Everybody loves a good story; that’s why children gather around their grandparents to listen to what life was like in the old days and why people always ask the bride and groom the story of how they met. No one can resist a truly good story. But did you know that storytelling for more than just fun? Business storytelling is actually a wonderful way to engage more customers with your marketing strategy.
When you use business storytelling properly, you are able to connect with your customers and clients on a deeper, more personal level. Stories draw people in and make people more interested in knowing more and, as a result, doing business with you.
But, just like any other type of storytelling, business storytelling is only effective when done well. No one likes to listen to someone drone on and on about something uninteresting. That is why we have come up with the following tips to help you tell the story of your business more artfully.
Keep to the point.
Before you start writing the story of your business, know the point you are trying to make. Do you want people to know the history of your business overall, the reasoning behind a recent change, or the innovation behind a new product or service? You can’t tell all of these stories at the same time, and if you try to, you will not be effective. Choose one main idea, and purposefully move toward making that known.
No one wants to hear an embellished version of who you are or how your business began. There are plenty of tall tales floating around the Internet, and people are tired of hearing them. Rather, people want raw, authentic stories that show who you and your business truly are.
Stick to the same story.
Once you have determined the story you will tell, keep it consistent across the different channels over which you share it. Don’t confuse your audience by making big changes between platforms.
Don’t get bogged down in the details.
Yes, people are interested in your raw, authentic story, but this does not mean that they want to hear every detail. When writing the story, think about what is most important and interesting, and share just that. Making your story too long and drawn out can be distracting and overwhelming to your audience.
Remember your primary goal in sharing your story.
Business storytelling is not without its purpose. Your goal in sharing your story is most likely to connect more deeply with your audience so as to drive sales of your products and services. With that in mind, be sure to write your story in such a way that your target audience is mostly likely to empathize and connect.
Test and revise your story.
Once you have written your business storytelling tale to your satisfaction, test it with your target audience. See what parts they like best and which ones may be confusing. Then, adjust your story accordingly for best results. No good writer submits his or her first draft, and this should be true of business storytelling as well.
Properly crafting the story of your business is one of the most beneficial things you can do for your marketing strategy. Doing so enables you to connect more deeply with your customer and clients and to do so on a more personal level.
If you are unsure how to get started with crafting the story of your business or would like help revising the one you already have, we at VisionPATH Marketing would love to help. We believe in the art of business storytelling and want to make your story the best it can be. Contact us today to get started, and remember, consultations are always free.