Writer: Teresa Madaleno
Weaving a compelling story that demonstrates your unique value is important to your company. Without a good story, no one will really care about your product or service. So why aren’t more businesses working on better storytelling?
Good storytelling takes time. Whether you are trying to attract early adopters for your startup or attempting to win over investors, it is important that you use the right words and phrasing to convey your message. The problem is that getting those right words down in print is not easy, especially if writing isn’t your forte. Those who struggle usually rely on their strong product descriptions; however, an audience doesn’t want to hear about that; they want to hear a story that stands out.
Here are a few storytelling tips that can help you better connect with your audience:
- Incite Curiosity – we are all wired to be curious so tapping into that part of the human brain opens the door for you to further explain yourself. Starting with something like ‘What if I told you, we could save you time and money?’ may sound cheesy but it can trigger the kind of curiosity that encourages people to keep reading to learn more.
- Evoke Feeling – psychologists say that when our minds begin to imagine and think based on emotional or sensory triggers, the brain lights up so using language that tickles the senses can be extremely effective. A good example of this would be Coca-Cola showing a bunch of smiling people drinking their beverage and flashing words on a screen that read, “Taste the feeling”. Using testimonials, photos, and videos are a great way to evoke feeling and relay your story at the same time.
- Try Shock – you know when you hear or read a shocking news story how it can stop you in your tracks. In fact, often the most shocking stories are the ones that stay with us for days or even weeks. This can also be the case with the copy you are writing for your company.
- Provide Problem/Solution – it doesn’t matter whether its copy for your website; a proposal you are putting together, or a product demo video if you are selling a product or service you shouldn’t leave out the conflict or problem and be sure to follow that up very quickly by describing the solution. One of the biggest mistakes businesses make is that they present their story from a developer’s point of view instead of a consumer’s perspective. One way to approach this is to tell your company’s story from a satisfied customer’s point of view.
- Get personal – while this idea does scare some people, it shouldn’t. What it really means is, just be honest and open when telling your story. Perhaps there is some way to relate your product or service to your own family life or maybe you can tell your audience how you started with nothing but an idea and a dream. Often times getting personal makes you seem more human and trustworthy.
There are many other approaches you can consider to develop an enticing story but these examples are a good start for anyone who is serious about making a real connection with customers, investors, and potential partners.