Everyone likes a good story. Even nowadays, with an increasing amount of facts and data at our fingertips, we’re still swayed by a good story that helps us make decisions – including who we do business with.
So, how can business owners use storytelling techniques to get the message out about their business? Here are three tips:
1. Be specific
Good stories tend to share a few key characteristics. The first is that they all have a beginning, middle and end. In other words, you have a starting condition, something happens and then you have a different finished condition as a result. The heart of the story is this arc, where something is transformed. It could be a person, a company or even an entire industry.
The second characteristic to a good story is the details. Not some customers, but six. Not our customers really like us, but rather, Our customers like us so much, they want to invest in us. Stories appeal to our senses, so the more specific the detail, the more we can hear the sizzle or smell the steak.
2. Tailor your stories
Successful business owners are actually telling stories all the time, perhaps without even realizing it. When you’re selling your company to a prospective client, you might tell a customer success story.
When you’re speaking to an investor, you might tell a personal story about how you came to be uniquely qualified to execute your business plan.
When you’re recruiting a hot prospect to come lead your HR department, you might tell the story of how the executive team became a close-knit group through Tuesday trivia nights.
3. Be notable
The best stories are memorable, leaving an indelible mark in the mind of the audience. They create powerful associations between you, your company and the vivid details of what you do and why you do it.
Many companies claim to be “customer-focused,” but that statement can easily feel empty. So tell a compelling story about how you work with customers and how they’ve help you develop your company.
And taken together, the stories that you tell become your brand.
Reach Jennie Wong at firstname.lastname@example.org