Developing Your Business Story

Tuesday, September 25th, 2018

Campfire In The WildernessWhether its news, films, TED Talks or sitting around a camp fire, people want to be captivated by a good story. In the world of SEO and online marketing this is no different – the creation of great content boils down to great story telling. People love to hear about interesting journeys.

Capturing your audience’s attention is what good business storytelling is all about. A good brand story will effectively differentiate you from your competitor – inspiring brand loyalty and trust, between customers, employees and the wider business community.

How does creating a good business story do all that? Understanding the ‘story’ behind the your products, or services, initiates an emotional connection with customers which increases their desire to engage with your business. 

With a bit of effort, and some fine tuning, anyone can create a compelling and engaging business story. Unsure where to start or what a business story is? Read on for five quick tips on how to write your story.

1. Keep It Simple

Stick to the key moments and keep it short. The main features of a good business story are:

  • An initial problem or challenging situation and what you learned from it
  • Shared insight and how this has made your business evolve and grow
  • The solution and how this has encouraged you to want to help others avoid similar issues

It is important to leave the reader with the suggestion that this is just the beginning of the success story rather than the end.

2. Be Authentic

Life is all about the ups and downs, twists and turns, and your business story should reflect this. It doesn’t have to be all smiles and positive vibes. Keep it on a human level. Accept that conflict, flaws, and poor decisions are all part of the journey to success. Explaining how you overcame the challenges faced, and persevered in the face of adversity, aids in building a human connection.

3. Understand The ‘Why’

Its not about selling, advertising, carefully worded mission statements or making money. Examine why your business and brand exist – what is the reason? Are you trying to make the world a better place? Be kind to the environment? Make life easier for people? Understanding the ‘Why’ helps to raise commonality with customers and provides them with a deeper understanding of who you are and where you come from.

4. Be Relatable

Know your target consumer. Are they sporty outdoor types? Fiery fashionistas? Or hard core motor heads? Your business story needs to resonate with you customers in a way that communicates how you relate to them, how you understand their needs and how you are like them. Your story needs to convey the concept that you ‘get it’ which results in building trust and emotional connections in a real-world way.

5. Consistency Is Key

Across the broad spectrum of social media, advertising, products/services and website presence it is important to tell the same storyline. It must portray a consistent feel about it. Think of it as reinforcing the brand story from all angles. The best way to do this is to document your business story in a variety of formats including shorter social media style interpretations through to a longer more in-depth version. In varying lengths, your business story would typically be incorporated into your business sales meetings, phone calls and talks to audiences.

Lastly, keep in mind that telling your business story is not necessarily a one-time thing. As the business grows and expands it will add new chapters. For best results keep your business story current and relevant.

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Mark started working in the Internet industry in 1994. He went on to startup New Zealand Tourism Online, Avatar and other companies. Mark enjoys meeting with clients and strategising online marketing solutions.

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