I say it, I'll give a a range or
Janice Porter:something, and then I'll say, you know, if you'd like, I could
Janice Porter:bring up the pricing page or something, you know, but, yeah,
Janice Porter:it's interesting. I know we and we have to grow into it, which
Janice Porter:wherever we are, for sure. Okay, so I'm gonna put you on the spot
Janice Porter:for a second. I'm sure you have many stories, but can you share
Janice Porter:a transformation story from one of your clients who's used your
Janice Porter:system,
Kris Jones:who you Yeah, absolutely. I worked with a
Kris Jones:client named Andrea, and she had a great coaching business. She
Kris Jones:did, she was an infidelity coach, and what she would do,
Kris Jones:really interesting and very focused talk about solving a
Kris Jones:problem. She her program was called no in 90 know if you're
Kris Jones:going to stay or go in 90 days. And so she had this beautiful
Kris Jones:program and and she was, you know, she's a confident person,
Kris Jones:but she found herself on her sales calls kind of selling, you
Kris Jones:know, and she didn't like how that felt, and she she didn't,
Kris Jones:she wasn't stepping into her story on her website and in her
Kris Jones:real life as the Guide. And so we work together, and we really,
Kris Jones:you know, mind for gold. We got her story. I polished it up for
Kris Jones:her and and we got it to a point where, like, it felt really
Kris Jones:good. And she came to me because she wanted more clients, you
Kris Jones:know, she wanted to reach more people. What she didn't realize,
Kris Jones:and honestly, it wasn't until working with her that I really
Kris Jones:realized, you know, the gravity and how good this, this little
Kris Jones:byproduct is of getting clear on your story, is she became so
Kris Jones:much more confident, and she started when she had the words
Kris Jones:to communicate what she did, and she knew in her bones how. How
Kris Jones:powerful it was and how important the work she was
Kris Jones:doing. Was she her website started working right? She she
Kris Jones:started getting a lot more calls booked, but then when she would
Kris Jones:show up on those calls, she was calm because she knew she didn't
Kris Jones:have to sell anymore. She was using her signature, signature
Kris Jones:story in her sales calls like her value, right to show her
Kris Jones:value. She knew she knew her her value, and really it was less
Kris Jones:about her talking and more about her asking the right questions
Kris Jones:to her clients in the call. So prior to working together, she
Kris Jones:was closing about 20% of her calls, meaning for every 10
Kris Jones:calls she booked, she was getting two clients. After our
Kris Jones:work together, her her close rate went up to 95% so for every
Kris Jones:10 clients. She was getting nine and a half for every 10 calls.
Kris Jones:She was getting nine and a half clients. But mostly she just
Kris Jones:told me, because I talked to her a couple months later and she
Kris Jones:was like, You cannot put a price tag on this work like it just
Kris Jones:the confidence that it's allowed her to step into the world in in
Kris Jones:such a more profound way and impact more people, like people
Kris Jones:need her help so and now
Janice Porter:as your as your book says, from click to client,
Janice Porter:how to easily create a story driven website that turns
Janice Porter:visitors In to clients love it, which is so true. Your dream
Janice Porter:clients visit your website and quietly click away to
Janice Porter:competitors. I'm looking at the back now. I'm sorry, and what?
Janice Porter:What would you say is one step that our listeners can take
Janice Porter:today to start applying the story selling, selling system to
Janice Porter:their brand.
Kris Jones:Well, yeah, the first thank you for sharing
Kris Jones:that. Janice, the very first and most important thing you can do
Kris Jones:is just shift the lens in which you look at your business, in
Kris Jones:which you talk about your business and really get clear on
Kris Jones:who your hero is, what they're struggling with, and what
Kris Jones:they're wanting. And then in all your all the materials that you
Kris Jones:create for your marketing, be consistent, be congruent, like
Kris Jones:people don't want to find you on LinkedIn and then go to your
Kris Jones:website, and it's like a complete disconnect like Troy,
Kris Jones:that's leaking trust. We don't want to leak trust. We want to
Kris Jones:build it. And ironically, having a consistent message is less
Kris Jones:effort. But we somehow, as humans, we think, Oh, that's
Kris Jones:lazy. We gotta, we gotta be fresh and clever everywhere we
Kris Jones:show up. Well, the The more consistent you are, the more you
Kris Jones:can beat that drum over and over and over, just the more people
Kris Jones:are going to remember you. They're really going to
Kris Jones:understand what it is that you do. So the number one thing you
Kris Jones:can do is really step into this story as the guide and identify
Kris Jones:your potential clients as the hero. And if you want to do that
Kris Jones:for free, you can go to my website, Red doorstories.com,
Kris Jones:and I have a freebie on there called How to write compelling
Kris Jones:copy in five minutes. It's just a very short video with a little
Kris Jones:worksheet on it, and it will get you going. It will forever
Kris Jones:change the way you talk about your business.
Janice Porter:That's great. I'll put that in the show notes.
Janice Porter:Thank you so much, Chris. Well, this has been a delight. I'm
Janice Porter:very excited for you with your book and I are we allowed to
Janice Porter:talk about that? You're writing another one.
Kris Jones:It's in the works. Okay, so, yeah, we'll talk
Janice Porter:about that when the time comes. But it sounds
Janice Porter:pretty exciting with what you shared with me. So a huge thank
Janice Porter:you to you for sharing your wisdom and for showing us that
Janice Porter:marketing doesn't have to be complicated to be powerful. Your
Janice Porter:signature story selling system reminds us that the right story
Janice Porter:told simply and clearly can do the heavy lifting in our
Janice Porter:business. And if you want my audience, if you want a website
Janice Porter:that truly converts and messaging that reflects the real
Janice Porter:value that you offer. Chris's book is a must read, and you can
Janice Porter:find it on her website and on Amazon, I'm guessing anywhere
Janice Porter:that books are sold, and we'll put the link to it in the show
Janice Porter:notes as well. So thanks for being
Kris Jones:here. Thank you, Janice,
Janice Porter:thank you, and thank you to my audience. And if
Janice Porter:you like what you heard, please let us know and check out. I
Janice Porter:encourage you to check out Chris's book and her website as
Janice Porter:well, to see a true example of her storytelling system, and
Janice Porter:remember to stay connected and be remembered. You.