When appropriately executed, business storytelling gives consumers a compelling reason to buy from you. A good brand will instill confidence and a relationship built on trust between your business and clients, employees, and suppliers.
A business’s story does not necessarily have to be the prettiest one, the most fairytale one, or even the most inspiring one. Sometimes a nitty-gritty and raw beginning, or even something as dull as dishwater, can work well to show how your business has been built up from a humble background. It shows that people can relate to you and the difficulties that almost every company faces in the early days. By allowing your customers to hear and see your story and know why you do what you do, they will see that you understand and appreciate their needs.
Learning how to tell your business story needs to be a crucial part of your marketing strategy if you own a small business. Here are some tips to help you to perfect your business storytelling.
Your business story needs to be engaging, but without a strong focus, customers will quickly lose attention. Ensure that you establish context and parameters from the very beginning.
Answer these questions when putting your story together:
- Who is the voice of the story?
- Why are they telling the story?
- When and where did this happen?
- Who are the other characters?
- What is the end goal?
- What challenges are along the way
Parameters should help you create an engaging narrative that makes sense to your audience. Set the stage so that consumers know exactly what you are talking about. Most pertinently, tell them why you’re telling them this story. It will direct the viewer through the story and engage them to the end.
Authenticity is key
Customers will see through an inauthentic story straight away. Don’t try to fool them – they certainly will not appreciate it. As we said above, your story does not have to be ground-breaking, and the worst thing you can do is to concoct something that isn’t true. A genuine narrative is much more likely to strike a chord with your audience than something built on mistruths.
Being transparent allows consumers to see your uniqueness and the more human side of your brand – even if that means acknowledging that you may have made mistakes along the way. This creates an emotional connection, which is important.
These days, consumers are more active than ever. Gone are the days where you could talk at people – now you need to be engaging with them and encouraging them to watch, play, join in, and do. Perhaps a corporate animated explainer video followed by a task would be a fun way of introducing a new product to your target market?
Every business has a story, no matter how humble it is. Use that story, tell it to your customers, and let it show how it has helped to build you into the organization you are now.