As coaches, our main focus is to create growth and transformation in our clients’ lives. That’s also exactly what our videos should do – help our clients take the next step in their journey with us. But where do you start when it comes to video content?
I’ve found that the most successful coaches I work with consistently rely on three core videos to create connection and trust with their audience:
- Origin Story
- Mission Story
- Win Stories
1. Origin Story: Building Trust through Connection
Your origin story helps clients understand who you are and how your experiences align with theirs. According to research, 86% of consumers say authenticity is a key factor when deciding what brands they like and support . That’s why it’s crucial to share where you came from, what struggles you’ve overcome, and how you relate to your clients’ journey. Ask yourself:
- Where did you start?
- How does your story relate to your clients’ journey?
2. Mission Story: Defining Your Vision
Your mission story explains where you’re headed and what future you’re working to create. It answers the key question: “What do you want?” When clients can see a compelling vision for the future, they’re more likely to buy in. In fact, 64% of consumers say that shared values are a primary reason they trust a brand . Show your clients what world you want to create with them!
3. Win Stories: Showcasing Success
Success stories provide proof that your approach works. Clients want to see results before they make a commitment. Win stories give them the social proof they need to believe in your program. In fact, 92% of people trust recommendations from individuals (even if they don’t know them personally) over brands . Sharing stories of transformation—whether in personal relationships, career growth, or mental health—can be the tipping point that gets someone to take the next step with you.
Once you have these three core videos in place, you’ll be on your way to creating impactful content that drives connection, engagement, and, ultimately, growth for your business.
Want help crafting your OMW stories?
Drop me a message, and let’s get started.
