Build Business with a Great Story: Tips for Telling Yours
Everybody
loves a good story.
Storytelling – and story-listening – is in our DNA.
Facts
just don’t stick with us like stories do. Our brains best connect bits of
information when they arrive as a strong plot driven by emotions we all share.
So,
entrepreneur, what’s your story?
Emotions? Plot? What’s
that got to do with business? I’m not launching a Stephen King novel.
Nope.
You’re on a much more important mission.
Telling
your brand story is the most powerful way you can share:
- Why your business exists
- Why potential customers, investors and employees should be excited about it
- Why you are committed to its success
You
want to do all that, right? A well-structured story gets you there fast.
Plot your plot
Your
story’s plot isn’t an exhausting history. Or a fistful of data.
It’s
a simple, interesting tale that fires up story-loving brains. And it’s easier to structure than you might
think.
Use two magical words: “but” and “therefore”
You’re
unique; so is your business. But every great story – brand, book, movie,
whatever – has a twist-and-turn plot structured with the same two words: but and therefore.
Skeptical?
See
if your story fits:
Not so long ago, XYZ was
the situation…
But then THIS happened, which
changed how we thought about XYZ…
Therefore, we are doing
this NEW thing that is going to make people’s lives better by…
Recognize
anyone? Good.
Now
let’s juice up the power.
Press emotional buttons
Neuroscience
newsflash: decision-making isn’t
logical; it’s emotional.
Rational
arguments may get your audience to nod. But if you want people to act – to buy
from you, to partner with you, to be recommending you to their mates – your
story has to connect with their gut feelings.
Think
back to when you first thought about creating your business. What emotions were
spurring you to act?
- Common entrepreneurial jump-starters:
- Frustration, the status quo blows
- Disappointment, this product/service should be better
- Indignation, this situation isn’t fair
- Excitement, more people need this great thing
- Pride, we are the best at this, let’s share it
- Connection, let’s build a community around this
Get
to the emotional core of why you’re doing what you’re doing. Your story likely
involves many factors. Focus in on what your audience will relate to and what
people gain from your business.
Putting it together
Let’s
hear some stories. Simple plot, emotional fuel, lives bettered. Go!
OK,
I’ll start. Veromo’s brand story:
Australia
wants people to start new businesses. But did you know: a new business owner has to complete – at
minimum – over 14 forms and make over 20 decisions before launching into the
marketplace?
We didn’t.
Until we had to stomp that “welcome mat” for our start-ups. Aggravation 101.
Days wasted navigating confusing systems. Never quite knowing if we’d actually
ticked every box. There HAD to be a better way. There wasn’t. So we invented
it. Veromo.
With
Veromo, you can launch your new business in one day, with one form. Simple.
We’re committed
to liberating entrepreneurs from all sorts of regulatory, operational and
marketing drudgery. We want our customers to be free to do what they love: actually BUILDING their business.
Problem/solution
is a powerful format, but not the only one.
How
about an excitement story:
The first time I tasted
my Uncle Bob’s meat pies, I wanted to give one to anyone who was ever kind to
me. Now I sell them to good people (and a few grumps) all over Sydney.
Or
a community-yearning one:
There are so many people
doing so many cool things with new drone technologies, I wanted to create a
site for drone-obsessives like me to compare notes, share videos and connect
with manufacturers of the latest and greatest.
Your
turn.
Be human – tell your
story
Ever
since we crawled out of the swamp, people have used stories to share news,
alert each other to dangers/opportunities and to connect with their tribe.
Share
yours:
- Write it for your “About” page
- Create visuals around it for when you’re speaking to potential clients
- Make it part of your interviewing and onboarding process
- Tell it to anyone who’s told you their tale
- Customize it for different audiences
- Inspire people with your passion for it
Now
that’s a good story.
First published for Veromo
in August 2016
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