How to Tell a Compelling Business Story
Every business needs a story. For one, people want to feel connected. Everyone loves a great story that they can relate to and walk away feeling something. Stories give you something to believe in. Business storytelling is similar. It’s about creating alignment between your business and your prospects and customers.
Telling your brand’s story is more than what you write on your website, your blog, or even social media. It’s your value and your mission, and how you communicate that consistently to your audience - wherever they are.
Chances are, you’re not the only business that does what you do. So how can you stand out in today’s competitive and crowded marketplace? Before you sell anything, you need to connect, and not just with a handshake or sending out one email. You need to emotionally connect with the people you want to be your customers now, and for the rest of their lives. To help ensure that you’re heard, you need to be genuine and tell a story that appeals to your audience.
In business storytelling, your main characters are your prospects. And your goal is to make a human connection with them. It’s about resonating with people, people that need your help or guidance.
Why is storytelling important?
Stories can make your audience change the way they think and feel. Storytelling is used in all formats of content. It isn’t just used in a lengthy ebook. You can use storytelling in blogs, email, videos, case studies, guides. The list goes on and on. Remember: Storytelling is about standing out not blending in.
Okay, so now that you know WHY your business needs a story, what do you need to tell a GREAT story?
How to Tell Your Business Story
First, it’s all about how you frame the story that you are trying to tell. You need to keep your audience and tone in mind, but to really help nail your branding story, you need to understand the golden circle. I’ve been using the golden circle method for years with my clients as well as for my own brand story. It’s an excellent format that helps you tap into the heart and soul of your story. The Golden Circle looks like this and is all about starting with WHY.
WHY
Why are you doing what you’re doing?
(communicate with feelings and tap into the emotional side of things)
2. HOW
How does your business help your audience?
(communicate the unique solutions or benefits you offer your customers)
3. WHAT
What are you offering?
According to Sinek, most people communicate by starting with the “what” they do aspect and eventually work their way back to talk about “how” and “why” they do what they do. But companies that are universally identified as unique and successful, think Apple or Google, communicate with an “inside-out” type of thinking. They start with the why and only then do they move on to talk about the how and what portions of what they do.
The order in which you communicate your story can impact how others perceive you.
In business storytelling, it’s important you begin with the “Why” first. When you’re talking about what you do, you’re speaking to an analytical part of the brain. But when you talk about the why and how, you’re communicating with feelings and dealing with human behavior. And remember, storytelling is all about making that connection.
When you’re planning a story, take time to think through the way you’re choosing to tell it. To really connect with your prospects and customers, express the why of your story. Tap into the emotional side of things and begin to educate or build awareness from there.
Now it’s your turn!
