May 13, 2014

Crafting An Impactful Business Story

telling customers your storyEveryone loves a good story, isn’t that how the saying goes?  Turns out businesses need a good story too if you want customers to begin bonding with your company and ultimately become loyal customers.  The great thing is that every entrepreneur, and every company, has a phenomenal story.  Sometimes it’s just a matter of tapping into it and learning to tell it correctly.

Here are five tips on how you can craft and deliver your business’ story in a way that will resonate with your customers:

1. What was your beginning?  How and/or why did you decide to start this company?  In a world that is enamored with the idea of entrepreneurship, this is often the most interesting aspect of your company for most people.  What was it that made you step back off the corporate/stay-at-home/non-profit/etc. track and decide you wanted to strike out on your own?

2. Be authentic.  You may be tempted to embellish on your beginnings but don’t.  Trust me, your authentic story is good enough so don’t do or say anything that might not be genuine.  Even if you think it sounds great, it won’t ‘feel’ right to listeners and they may stop believing half the things you say.

3. Don’t be afraid to show your warts (well, some of them at least).   The most boring story in the world is the one that goes “so I started my business and everything’s been great!”  Think of the best stories, fiction or non fiction, you’ve ever read.  At some point every main character experiences some type of challenge that have to overcome.  That’s what makes the story interesting and keeps us rooting for the main character to triumph.  You are the main character in your story so you need to share some of your challenges to keep your listeners interested and rooting for you.

4. Aim to make your listener feel something.  The great thing about showcasing a challenge you’ve had along the way is that it build emotion in the listener.  “How did s/he overcome that,” they wonder, leaning in closer to learn more.  By tapping into their emotions (in a genuine and authentic way) you are starting to forge that connection with your brand.

5. Keep it concise.  As much as people are interested in your story, you shouldn’t share with them a “and then, the next day we….” blow-by-blow.  Focus on the most important aspects that will illicit emotion in your listeners without losing their attention.  If they want to know more they’ll ask.  And hopefully you’ve told a good enough story that they can’t wait to share it with their friends!

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