We’ve been taken by surprise
The whole world is on a journey right now. Every member of society has a unique story to tell about our experience during the current COVID-19 pandemic. Some stories are tragic, some are uplifting, some are of courage, others of rage, and the best ones are about hope and kindness.
As lockdown eases and the economy recharges, businesses are adapting quickly. Some are moving further online; diversifying, changing what they sell and how they sell it. Their behaviour is based on how their customers think and feel which, of course, drives how they behave and how they buy.
It’s more important than ever to connect with your customers, to appeal to their emotions, their wants, needs and new routines. Great storytelling is the best way to rise to that challenge, and will help you stand out from your competition.
Deliver a confident message
Here’s a great quote from a fantastic storyteller:
“There’s always a story. It’s all stories really. The sun coming up every day is a story. Everything has a story in it. Change the story, change the world.”
Terry Pratchett
I love stories – the thing is, we all do! It’s human nature to empathise with others, their situations and triumphs over adversity. We’re inherently nosy, we love to connect, especially just now, and the more powerful the story, the more powerful the connection.
That’s why skillful storytelling is so effective in business. From cave paintings to tapestries, from Shakespeare to Netflix, people have always had an appetite for it. Now, with an unstoppable flood of digital messages for consumption, it’s never been more important to deliver a confident narrative.
Constructing a story for business
When you’re telling a story to boost your company’s appeal, who is the hero of your tale? You might (justifiably) think it’s you. Think again! It’s your customer. He or she is on a mission, in the same way as James Bond goes out to save the world, and they have a problem to solve.
What is that problem? What could stop them achieving their goal? Guess what, they need someone to help them, a guide – and that’s you! You’re there to shine a light, to help them solve their problem and achieve their mission.
Take them on a journey. What are the stakes? What are the dangers that lurk if you don’t help? Of course, only you have the answer, can guide them to a resolution and help them achieve their goal!
These are the tried and tested components of any great story, and when applied appropriately and consistently in a business context, they’ll work fantastically well to build your brand. There’s just one problem – writing them takes time.
Let me help
Of course, that’s where I can shine a light and help you achieve your goal! See what I did there? So, if you’d like me to weave stories for you and your business, on your blog or through any other media, I’d love to get to work boosting your brand, and most importantly your sales.