A critical key in modern marketing is storytelling. Now, anyone can generate and tell a story. For it to be effective, however, it needs to convey a meaningful message to your audience. Simply put, you need to tell a better business story.
The Meaning Behind the Story
There is some question as to why you need to tell your story in the first place. Who is interested in the history of your company? Your target audience, that’s who.
Connecting with your target audience requires making an emotional connection. That connection builds excitement and encourages loyalty. Storytelling is one way to do this. Humans have connected to their culture and history through storytelling for millennia. It stimulates the mind and it invokes deep emotions. It provokes empathy, engagement and perspective. And all of that promotes an emotional connection.
Crafting a Better Business Story
How can you make your business story more engaging and exciting?
- Tell your audience how your company is changing the world. When you opened the doors, you had a vision on what you wanted to accomplish. That vision may have changed a bit since you started, but you still have a vision. That is part of what you need to convey to your audience through your business story. You want that audience to see that vision and to embrace it as part of your brand.
- Show your audience why your company matters. Part of what you need to convey is what makes your company different from your competitors. Telling your story gives you the opportunity to highlight what makes you different and why your customers choose your brand. This differentiation needs to be an integral part of your story.
- Be authentic. Today’s consumers have the ability to check the facts. When you are telling your business story, you need to stick to the facts and avoid embellishing the truth. If your story sounds a bit boring, try a different angle. Even the most boring story can sound interesting with the right storytelling.
- Focus on your audience. Your story needs to create an emotional connection with your audience. You don’t want to throw details into the story that clutter your message. When crafting your story, be sure each highlight you include invokes or enhances that critical emotional connection.
- Be courageous and audacious. Brainstorm and explore all avenues of how to convey your business story. You may have a few bad ideas, but if you explore the inspiration behind those bad ideas, you may find the perfect angle for telling your story. Or you may find the right details to set your story apart from the competition. The bolder and more audacious you are, the better your story will be in the end.
- Tell, refine, retell. The first time you tell your story, it will sound hesitant and awkward. You may not have the delivery smooth and the details are rough. But, that is only the first time. Refine your story, smooth out your presentation. Tell the story again. And again, and again. The more you tell it, the more you refine it, the better it will end up.
Each of these tips will help you craft a better business story. Remember, you are not going to get it perfect at first. But, the more you tell it, the more you refine it, the more authentic it becomes. And that is how you make that emotional connection with your target audience.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.