People don't buy your business, they buy you.That's why your story is so important, and why the traditional business profile, 'bio' or 'about us' section of your website just doesn't cut it. At the end they're written to attract your target market, and we know what they want to hear most about – themselves!

So why do most business profiles still sound like a resume of what you've done and how good you are??? It's not effective, and frankly, it's boring.

I guess the answer to that question is that it's the way we were taught, and most people don't know what they don't know.

Fortunately for me, I got some great advice a few years ago from Success Coach Steve Salvia. He told me that whenever we talk about ourselves to our prospects, it should be in the context of how we've earned the right to help them.

Lightbulb moment!!!!

It makes complete sense, but unless someone gives you that great advice, you won't necessarily think to do it.

So now I'm paying it forward. If you'd like a copy of the framework I use with my clients to build your own 'Earn the Right Story', let me know in the comments, or shoot me an email at

Cheers, Caz