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Module 6Share Your Big Why

Goal: Clarify, Choose and Craft your big why story step-by-step in mini, medium and long formats for use in talks, videos, interviews and all your marketing.

Your Big Mission and Money Payoff: 1) Explode your memorability and stand OUT from the crowd.2) INSPIRE people through your story with what is possible for them!3) Allow your Perfect Customer to Connect with you emotionally, resonate with you.4) Allow your Perfect Customers to connect with what you believe in, stand for and WHY

they should trust and believe your passion and intention.5) Share yourself and your mission in a way that captivates and enrolls fans.6) Show your strength through your courage to be vulnerable, REAL and honest.

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PART 1: WHY THE BIg WHY?

Your Big WHY story captivates the audience, establishes your credibility AND creates emotional resonance with the audience. That makes them love you, relate to you, believe in you and gives you permission to challenge them by making them an offer.

It also shows what is possible AND that it is possible for THEM.

Because… If you had the same problems as them and are a regular, flawed human being, then it stands to reason that if you could follow that pathway and transform, they can too!

This is where you teach and translate your life story, experiences, knowledge and values into teachable points of view that can help other people.

Your Big WHY story reveals:• You really, REALLY care and are human• You really understand your perfect customer’s pain• You are on a mission!• The origin of your pathway/process• That you embody your promise

**Your Big why story also helps YOU: to feel your passion, your bigger mission to why you do this work. This helps you to connect with your commitment and bigger vision when you need discipline to do the work necessary to get your message out! Create your own sense of urgency when you can feel the passion to continuously ignite your own fire.

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PART 2: CRAfTINg YOUR STORY STEP BY STEP

1. The Beginning “There I was….” Where does the story start? Were you at status quo? What was the underlying

problem? (include your credibility points, credibility in your work, experience etc)

2. The Hurt locker “Then, this happened, ….” Describe the challenge/struggle you had, the pain, confusion, suffering, crisis of

faith…lay it all down!

3. The Realization “I finally realized…” What was the moment that clenched it, that you finally saw/realized you had to

change, then you took action in faith and kept going.

4. The Journey “So I started to….” What is the pathway you followed (that matches what you teach in your pathway)

and important keys like perseverance, getting support, meeting a key mentor.

5. The Outcome “I started to be/do/have….” These the amazing benefits you stepped into/are living/enjoying/having that you

totally embody (that matches what you promise) Advanced note: Can include more credibility points here like what you have accomplished since, if you have them.

6. The Transition “So THAT’S why I am so passionate about teaching/doing….” Transition from your struggle, pathway, benefits to THEIR struggle, pathway, benefits “That is why I am so passionate about teaching this…because I see so many

people/a generation struggling with: (pain point 1,2,3) and I know that if they can learn to follow this pathway of (pathway 1, 2,3) they will enjoy (benefits/promise 1,2,3)”

So today I am going to share with some of my pathway so you can experience the same benefits of (benefits/promises 1,2,3)….”

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eXeRCISe: fINDINg AND MASSAgINg YOUR MINI BIg WHY STORY

Spend 10 mins pondering what story about you, your pain, your struggle and your journey reveals your big WHY and that really kind of matches your perfect customer’s pain, struggle and desired outcome.

It does not have to be exact, but now that you know your perfect customer’s pain and struggle, you can focus your story even more smartly.

There are probably a million ways you could tell this mini story and a million aspects you would focus on, but we are using it smartly to convey a message, create connection, learning points and motivate! So, adjust the way you speak of your struggle to connect with your overall message!

Secondly, focus the lessons of your journey and the pathway you followed to get from point a to b to roughly match the system/pathway/process you have created and offer.

Again, does not have to be a perfect match, but the elements should be consistent. Now of course your actual system did not exist at that time…but the connection is that your system/process/pathway came from and what you learned there and the 3 key elements are roughly consistent.

This is the “See, I really do understand because I have been there….and I followed this pathway…and now I am HERE”

NOTE: this can also be a story that is NOT about you, but is instead about a client or customer who really struggled and that moved you, inspired you and became your big WHY.