It’s challenging for many companies and entrepreneurs to embrace the fact that storytelling is the number one business tool in the world. Walt Disney, Oprah Winfrey, Steve Jobs… all phenomenal storytellers with enormous success. Of course, your product or service matters, but there are thousands of online clothing boutiques, social media consultants, organic candle companies, vegan restaurants, bakeries, and bloggers, so what makes you special? Why should someone support your business?
That’s where storytelling comes in. Every single business has a story. Here are six tips so you can go beast mode through storytelling.
Determine why you want to share your story.
Many people think their product or service is the meat of their business, but, honey, who lied to you? I mean, it is… but not totally.
Why always yields action, and knowing your why allows you to fully tap into the purpose of your business. Dig deep. Keep asking yourself that one little word – why – until you feel you’ve hit the root. Think of your why as gas and your product or service as the car. No matter how beautiful it is, how much you wash it, or how much it costs, the only way to keep it running is by filling it with gas. Your why keeps you going… and you keep your business going.
Find the hook of your story.
The most boring stories are anticlimactic. They never build up to anything. But in order to have build-up, you’ve gotta have a dip. The dip, or hook, of the story is the juicy part that grabs everyone’s attention and brings you down to your audience’s level. Your dip is usually your why explained. It doesn’t have to be a sob story or an overly-dramatized version of the truth, but your story should have depth, intention, and be genuine.
Make sure your visuals are on point.
A visual story makes the best story. And visuals don’t only mean dope photos or crisp videos. Visuals can be painted through words. Comedians are some of the best storytellers – they’ve mastered how to paint pictures with their words. Enticing visuals keeps your audience intrigued and invested.
Master your target audience’s voice.
Relatability builds trust. It’s really that simple. Tone and diction is everything. You’ve gotta find your voice and communicate to your audience in the same way that they do with each other. Prim and proper will not always work. In fact, nowadays, it usually doesn’t – especially if you are targeting a young audience. Mixing in humor, slang, trendy words and phrases, or references to pop culture are all acceptable tactics to connect with your audience, if that’s their language.
Don’t be all over the place. Good stories have a beginning, middle and end. They are easy to follow, usually with a plot that’s based on a conflict or challenge that is being resolved. Keep it simple.
Call to Action, softly.
This step can be a bit tricky. You’re already selling your business by telling your story. So, you don’t want to oversell. It can come across as too pushy or pitchy. The best way to call your audience to action is to pivot your story to their needs. Briefly explain the value that your business will bring them, instead of focusing on the value their support will bring to you. Let them make the decision to support based on all of the value you included in your story. Of course, never forget to tell your website, contact information, or where your business is located.
Remember: Most of the top businesses aren’t at the top because they have the best logos, banner ads, or data analytics. They are at the top because they tell the best stories. It’s really that simple. If you need help crafting your story to drive more business, you can book a consultation here!