Look at your current clients, what problems are they facing? Make a list of the issues that they are experiencing and add your product/ services that can solve the issue, to this list. This is the start to your story; every business should have a mission statement as to why they started in business. Your mission might be to guide your customer in the right direction.
You need to look at being personal, so make your story and your message emotional on some level. This could be through humour, or by being heartfelt. It’s the emotional touch that builds trust. Address the potential client’s/ customer’s challenges so that within your story you can relate to them and find the solution. You want to ensure that you are addressing their uncertainty, whilst creating the excitement and encouragement that is needed to get the sale.
What is your USP? Write down your company’s unique selling point, why you? Why is your solution better than your competitors? Why is it interesting? Why should people listen to you? You may want to include a The idea here is for you to work on your story and message. You want to make sure that you create an engaging story so that you take people on an emotional ride with you. You want to make sure that you give your listeners that belief and that you maintain their attention, in order to be remembered. Remember, storytelling is a natural part of everyone’s experience, and if you look at information you may have learnt from your parents and grandparents, this will show you how information is not just remembered, but passed down prior to technology being around. This means with the technology you have access to now this should be an amazing and easier way to push your story and message out.
Little bit of background, as in why did you launch? How was your company established? What do you do that’s different? What is the point of difference for your company? What’s different that no-one else does?
Create action within your story and message, it is only action that separates between marketing and creative writing. You need to make sure that your story is true and by the end of the story you have sparked action. The point is to make prospects believe in you, this means that you need to sell them what they WANT and not necessarily what they NEED.
John’s brothers, uncles, sons’ sisters, daughters-in-law, best friend said that the service they used twice before now and before that twice…. Keep your story simple! Do not over complicate your story, this just causes confusion and ultimately loses interest. Imagine you are in an elevator with your business hero, the elevator breaks down and you have 30 seconds to tell your business hero what you do. You need to create emotion, belief, attention, so that you will be remembered. What did you say?
Our last tip is to ensure you tell the same story everywhere, this creates a good brand consistency and will allow the trust to build. People will then know what they are getting from your business, the MacDonald’s brand is a prime example.