November 19, 2019

Business Storytelling

“Customers want stories. So, we are going to give them stories!”

“I read on the internet (cringe) that we should be telling stories. So, we are doing it!”

“Our competitor is telling stories. So, we need to tell stories!”

Storytelling in business is the buzz. Companies are investing in (or throwing money at) crafting and telling stories. You know, to get customers engaged and – sooner than later – to buy.

Here’s the thing:

Classic storytelling may not be the kind of storytelling you should focus on.

Storytelling doesn’t mean creating a trilogy of your company’s journey. Nor does it mean slapping it on your company’s website front and center.

It doesn’t mean using words like integrity or trustworthiness or honesty – trying to convince people your company is all that.

Business storytelling is your brand sharing your messages. It’s to engage audiences and to drive them to take action.

Your company, your brand, is telling stories – whether you think you are or not. Your words, images, content all tell stories.

The question is:
What is your strategy?

Storytelling is the beating heart of a well-crafted marketing campaign. Emotional and engaging. Experience between your customer and your brand.

Smart brands know they are not the hero of the story; the customer is. Others forge ahead insisting the brand, and their offerings are all that matters.

Put yourself in the shoes of the customer. What do you care about – the company and how great they are? Probably not.

Great storytelling brings clarity into chaos and confusion.

Great storytelling tugs on our emotions, making us feel something. Really feel something.

Great storytelling goes deep. Shallow is hollow and unfulfilling.

Great stories are imperfect, like us. Stories are personal, between you and me, including in B2B business.

Storytelling is not the miracle drug to fix your business. It’s a piece of a bigger puzzle. Well crafted, it helps create a lasting impression and loyal customers.

Business storytelling is art and strategy. It requires creativity, vision, skills, and practice.

Take a look at your brand (personal or business) and ask yourself:

Who is the audience?

What is the outcome you desire?

What action do you want them to take after reading?

These answers come from your brand story. The story that shapes you.

What is your story?

Be memorable.

“At the end of the day people won’t remember what you said or did, they will remember how you made them feel.”
Maya Angelou