How Storytelling Influences Your Brand with Jamie Jensen
Storytelling is not longer just about Cinderella and her glass slipper. No, storytelling is an integral part of your business and influencing your business’s brand. As Jamie Jensen shares in this episode, storytelling is the most human and natural thing you can do for your business. Find out how to use your story to develop your brand and where to use it. You don’t have to have just one story – you can be extremely successful with mini stories and multiple different stories. Tune in to learn about the building blocks to a good story…you’ll want to have a pen and paper handy for this one!
We cannot stop gushing over our amazingly talented guest in this episode. Jamie Jensen is an award-winning screenwriter, business strategist, and the creator of Story School. To date, she’s helped over 700 entrepreneurs increase their sales by up to 900% with the power of effective storytelling. Prior to helping business leaders connect deeply with their audiences through copy, video, and talks, Jamie worked in story development in Hollywood, assisting writers in both film & television. Jamie is the co-director and executive producer of the feature film “Hannah Has a Ho-Phase,” which won her the “Best Feature Writer” award at La Femme Film Festival in 2013, and she most recently completed her 9th feature-length screenplay.
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Kendra Perry: Hello everyone. Welcome to another amazing episode of the 360 Health Biz Podcast. I'm Kendra Perry and I'm hanging out with my incredibly sexy and amazing and hilarious-
Christine: Totally, guys. I totally feel it.
Kendra Perry: ... cohost. Christine's here with her beer because she says it's after 5:00am and she [inaudible 00:00:27].
Christine: Okay. Well, now I can just have a sip right? Because I was going to do it on the low key but okay, fine.
Kendra Perry: You know what? Just go for it. Let's just be yourself.
Christine: It's 5:00 going 6:00. That's totally acceptable in Europe. I don't know but ...
Kendra Perry: I think it's totally acceptable. It's like 8:00 AM here, but, you know, it's all good. I've got my coffee. You got your beer. So-
Christine: See? There you go.
Kendra Perry: ... this is how we [inaudible 00:00:44]. Awesome. So guys, we have a really good show for you today. We're going to be talking about copywriting and storytelling. As you guys know, we were just at Social Media Marketing World in San Diego about a month ago now. A big theme of the conference was storytelling. Everyone was talking about how important it is to weave your story into your brand and into your message and we loved it. We actually did a couple of storytelling workshops.
Kendra Perry: After we got this message I was like, "Okay, we need to get someone on for storytelling" and I thought of Jamie Jensen because she is an award-winning screenwriter, business strategist and the creator of Story School. To date, she's helped over 700 entrepreneurs increase their sales by up to 900%-
Kendra Perry: ... with the power of effective storytelling. That's pretty crazy.
Christine: That's an impressive number, dude.
Kendra Perry: Prior to helping business leaders connect deeply with their audiences through copy, video and talks, Jamie worked in story development in Hollywood assisting writers in both film and television. She is the co-director and executive producer of the feature film Hannah Has A Ho-Phase. Interesting. I'm like, what's that about? Which won her the Best Feature Writer Award at La Femme Film Festival in 2013. She most recently completed her ninth feature-length screenplay. Jamie, welcome to the show. Thank you so much for being here.
Jamie Jensen: Thank you for having me. I'm so excited to be here.
Kendra Perry: So tell me, what is Hannah Has A Ho-Phase. What's a ho phase? I'm so intrigued.
Jamie Jensen: It's a phase-
Christine: A ho phase or a whole face? Like it's just [inaudible 00:02:15]-?
Jamie Jensen: No. Like it's a phase when you're being a ho.
Christine: Oh I ... You know what? I understood she has a whole face. Like a whole W-H ... I was like, "Well what if you don't have a whole face? Do you have a half a face? Like what does that mean?" So, okay, got it. I'm on your level now.
Jamie Jensen: You know what?
Christine: We've all had a-
Jamie Jensen: It's a raunchy, romantic comedy so that's what it's about.
Kendra Perry: I think that's fantastic. I had a ho phase once so ... I've had a couple actually so-
Jamie Jensen: Oh dude [crosstalk 00:02:43].
Kendra Perry: ... I would probably really relate to this. Whoo hoo.
Christine: Who hasn't had a ho phase? I mean really?
Kendra Perry: So I-
Christine: Very poor people I guess. Very ... I don't know. People who are very stuck up.
Kendra Perry: No it's some such an interesting bio, Jamie. I love how you did the storytelling and storywriting for Hollywood. How did you transition into working with creatives and entrepreneurs online?
Jamie Jensen: Yeah, I mean I still do all of it to be honest. It wasn't like, oh, I ... It's more of just adding. It's adding more of what I do and taking a lot of the expertise that I have, not just from studying storytelling in like a formal way, but also from, you know, the business of film, which is ... My masters is in producing and so it's very much the business of content. So you have to look at marketing as a piece of the picture and a piece of, you know, everything that you're creating. You have to be asking yourself like, "How is this marketable?" As you're developing yourself as a writer, as a screenwriter in Hollywood, you're always looking at like, “Well, what's your brand? What's your voice? What makes you marketable? What makes you an enticing package?”
Jamie Jensen: When we're looking at people who are marketing themselves online, whether they're doing a lifestyle business and it's ... they're the brand, you kind of have to ask the same questions.
Kendra Perry: Yeah.
Jamie Jensen: So it really wasn't ... It was really a natural transition for me to start supporting entrepreneurs. The way that it happened ... and what's funny is my dad was an entrepreneur, so I actually grew up with like learning about sales and learning about direct response copy and learning about a lot of the stuff that I ended up applying to my business and then to other people's businesses.
Jamie Jensen: But really the way that I got started was, I was writing for everyone around me. You know, people were coming to me asking for help with their website copy. I was that go-to person that, "Oh well I have to write a bio on my website. I have to write a this. I have to write a that." So I just kind of became that go-to person for people in my circles. It eventually dawned on me that that was probably the business I should be starting.
Christine: That's a lot of money in there. Like [inaudible 00:04:44] it's like something where I don't skip on. Like where I don't really don't really care what the price tag is to some extent. It's so key. So I'm really excited to hear, you know, how you teach this as well because I find to some extent you can have talent or you can't, but it's ... So it's really going to be interesting to see what your main takeaways are for our listeners today as far as you can reveal your secrets. So it's going to good. So yeah, let's go ahead.
Kendra Perry: Awesome. Well I'd love to know like I know our listeners are probably thinking like, "Why do I need a story? I have a business." Why is it important to have a story in business?
Jamie Jensen: So storytelling really is, and this is funny because this is one of the reasons why I'm obsessed with story and why it's been like my nerd obsession since I was a teenager really. It's the most human thing. It's completely natural. It's completely human and everything that you ultimately end up learning about a story when you really study it is how it speaks to the human condition.
Jamie Jensen: The reason that storytelling is so important in marketing and especially the way that you choose to engineer and tell your stories, is that it really is a bridge that connects one human to another human. When you're able to not just communicate your experience, your expertise, what you've been through, build evidence ... You know stories are how we communicate meaning, are how we communicate lessons. They're how we ... Really, it's the difference between having a really smart quote on Instagram where someone's like, "Oh my God, totally. Like, just let it go" right? Versus like watching Frozen and understanding what that really means, right? So it's like, it's a different emotional experience that allows a person to actually integrate what they're learning and make it part of themselves.
Jamie Jensen: So you could tell someone, "Oh, well, I help clients achieve XYZ" blah, blah, blah. So for example, for me, oh yeah, I've had a client. Like I helped my clients increase their sales by up to 900%", but what anchors that in reality is me telling you the story of my client, Lauren, and like how she created a program herself and how she wrote all of her own copy and how she had a hungry audience, but what she was doing wasn't communicating to them appropriately. So through the process we worked on together, which I'm not going to go into deep detail, but that's how we ended up increasing her sales. So really you're humanizing an experience and making it relevant to the person who's paying attention.
Jamie Jensen: The big reason that I'm obsessed with story and also why it's so important is like that's about emotional resonance. So where ... It's like ... I call it like you're communing with your audience because you're ... because they're seeing themselves in you and they're feeling themselves in you. It's not just like, "Oh, I want to achieve what they achieved." It's, "Oh, I can feel what they felt, like both the pain and the victory." Everyone wants to experience that for themselves. So when you can have that experience and really demonstrate results to somebody and possibilities to somebody in an emotional way, like that's when it really becomes real for them.
Christine: Totally. Makes Sense. So let me ask you a question because that's something that I struggled with and we've talked about this before, Kendra and I, which is that, we all have like ... I think in high school you even learn the typical hero's journey of the struggle and then the victory and climax and dah dah dah. What if you don't ... and for me it was an issue for a long time. It's that I don't have the typical hero's journey, right? So my niche is sleep. I've always been a good sleeper. Right? So that's ... It wasn't my personal struggle per se that I got into the business that I have. It's not like for example, a cancer survivor who managed to get much better through nutrition or something like that. I know for a lot of health coaches, a lot of them do have the personal hero's journey. But what about those who came into this business for a completely different reason and who are probably like, "Oh yeah. This is not going to work for me because I don't have this story." What do you ...
Jamie Jensen: That's a great question and it's one that I love answering.
Christine: [inaudible 00:08:44].
Jamie Jensen: So the way that you use the hero's journey in marketing isn't about always telling your own hero's journey. Sometimes it is, and sometimes you have a story that works and functions and beautifully matches up like perfect puzzle pieces with your customer's journey mirroring your journey. However, the goal isn't about establishing that your story mirrors their story. The goal with telling your story is establishing your character and your place in their journey, which means that your job can be, to be the person who's been down the road they want to walk down, but your job can also be the person who's the exact compliment and opposite of them. So your example is great because you're like, "I've always been a good sleeper".
Jamie Jensen: But another example I love to use is like, let's say that you help people design and develop websites and you're very tech savvy. Your clients are people who don't want to touch the backend of a WordPress website to save their life. Like it scares them. They're afraid they're going to break something. It's just not their genius zone. They're really good at what they do. They're not good at tech.
Jamie Jensen: Your journey's never going to mirror their journey. Your place in their story is helping them get where they want to go by being the expert they need to get there. So when you choose to tell your story, I'm sure that there are stories you could tell about how awkward it could be, because this is also just like a normal human thing. You don't feel like you belong because maybe you're the one person who is good at something that everyone else around you isn't, and that establishes who you are to everyone else who needs your support.
Jamie Jensen: So I always say, and I always ... I actually have a training. I don't even know where it is right now. Like I don't know if I have it prerecorded anywhere, about the four business stories that every business needs because most businesses have a version of, "I'm exactly like you. I've been exactly where you've been", but the other side of that is like, "I'm actually completely different from you and that's a great thing because I'm going to be able to help you with stuff that you can't help yourself with alone."
Christine: Perfect. Yeah, that makes total sense. You know? I think sometimes you just need a little bit of help with that because you're so close to it whenever you do write your story that having a framework or having someone who can just see what you don't see is super, super helpful, I reckon.
Jamie Jensen: Yeah. I think a lot of our people ... I think a lot of people in general, not you Christine, but a lot of people get into health coaching, the health industry because of their own stories. I think there's a lot of people out there in our audience who probably do have really amazing personal stories they can weave into it, but I feel like ... The thing I hear a lot is, people get into health coaching because yeah, they had their own health struggle, but they're not necessarily out the other end yet. You know what I mean? Like they're still in it.
Christine: [inaudible 00:11:32].
Kendra Perry: So I feel like people are scared to share it because it's not like, "Yeah, I have this personal health struggle, but now I'm good. I feel great. I have energy. I'm awesome." Like they're still in the depths of it. They still feel like shit. They still have whatever issue and I think that can be pretty powerful. What do you think? Like even if you haven't come out the other end, like that can probably be a really good connecting point too.
Jamie Jensen: I think so. I think that that's a perfectionism problem.
Kendra Perry: Right.
Jamie Jensen: I think that that's like a visibility problem and a perfectionism problem where you're afraid to just be real with your audience. You know, I think you can come along way in a journey and still not be where you want to go. The truth is that in life, that's really how it is. Like you can, "Oh I hit six figures in my business. Now I want to multiply that. Now I want to hit seven." Or, "Oh I ... " You know, whatever it is that you are looking at as external markers of results. Yes those things matter in marketing but the truth is that the purpose of your marketing story is to build that know, like and trust, you know, that love factor. It's to create that relationship development with your customer and for them to really feel like they know you.
Jamie Jensen: So my thing is like, be transparent. You know, the truth is that health isn't the type of thing where like we're done. Mental health and physical health, you're never done. You're never like, "Oh my God, I'm like the perfect statue of exactly what I want to be and I'm going to freeze time." Like, "This is my freeze frame." It's like health is something that we're constantly working on. It's not like ... I had a therapist in New York a few years ago and she's like, "You're never done. You're never like, 'Oh, all of my childhood wounds disappeared.'"
Kendra Perry: I'm healed.
Jamie Jensen: "Poof, they're gone. I eliminated them. I'm healed." I'm sorry. I know.
Christine: Unless you work with Jesus, it's like, I [inaudible 00:13:11].
Jamie Jensen: I mean-
Christine: Oh my God.
Kendra Perry: [crosstalk 00:13:14].
Jamie Jensen: Look, there are plenty of energy healers who are like, "I cleared it. It's gone forever." I'm like, "It's not ... That's not how the subconscious mind works, people."
Christine: No, no.
Jamie Jensen: That's fine, because you can always be improving. The truth is that if you don't take the step forward towards improving, then you're never really going to improve, like at all. But I do think that not sharing your story because you're not in perfect health is fine because no one's ever in complete perfect health. There's like actually no such thing. Yeah.
Christine: So tell us a little bit about how to use your story. So let's say that we have some listeners who are like, "Okay, I get it. It makes sense to tell my story. It's ultimately going to convert into [cashola 00:13:58] because people like me. They will trust me and hence they will finally sign up with me after stalking me for five years on my email list. But how do you-
Jamie Jensen: The long game strategy. This is long tail economics.
Christine: Just like so painful. Like how do you use it apart from let's say the obvious. So for me the obvious would be, okay, I work out of my story and then I have it on my website. Probably because I like video, I'd record it and I tell it that way. Probably have it in my copy on my website. How else can you use your story? What have you seen when working with people in ways that they've used, what they worked on with you and then kind of implemented it in different ways?
Jamie Jensen: Yeah, this is a great question. It's actually like, I've created a bit of a framework around this because I have people who do My Story School Program or who've come to me and they're like, "I know my story but I don't know how to use it and I don't know how to adapt it to platforms." So I'm just going to list off the platforms that I'm like, "These all need your story and the way you use your story in these platforms is going to be different for each platform." So obviously social media, your website, your About page. If you want to create a brand video script, I also highly recommend creating video scripts and shooting video for Facebook Ads, for funnels, written copy in your Facebook Ads? For sure. If you're going to do a talk, if you're going to build it into a book. Those are really ... I feel like those are the big ones. Speaking website, social media, book. Oh, and a webinar.
Kendra Perry: Webinar. Yeah.
Christine: So what would social media look like? So I would just be like, "Okay. I do one post" like ... Ugh, this is too cheesy. It grosses me out, but you know, you have the vulnerability posts, so I just go like. But it's ...
Kendra Perry: Disclaimer. Vulnerable share.
Christine: Yeah, [inaudible 00:15:47] like ... Eye roll.
Jamie Jensen: Why do you need to ... It's not. I want to read it less now actually.
Christine: That's as far as my imagination goes to how I would use this. So please [inaudible 00:16:00] this kind of space. Would you kind of chop it up? Or how do you do it? I mean Kendra is pretty good at this stuff too, in a way-
Kendra Perry: [inaudible 00:16:08].
Christine: ... and I know that you're stalking people who are very good at this, Kendra, too know. So I'm not very ... In that aspect, I don't know what I have, some story trauma or something, I just cannot see it. It's one of these things where my brain is just like trees. I don't see anything, you know? So how would you do that? How would you use it?
Jamie Jensen: It may be some story trauma. We can talk about that.
Kendra Perry: I love it. I love it.
Jamie Jensen: These things are real. So with social media it's a little bit different in how you decide to use your story because I think that you can actually tell the same story in like a hundred different ways and keep reinforcing it. One of the things that I tell people to do, and I talk about this in Story School is like, every story has little stories in it.
Jamie Jensen: So you can choose like ... You can choose a snippet, you can also take a snapshot and expand upon it. Like, let's say part of your story is like the moment, so the part of every story is like, "The moment I decided to shit needed to change." Right? So like you can say that in like two sentences when you're telling it any other place. But when you're telling it on social media, you can literally just take that moment and zoom, zoom in, right?
Jamie Jensen: So you're like, "I remember the moment that I decided shit needed to change. I was walking here. I was at a café. I went to a cafe with my friend. I was sitting. I remember the cafe looked like this. I remember ... " You know, it's like you get really into details and you expand upon a moment and you ... It really is this game of like time expanding and contracting depending on where in the chronological timeline of your story you're speaking to. So that's number one.
Jamie Jensen: Number two is with social media, it doesn't ... Like every ... You're going to have more than one story in your business. I think we get really obsessed with like, "This is my brand story." And the truth is that like-
Kendra Perry: I know.
Jamie Jensen: ... you need more than one, and you're not just going to have one and use one. You're going to have many. They're all going to relate to the topics in your business that you speak to that are important to you. So you know, let's say like self-care is a pillar of what you care about and what your brand values are. So you're going to have a lot of stories that relate to self-care. The core brand story work is there to really speak to what's the main thing that people need to know to understand what you do, why you're the best at what you do and why they should know, like, and trust you. Like that's your core. Who are you for them? That establishes that.
Jamie Jensen: Beyond that, like you can create a story bank. Part of the process of being a content creator is mining for stories in everyday life. So it's a little bit of both in that, you can use snippets of your brand story and expand upon them. You can take from other things that are happening in your life that relate back to the brand values that you stand for. That's usually what I would recommend.
Jamie Jensen: I think for some people it can be really intuitive and they can just create on the fly. For others, they need a bank. They need to work with someone to extract stories out of them and like give them a spreadsheet of like, "Listen, here's 20 stories that you can tell and you can repurpose them in different ways and you can tell them ... " You know, and quite honestly, if you had a bank of 20 stories on social media, people probably would stop noticing that you were telling the same story.
Christine: Oh yeah. [inaudible 00:19:18].
Jamie Jensen: Like they wouldn't notice by the time you got to 20 again, like number one happened again and they're ... They would just be like, "Wow, oh my gosh", because you're catching a new follower. You know, it's not.
Kendra Perry: Too.
Jamie Jensen: Yeah. Does that help? Does that make sense?
Christine: My eyes are like, you know, the heart or the star Emoji? It's like right here on a [inaudible 00:19:37] bank. I'm just like, cling. [inaudible 00:19:39].
Kendra Perry: Well, I love it, and it seems like what you're saying is like, it doesn't need to be this like crazy story. Like you could take small little things that happened in your life and turn them into something interesting that has maybe a lesson or, yeah, it relates back to the overall message that you're trying to tell. Right?
Christine: I just have to laugh because Kendra posted her cooler with all her food that she talked to.
Kendra Perry: [inaudible 00:20:01]. You know? [inaudible 00:20:01].
Christine: I was just like, "Oh, this stuff is delicious." And she's really good at what she does. She knows her shit, but it was just too hilarious seeing that cooler with all of the food.
Kendra Perry: Well, you know, this-
Christine: [crosstalk 00:20:16] it was like [crosstalk 00:20:17].
Kendra Perry: ... spa that I go to, they have a really expensive shitty restaurant. So I packed everything I needed in my cooler for like two days. But it's funny, everyone was like, "Oh my God, you're so healthy." I'm like, "Do you know that underneath the greens and the [inaudible 00:20:29] was four chocolate bars and like all this fucking shit crap food?" And everyone's like, "Oh my God, you're so healthy." I'm like, "Nah, I just packed a certain way."
Christine: It was really good [inaudible 00:20:41]. It was amazing [crosstalk 00:20:44].
Jamie Jensen: Strategic packing.
Christine: Totally. Very.
Kendra Perry: I'm like, "I'm so healthy", and then behind the scenes I'm stuffing like five chocolate bars in my face.
Christine: Yeah, I'm really getting into it. Like I try ... We went to a workshop at Social Media Marketing Worlds for Instagram Stories and both Kendra and I are totally flashing on it and I try to be more strategic about it now. So I literally have some days where I'll just prerecord. So I record moments and then I upload them all together in the evening. So really trying to have just a life into me. I don't quite manage to always tie it into my topic, I have to say maybe because my life doesn't quite revolve around it. Or maybe today, because today I literally didn't get out of bed cause I was just lazy, but that's not quite the same thing.
Christine: But I do find that these platforms are all pushing these dory kind of structures, you know, not to just do a one-off picture or just to do a one-off kind of video, but really to try and tie it in so that people can get to know you and that it's literally like a, yeah, like a script in a way. So what have you ... So particular to Instagram stories, have you had a client who for example said, "Look, I want to focus on that"? What have you found maybe that is great at working at that concept to also convert clients? Because in the end, it's all fun and games, but we really want to make money, right? So what are things where you said, "This is the golden ..." Not the golden ticket. We know that doesn't really exist but as close to.
Jamie Jensen: Really ... I mean social media is about developing relationships. So it's hard for me to say use conversion strategies on Instagram stories because I don't think it's about that. As far as far as storytelling techniques are concerned, it is pulling someone through a beginning, middle, and an end. So it's like, "Oh, I started cooking this, and here's all the different steps in the process." I think that process-oriented stories are probably the best thing to do on Instagram.
Kendra Perry: Yeah [inaudible 00:22:41].
Jamie Jensen: Taking people behind the scenes, taking them into the how, sharing what you're working on and like teasing-
Christine: [inaudible 00:22:47].
Jamie Jensen: ... your audience with what you're working on. Like, honestly, I think that it ... I think that the best use of Instagram Stories is always process-oriented behind the scenes.
Christine: Yeah. That's very cool.
Jamie Jensen: Taking them like behind the curtain. You know, it's like the Wizard of Oz.
Kendra Perry: Behind the curtain.
Christine: Yeah [inaudible 00:23:02].
Jamie Jensen: I can't speak to like, well what converts sales on Instagram. It's not ... I don't know. I don't look at social media that way. I think you're continuing to reiterate your message, the value you deliver, how you help, who you are. Then you lead them to the next step, which could be a landing page, could be a website, could be a webinar, could be a challenge, could be a Facebook group where you're nurturing an audience beyond what you're doing. I think that it can be challenging to build that same sense of like community and tribe on Instagram compared to the way you use other platforms and how they function for conversion, if that makes sense.
Christine: Yeah, totally.
Kendra Perry: It seems like social media is kind of like that dating part of a relationship where you're just kind of like, you go for coffee. You're like, "Hey, this is a little bit about me. Can I know a little bit about you?" But if you come in too heavy with the sale and you're like, "Hey, you want to like get married, have babies right now?" That person's going to be like-
Jamie Jensen: ... "Holy shit. That's fucking crazy. Get me out of here", right? Like I talk about relationship development like a lot with different platforms and like what stage they are. You know, like when someone opts in they're like, "Oh yeah, yeah. Take my number." You know?
Jamie Jensen: And someone who's following you on social media, like it is they're like, "We're checking you out. We're maybe flirting, but like I don't have your number yet. Like we're not there yet", right?
Kendra Perry: Yeah. I think that's important because I know I made this mistake when I was new to having a business. It's just like ... You're just like, "Oh sweet. I'll just get a Facebook page and I'll just tell people about my program and people will buy." And then you're pushing it out there and you're getting crickets and nothing's happening. You're like, "I don't understand why people don't want this from me."
Christine: I used the exact template that made Russell Brunson a gazillion billion dollars. Why isn't it working? You know?
Kendra Perry: Yeah.
Christine: I get it.
Jamie Jensen: Totally.
Christine: It's just more difficult than that sometimes.
Jamie Jensen: It's also kind of-
Kendra Perry: So Jamie [crosstalk 00:25:10]-
Jamie Jensen: That's also the same thing as like getting into a really sexy dress, going to a party and walking around the whole time, talking about yourself. Like that's what then it's like, "Who wants to date that?" It's just like you know, it's like, "I'm really hot. I'm just going to walk around and talk about myself the whole time" and like not ask questions and not listen and not speak to them and not engage and like not care about anybody else. Like that's [crosstalk 00:25:34] person.
Kendra Perry: [crosstalk 00:25:34] that's literally what-
Jamie Jensen: That's what people do when they build their website and they're like, "It's all about me." [inaudible 00:25:41] but like no one cares.
Kendra Perry: Yeah, no one cares about you.
Jamie Jensen: [inaudible 00:25:44] care about themselves.
Jamie Jensen: Yeah.
Christine: [inaudible 00:25:47].
Kendra Perry: So I was ... Right before we hopped on the call I went and got your email opt-in and I got all your stuff and in the, your little like mini course that I think just purchased because I got sucked in, but I'm really excited to do it. But you were talking about in the first email that I got, you talked about like a story format where you said, "The desire, the challenge, the twist, the shift and the takeaway." Can you break that down a little bit? Is that kind of how you coach people how to kind of start building their story?
Jamie Jensen: So the tripwire that you bought is like, I have a five-step story formula, which is exactly that. It's ... How do I say this? It's kind of like one format that isn't as detailed as other formats I teach. So yes, I can.
Jamie Jensen: Usually, what I have people do is I have them work backwards through it. So we start with like the takeaway, which is like, what's the message you really want to deliver? What are you trying to say? Sometimes you don't know until you've like done the other five steps and then you come back around and you're like, "Oh wait, what am I really trying to say here? What am I trying to convey?" So knowing what you stand for, what's the result that you want to actually show your audience as possible, and the story that you share no matter what, should be evidence for that takeaway.
Jamie Jensen: So I always talk about romantic comedies because I've written quite a few and that's ... I write R-rated comedies, but I also write relationship-driven stories so they'd follow a romantic comedy structure.
Kendra Perry: Very cool.
Jamie Jensen: The underlying message of all romantic comedies is love conquers all. Like that's really [inaudible 00:27:21] they all end, love conquers everything.
Christine: Okay. I'm out a divorce. I'm fine. Oh no. Where's my beer?
Jamie Jensen: But if the movie didn't end with them living happily ever after and then it's like, "We don't see anything that happens after that because we're stop ... It's kind of like what you're saying with health coaches who haven't [inaudible 00:27:45] at the end and they're like, "I don't want to share my story because ... " Because it keeps going, but we get to choose what snapshot we share of our timelines.
Jamie Jensen: If the romantic comedy movie didn't end in that space, then the message would change. So you get to decide what your message is based on what you share in your story and like where you start, where you end. So know your takeaway.
Jamie Jensen: You know, when I teach this on stage, I call it ... I had a professor in college who called like, he would say he had a chicken McNugget for us. That was like his way of saying it's a little nugget of information. So he would call it chicken McNugget. It was just hilarious. So I'm like, "What's your chicken McNugget? What do you want people to walk away with? What do you want them to feel and know and do and feel confident in?" So always start with the takeaway.
Jamie Jensen: The desire is usually going to be, you know, what is it that ... If you're telling your personal story, what is it that you wanted that set you off on the journey in the first place? What created that desire? What was the goal? What did you want? The challenges like, what was hard about that? What was the problem you encountered trying to face the goal? The twist is like, what did you have to change?
Jamie Jensen: So, for example, let's say your goal ... I'm just going to use like a really ... This is just going to be really bad example, but the basic, most basic example. Let's say that the goal was like, I want to lose 10 pounds. Okay? So you're like, "I'm gonna lose 10 pounds. I'm going to do it by like not eating sugar and working out every day", which actually sounds really healthy and probably I should use a better example. But let's say that like it's not working for you or you crave chocolate every day and you're like, "I just need to eat chocolate everyday. Like I can't do this no sugar thing. It doesn't work for me." So you decided like, "This isn't going to work. I need a different approach." So that's the twist.
Kendra Perry: Right [inaudible 00:29:40].
Jamie Jensen: Then the shift is you take a new approach that helps you actually get where you want to go. So the shift is like, "Oh, here's my new approach." You know, when we're talking about storytelling, it's always about a character achieving a goal in spite of obstacles. Based on what the obstacles are and what the obstacles ... what you encounter, what happens is either the goal changes or you find a way of overcoming the obstacle that becomes part of the takeaway message. So you're building evidence for what you want the customer to know.
Jamie Jensen: So let's say you want the customer to know you can have chocolate every day and lose weight, and like, here's my system for doing that, right? So then that's the story you tell them and in the shift you're like, "Instead of not eating sugar, what I did was I let myself have one piece of chocolate every day and that actually helped me curb my cravings, and like balanced whatever and I wasn't like I had to ... I experienced pleasure in how I was eating and that helped me create what I wanted to create." So that's kind of the very fast version of teaching those steps.
Christine: I like it. So how do you work with your clients. So, I mean it's such a personal kind of topic, but from what I soused out here, there's like all kinds of different strategies that you use. You know, let's talk business here. Like the way that you structured your business, so walk us a little bit through that. If we have some people like me right now who's like on my notepad is like hire her, [inaudible 00:31:07]. How did you build your business and how is it structured now?
Jamie Jensen: Yeah, so is the question like what do I offer and what are my like what's my business model?
Christine: Mm-hmm (affirmative). Yeah.
Jamie Jensen: Yeah, so great question. I had a copywriting agency for about four years that I shut down a year and a half or two years ago now. So that was my first business model. Now my model is different. I do a lot more teaching, mentorship, consulting, optimization and like custom work. So I don't really do done-for-you writing very often. I will do co-writing with people sometimes like actually help them, they write, I write, we switched back and forth. I support them in extracting what needs to be extracted and structuring it the way it needs to be structured. So it's a little similar to like developmental editing work but it involves more like story extraction.
Jamie Jensen: I have a process for getting people to like share stuff and I go really deep with my clients. You know I'm a [inaudible 00:32:05] person so even though what we pull out is going to be like really, really legit and, and it's going to have emotional resonance, but we can also build a sense of humor into it, which is really what I do with people.
Jamie Jensen: So to-
Kendra Perry: [crosstalk 00:32:20]. I actually noticed that about your website. I was like, "Man, her copy is really good", but I laughed the whole time when I read your About page. I was like, "This is great", because I love that. I love humor. Like you know, it's like, "Well, is she serious?" We've got to like laugh and say stupid shit sometimes.
Jamie Jensen: That's what I did. Like the first website that I had, everything was super clean and like polite. The one that I have now, it's just like full of swear words and just calling it the way that it is. Ultimately people buy us. So if they don't like the way that we talk, they will never trust us and they will never [inaudible 00:32:52].
Kendra Perry: You need to bring all of you.
Kendra Perry: Okay. That sounds-
Jamie Jensen: So the business model is, I have two courses I sell. One is on writing your website copy to convert more clients and one is more, it's Story School, which is like, "Here's really like all you need to know about story structure." So I've eliminated all of the BS, like all the stuff you don't need to know, here, you don't need to know it, but like, here's actually how to tell a story to engineer it emotionally. So that's what Story School is.
Jamie Jensen: Then what I've created now that I'm actually putting together for the summer is, more of like a group mentorship program around like how to take your story and adjust it to different platforms. So it's kind of a blend of ... It's going to be like a small program, but it will be a group, but it'll be like the best way to get mentorship from me because it's not as expensive as one-on-one would be for example.
Kendra Perry: Right, yeah.
Kendra Perry: Yeah.
Christine: Which is what Kendra does mainly too.
Jamie Jensen: [inaudible 00:33:55].
Kendra Perry: Yeah. Like group programs. One-on-one I find so exhausting sometimes, but group os fun.
Jamie Jensen: Yeah, yeah. I love one-on-one, but it's ... Because I only have until [inaudible 00:34:05] group courses but it's because charge accordingly so it's fine.
Kendra Perry: Totally. Cool. It sounds like when you work with a client you kind of pull the stories out of them. I'm picturing this therapy session where I cry a lot.
Jamie Jensen: Totally. That is totally what happens.
Kendra Perry: I feel [crosstalk 00:34:19] as in, "This doesn't belong to my story. Tell me more. Boo hoo" you know? Like, yeah.
Jamie Jensen: It's very healing. Like, here's the thing. Stories heal people. Like this is, I mean, this is honestly why I do the work I do. Like, I believe that story is healing. I believe that watching someone else's story can help you have that emotional catharsis where you're like, "Oh my God. They're me." Then you actually get the benefit of that healing.
Jamie Jensen: I have people who listen to my podcast, there are episodes where I just share stuff and they message me and they're like, "Oh my God. I so resonate with this. I went through that too. I was crying the whole time listening to your episode." We don't realize the power of sharing our story that like we're not just getting clients, we're actually healing other people by doing it. So it takes a lot of balls to really go there and it's worth it on many different levels.
Kendra Perry: Yeah, yeah. I totally agree about ... A year ago I made a shift to just trying to be more raw and honest with my past and things I've done and I've shared all kinds ... If you go through my Instagram, I mean you can learn some pretty dark things about me and embarrassing and like times where I like did too many drugs-
Christine: She [inaudible 00:35:32].
Kendra Perry: ... and like all kinds of stuff.
Christine: She [inaudible 00:35:33].
Kendra Perry: But it helps. Right? I get that too. People contact me and being like, "Oh my God, I can't believe you shared that. That was so raw and it shocked me, but it's so ... Like, I did that too", you know, sort of thing. I love that stories heal people. I think that's amazing.
Christine: Totally. All right, so I think that's pretty much all we have time for at the moment. But how can people get in touch with you and hire you ideally? I do think [inaudible 00:36:02] We tend to spend so much money, especially in the beginning of our business on email and [inaudible 00:36:08] courses and on website design and all kinds of crap. It's like, I think story is like one of the key pieces. It tends to be overlooked or not taken seriously when I think, I really believe that is one of the main converters in the end, longterm game. So how do people get in touch with you? How do they find you?
Jamie Jensen: They can go to the jamiejensen.com which is where Kendra grabbed the messaging worksheet and the mini story course, which we just chatted about. So there is a messaging worksheet on that page. If you're having trouble writing your About page and you just run a workshop, like a little workbook for that, I have a free one at howtowriteanaboutpage.com that they can go grab that literally walks them through a process of like, I just ask them questions and they just answer them. By answering questions, they're actually writing the first draft for their About page. So it's so easy. It'll pull a story out of them for their About page. So I would say those are probably the best two places to go just get some support right now in like figuring out your messaging and kind of starting this process for sure.
Kendra Perry: Perfect.
Kendra Perry: Well I'll try to be less of a creeper, Jamie and I'll start to engage with you more because I've been like creeping behind your ship for a while.
Christine: See well it worked. You've bought, so it worked.
Kendra Perry: Yeah, I just came out of the woodwork. I'm like, "Be on my podcast. Oh my God", but really I've been creeping for a while so.
Jamie Jensen: This has been such a pleasure. Thank you ladies so much.
Kendra Perry: Thanks for being here.
Christine: Thanks so much.
Kendra Perry: Thanks so much guys. Yeah, if you're listening to this episode, make sure to screenshot it, share it to your stories, take a 360 Health Biz podcast and we will share it to our stories and give you a shout out. If you love this episode, definitely leave us a five star review on iTunes or wherever. I think you can only leave one on iTunes. Can you leave one on Spotify? I don't even know.
Kendra Perry: I always say iTunes and Spotify, but maybe just iTunes and guys will be with you again in two weeks time with another fantastic episode. Bye.
Christine: [inaudible 00:38:01].