Business storytelling can be daunting – many get caught off-guard by the word ‘storytelling’ – but sharing your business story is not an endeavour only to be undertaken by those with a vivid imagination and a steady pen. So how do you start to tell your business story and really connect with your audience? These quick tips will get you started!
Know your message
Each time you tell your business story, you’ll be in a different situation, speaking to a slightly different audience. The way you tell your story may differ, but your core message shouldn’t. Create a mission statement – a sentence or paragraph that completely encapsulates your business – and practice it over and over again and think of different ways to share your solid message. Not sure how to create a mission statement? Answer these questions and a solution might start to form:
- What does your business do?
- Why do you do it?
- Why should your target market pay any attention to you?
Get the ingredients right
When you first learned how to write stories in primary school, you were told to always include a beginning, a middle and an end in every story you told and the ingredients haven’t changed since then. When you tell your business story, make sure you cover the origins of your business, the great work you’re doing now and a projection of where you want to go.
Include a call to action
If you’re not sure how to tie off your story, a call to action is always a good place to finish up. Many people are great storytellers but they don’t see the response they’re looking for – it’s the call of action that initiates that response. What do you want your audience to do after hearing your story? Sign up for your services? Buy your product? Come to an event? Challenge them to do it at the end of your story and the results will come.
Tell the truth
It’s tempting to embellish the truth a little or even straight up lie to compete with bigger businesses. Whatever you do, don’t give into that temptation. Your lies will ultimately show your audience that you do not value integrity and that you have no confidence in your business – so why should they? The lies will drive customers away, not entice them in!
Appeal to the senses
Everyone learns and listens slightly differently – some people are more than happy to listen to a spiel for an hour while others need a quick burst of visual messages to connect. Learning how to deliver your story in different formats is invaluable when it comes to connecting with your audience. Leave no stone unturned and get your message across any way you can!
Need help with your storytelling? Learn more at incrediblecommunications.com.au and download some great free tools and resources to get you started.