The power of storytelling dates back a lot longer than “likes”, “follows” and little heart emojis. Even just hearing the phrase “Once upon a time…” causes an involuntary reaction in all of us, to pause and lean in with curiosity.
No doubt you’ve heard the saying… “every person has a story”. Well, the same holds true for every business. When it comes to sharing your business & brand online there are 5 signature stories your business should be sharing.
It’s true, there has always been (and will always be) definitive power in the written word, although just keep in mind everything your about to read can also be just as effectively communicated through video (if not more so, because of the way we digest and consume content these days).
1. Your Origin Story (How You Got Started)
Pretty self explanatory, this is how you came to be doing what you do. Why it inspires you and why it’s important or even matters. This will be key in building some layers of background to you, your business and is the cornerstone to building trust and relationships with your customers.
Here’s an important take away: just sharing a timeline or chronology isn’t enough. Go deeper. What was that pivotal moment where you made the decision to go all in? What’s that motivation and raw inspiration that kept you going through even the tough times?
What makes you unique? I mean really unique… not the discounts, or special offers… or because you’ve been doing this for xyz number of years.
Ask yourself… “If I had to do this work or run this business for FREE… what is the one thing that would really make me keep going?”
Another useful way to share more about your business, is by sharing a story about one of your favorite projects and why it resonated with you. It will offer some real transparency in what makes you tick as a business owner and what drives you. That authenticity being exposed to your customer is invaluable and will resonate beyond your words. I mean think about it, when was the last time you were truly and emotionally moved by a business based on the actual product or service itself? Chances are it was the motivation and dedication behind it that touched a nerve.
2. People and Results Stories
You want to share the incredible results people (clients, staff, vendors, others) have been able to reach because you and your business helped them. What has changed in some way in their lives and has made an impact. Remember, you are just a supporting character in this story, the person achieving the results is the hero and should be the one showcased, this isn’t about you or your business, it’s all about them and their accomplishments. How your business fits into the equation and the role it played will be evident, you don’t need to force it or beat people over the head with it.
Think about Nike. They do this EXTREMELY well. The customer is the hero, the customer has been able to achieve greatness and Nike has been their to support them and be their trusted partner on their journey.
3. Your Product or Service Story
The most important thing to get straight for this type of story, this is NOT a “features & benefits” breakdown. This story is all about the creative impulse and the why behind the product or service. A behind the scenes of why the product or service was born, how you developed the product or service… the journey. This allows your customers to not only satisfy their curiosity, but offers a chance to see behind the curtain what makes you and your business so talented and stand out from the rest.
Here’s a helpful hint when it comes to this type of story… work backwards. In other words, what is the key message? What do you want them to remember and what is the thought you want to leave people with? Think about it this way, when you’re buying a car… do you care how the compressor for the air conditioner actually functions or how all the mechanical components are able to regulate the climate control to provide cool air inside the car? Most likely not. All we care about is the fact that on a hot, scorching summer day… (with the ease of pressing a button) we won’t be hot. When you start crafting a story with “cool comfort, quickly and easily while you’re driving” being the end message, it unfolds a very different story than starting with “sophisticated mechanics and engineering”.
4. Lessons Learned Story
Nobody is perfect. You, your business and neither are your customers. Showing people you made mistakes along your journey… simply put… is real. People appreciate that level of vulnerability, problem solving and decision making. Point out your weaknesses and what you were possibly doing wrong and why you felt change was needed, then highlight how you recovered and what exactly you learned.
The whole point of this story is NOT “this is why we made it or provide it”… the point here is “this is what we learned in making it or developing it”. Then you can go on to explain “this is how we perfected what we’re doing and here’s who is winning with it” (this transitions very nicely into a “people and results story”).
5. Future Story
In the future story, you should take this opportunity to share with your customers where your headed and your understanding of how your business will stay on course, impact or even elevate what’s happening in the industry. This not only helps people feel like they are connected to something bigger, it shows something more than just the bottom-line.
It provides a bigger picture sense of purpose and direction. Keep this in mind too, people definitely like engaging and buying from businesses that are going to be around for awhile… and if you have a clear vision of what’s in store for the future, your customers are more likely to want to be a part of it too.
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