Everybody has a story. When we share our stories with others, we open doors for communication and connection. We give people reasons to relate to us, and we create opportunities to build relationships. The same is true when businesses share their stories with potential customers (as well as employees).
I recently attended a webinar during which Michael Parrish DuDell, author of “Shark Tank Jump Start Your Business” gave tips on how to “sell” your company’s story to engage audiences and increase your bottom line. Sounds simple, right? However, DuDell warned against several pitfalls companies make that may, in fact, alienate target audiences, including not understanding audience segments, bashing competitors and making the tale so complicated that the audience does not know the primary takeaway or call to action. (Notice that “takeaway” and “call to action” are both singular terms. Simplicity is key.)
DuDell provided seven narratives to help you share your story in a compelling manner, which can be found in the book “The Seven Basic Plots: Why We Tell Stories” by Christopher Booker. Although the book is about fictional plots, when interpreted by DuDell for nonfiction storytelling, these themes form a solid foundation for finding the right dialogue that can help you connect with potential customers as well as cultivate a loyal, return-customer base.
Remember, a good story has a beginning, middle and end. Where was your company in the beginning, what led your company on its journey, where is your company now and where are you headed? If you are talking about a product or service, shed light on the inspiration behind the product, how/why you built it and how it benefits your audience.
You can also use one or a combination of the above themes to share your own customers’ experiences. Who better to tell the story of how your services help resolve issues and conquer problems than your end users?
If you need help finding your narrative and delivering your story, contact us today!