I was talking to a brand new business yesterday who was taking me through their smart new branding, website and logo. Their business looks exciting and they have a bright future. Their question for me though?
How are we going to convince people that what we are doing is worth paying for?
I asked a very simple question. “Why are you doing this business?”
This questions is always, always at the core of successful business. Understanding why you are doing something, how that relates to the story of how you got to today and telling that story with impact is crucial. This storytelling unlocks the connection you need to build relationships with your customers.
In this How To Guide, I wanted to share 4 ways to make a real impact withy our story to help you quickly and powerfully connect with your audience and customers.
- Take time. It is vital that you take a good long time to really think through and find the feelings about the very core of why you are doing your business. Many of us might say that we simply want to make something nice or help people. Laudable and valuable BUT what lies at the heart of that? For example – did you have early experiences in your life that led you to truly believe what you are doing will make a difference? Have you got a longing to make change with the the activities in your business? Don’t be shy about noting this down. It might feel exposing and you might stop yourself because you think you’ll never share that inner feeling but it’s key. How you share it come later.
- Be clear on your voice. I am sharing this because I have done it. Often we will slip into ‘marketing speak’ and become beige in how we communicate about our business. We accidentally get diluted by another piece of content we have seen and we float gently away from the real us. It is so important to be absolutely clear about using the right voice for your business and sticking to it. If that means being a little more forthright or a little louder then great. If it has a campaigning overtone – that’s fine. If it’s modern and edgy – no problem. Make sure it is authentic and consistent.
- Build the story like you would for a child. Every great story begins with something interesting and powerful. This is where you journey began. Whether that was sitting on your Mum’s knee as a child or the moment you were made redundant – it doesn’t matter. it’s powerful for your audience to understand how this ‘why’ began. Be clear about who the key characters are in your story. Is it you? Is there another key person who had all the influence? Does you audience become the key character because you learnt from them and serve them? Don’t be shy about sharing the ups and downs. Your story needs some emotion or drama or light and shade. If you began your business but changed direction then share that. If you had to struggle for a while before your success began, then that’s part of the narrative. Finally be absolutely clear about where the story goes. Is this it or is there are a sequel? What part does your audience play in the next chapter and are they excited to be part of it?
- Break the story down. Clearly you’re not going to spout the whole story chapter and verse every time you share some content. But all your content can relate to sections of the story – so that story becomes the backbone of your brand and business. For example, you might share a n image about vintage button and relate a bit of the story to when you sat with your Grandma counting them and that’s why you choose them for all your pieces. You might share some video about a a development in the office and ask the audience to join you on the next chapter. You may share a testimonial and share why that means so much to you because in the early days it was what you dreamed of.
I hope that has sparked some ideas and let’s talk some more about your stories over in the Facebook group. Share your ideas, ask your questions and run it by us first if that help you develop your story.