Everywhere you look, everyone’s trying to get your attention. The fact of the matter is that your customers feel the same way, and that’s why business storytelling is essential for your company. Think about it for a minute. If you scroll through your newsfeed or social, chances are you see two things if you pay attention. 1) Everyone’s an expert and has got advice for you. 2) There’s so much stuff happening, and it’s a firehose of content.
So, how do you cut through the noise and the clutter? It’s super simple. Master business storytelling. People want a story. In fact, they remember a story. My business story is simple. Many years ago, when I was a shoe manufacturing executive, I couldn’t sleep the night I saw on the news the report about the Indian Ocean tsunami. As most people felt at the time, it was utter devastation during the holidays.
After, I rallied every contact could think of in business, and my team and I launched a global effort to ship people in the countries affected shoes. What I knew was that in countries where people lost everything because of the flooding, disease was a significant risk. That idea hit me like a stone when I saw a shoe wash ashore on a beach. I knew I had to do something, and, as they say, the rest is history.
The magic of business storytelling
Now that you know my story, the chances are that if you were ever to meet me somewhere, you’d remember me as the guy who shipped shoes to those affected after the tsunami. The reality is that successful entrepreneurs and leaders should master business storytelling. That’s what people remember about your brand. And that’s what ultimately helps you drive awareness for your company and increases your profitability, but how do you do it right?
1. Get good at storytelling within your company.
I’m a big believer that you start with the basics. In other words, you and your team should get clear on telling your brand story to each other. So, for example, what’s the story of your company? Why did it start? Who started it? Write all of it and memorialize it. Something else you want to do is see why people joined your team. Survey them and find out what about your company makes your team tick. From that, you have the elements of your brand story.
2. Identify your brand identity and core messages.
Next, consider your brand like a person. If you’re an entrepreneur, perhaps it’s an extension of you. So, what does the brand identity look like? For instance, is your brand all about the cult of personality? What are the colors? Is it a serious and funky brand, or is it more serious? From that, think about what your brand values. In other words, what are your core values? For example, my team is all about exceptional customer service and the personal touch.
3. Know your customers.
To get good at business storytelling, you have to know your customers. So, you have to continually reach out to them and find out as much about what motivates them to go to you to find solutions to their pain points. As a CEO, I’ve picked up the phone and talked to our best customers. Our marketing team regularly reaches out to our partners through surveys and conversations to learn about how we’re doing and what we can do better.
4. Continually practice your business storytelling.
Once you have the information mentioned above, it’s time to start doing the storytelling. Think of it as a book. Develop characters and settings for your storytelling. Make it a point to highlight your journey, company values, and unique offerings. Highlight pain points and conflicts that may be a part of your customers’ lives and provide them with a resolution that aligns with your core messaging. And remember to focus on emotion first, then logic and calls to action.
5. Use many forms of storytelling.
In the digital world, you have endless opportunities to share your stories in different ways. Sure, everyone knows they have to use social media. But get creative about how you use it. For instance, use quick narrowcast videos to share your story. Then switch it up and share long-form content. Make it a point to ask questions of your followers in an effort to invite them to engage with you. Also, be consistent with your storytelling across platforms.
Finally, make it a point to measure your success. See what works for your brand and what doesn’t. And, of course, invite your followers to create user-generated content. When you keep your hand on the pulse of these elements, you have the chance to master business storytelling. Ultimately, you’ll stand out from your competitors by providing your audience with consistent narratives built on your brand values that will resonate with people.
Want more tips and ideas to market your business better? Have a chat with the team at Elsey Enterprises.
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