Storytelling remains one of the most important ways to get a message or idea across. This has been the case throughout history and you should know that the vast majority of stories told to children focus on giving them ideas or information about how to make the most of their life. Storytelling allows you to present ideas in a way that people can understand and respond to. This is why storytelling is such a fantastic way to promote your business.
There are a number of different approaches you can take to storytelling in order to promote your business, and these are five excellent ways to tell a business story:
• An educational story
• A news story of the moment
• The story of your prospects and customers
• The use of classic or familiar stories
• Your own personal story
Depending on the nature of your business and your customer base, it is likely that there will be one or two story types and methods that are more relevant than others. You may find that you are able to use all five story types at various points and if this is the case, the issue for you is to examine the different types and knowing what story to promote and when to promote it.
One of the best things about a story is that it can take a traditionally dry topic and bring it to life. The financial market and sector is hugely important for people but not everyone wants to take an interest in it. Lifestyle and luxury brands have more appeal and so it will most likely be easier to craft stories around these brands. But turning a financial story or aspect into a story allows you to lead the reader or viewer through the process without it becoming boring or uninteresting for them. This may take a specialist writer or creative team to help you as it can be a difficult thing to get right.
Stay on trend with news stories
It may be easier to create a story based around trending news topics. To know what is happening in the world or your local area, all you have to do is turn on TV, pick up a newspaper or look online. Twitter is a perfect way of knowing what is trending in your local area. When creating a press release or sending a story to a journalist, if you can provide a new angle or take on a trending news story, journalists are going to be interested to hear it. Equally, if you are posting a statement on your website or creating a brochure or advertisement, promoting your business in a story that interweaves elements of a local news story will create a bigger impact for your business.
A great way to create a story about your business is to look to the people who use your product or who you want to use your story. The story of your client and how the use of your product or service helps them in everyday life is an interesting one. This is because the problems that your customers face is likely to be a problem that other people face. This means that there will be empathy with the people involved with the story. If the story continues with how your product or service helps them, people will be of the opinion that your product or service can benefit them too. This is a great way to tell a story that encourages people to take action.
Think about adverts and promotional material and how many times they rely on classic stories or fairytales to get their marketing message across. This is because everyone knows the stories and can relate to them. If you can position your company as one of the main players in a traditional style of story and how you can be of benefit in creating the happy ending, people will love what you have to offer.
It is also fair to say that a personal story of the growth or development of your business will be of interest. People love local interest stories and they love stories where there is a triumph over adversity. If you are able to bring this edge to a story, people will take more interest in what you have to say and offer.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.