Tips: Storytelling for Business
Good stories should contain a character which the audience will find relatable, which will connect the business to the customer. Stories should be educational and memorable and spark curiosity in the audience.
Who wants or needs to hear your story? Who will benefit and engage? In order to create a compelling story, you need to understand your audience who will respond and take the action to are hoping for.
Regardless of the length of your story, it should have a core message. To help this process, try to summarise your story in six to ten words. If you can’t do that, you don’t have a core message.
Every story should lay out the scene and give the vital information that will provide context for the audience. Include characters and interaction and get the audience curious for more information. Finally, adding conflict in to the story mix invites interest and makes the story easily relatable by the audience.
What action do you want your audience to take after hearing your story? Book an appointment? Make a purchase? Contact you? Once you’ve established your goal, this will help the direction of your story.
For example if your objective is to initiate action, your story should describe a how a successful action was completed in the past and explain how readers might be able to implement the same kind of change. If you are trying to raise awareness or reinforce your brand values, tell a story that features genuine struggles, failures, and wins. Today’s consumer appreciates and connects to brands that market with authenticity and storytelling is no exception. If you are trying to educate, your story could feature a trial-and-error experience, so that readers can learn about a problem and how a solution was discovered and applied.
Platform for story telling
There are many ways to tell a story:
A written story – either via an article, blog post or ebook, written stories are a budget option that is easily achievable by anyone with a computer.
A spoken story – a presentation, workshop etc – the presntation skills of the presenter will have a big influence on who and how well the audience connects with the message.
An audio story– a podcast usually is also an affordable option and much easier to get the delivery right in a less pressured environment than a live presentation.
A digital story– video, animation, social media platforms. Perhaps not as cheap an option but perfectly possible to do on a budget with today’s great phone cameras.
Don’t forget to share and promote your story! Like with any piece of content, creating it is only half the job— sharing it is just (if not more) important to communicate and connect with your audience.