Storytelling - A Communication Perspective
Once upon a time - that's how stories used to begin...most of the time. Over the years, we've all experienced the joys of storytelling - compelling communication that's entertained and informed us.
Storytelling: Internal and External Communication
Marketing is another form of Storytelling.
Big names like Nike, Microsoft, McDonalds and Google all have well thought out and constructed stories, internally and externally.
Do you and your business?
Here's what you need to consider when structuring your internal and external stories (messages).
Think about it for a moment - we've all heard of and know a little (or much) about the 4 big names listed above, whether we used their products and services or not. What we know is the stories associated to their brands.
Sometimes it's first hand experience, other times it's via word of mouth, marketing or advertising.
Inside Your Business
A comedian will practice their standup routine many times before they unleash it on their audience. Why should it be any different when it comes to identifying the key components of your business?
You may know what your business does - but does everyone who works with/for you? Do they truly understand what your business stands for and why?
Features - what does your business do. List them all - no matter how big or small. It's important you write them down.
Advantages - so what are the advantages of your business features? - discuss them with your colleagues then write them down.
Benefits - always the tricky bit! What are the benefits of your business advantages? The benefits to you, your team.....and your customers. Remember, it's your customers that will keep you in business, not the cheerful nature of your team.
Too Close to Your Business?
Sometimes the above is easier said than done. You're too close to your business and fail to see the woods for the trees. An objective approach does help.
Male or Female?
What is your business - how does it sound internally? Consider its tone of voice, style and pace. Some businesses are naturally feminine, others quite masculine. Work it out internally before you express yourself externally.
Say it Loud - Write it Down
Emotion over Intelligence
Intellectual descriptions don't suit everyone (do they suit anyone?). Emotional descriptions seem to hit the mark much better - wouldn't you agree?
When was the last time you gave a friend an intellectual response when they asked you what the latest movie in the cinema is like?
Communicate an emotionally compelling internal story.
Your Origin.
What happened to make you decide to do what you do and how will it benefit those you're attempting to help? The answer is the story that will be consistently told by you and your partners/staff - whether you're networking or socialising.
An emotional story carries your company point of view. It carries far more weight than your mission or vision statement. Say it loud and write it down. Spread the word internally...make it gospel according to the way you conduct business.
From the Outside In
Now that you've really worked out what your business is all about, you can begin to focus on your external communication - your marketing communications.
Your Copywriting and Presentations.
Benefits First...Please!
What do your prospects and customers want to know about your business? What do you want to say about your business?
What's more important for the survival of your business?
Talking to your prospects and customers about what they want to know, understand and respond to (now you're getting it). Whatever you do, please don't commit benefit fraud.... boring them to tears with your company features.
Do The Write Thing
Of course you know the rules to producing written effective communication - whether it's your website, brochures, leaflets, sales letters, etc. Your Business is personal - so make good use of your style, tone, character and business viewpoint.
Talk to your audience - address their fears and p
Speak And You Shall Find
The same thing applies when you're out in the field. Deliver a consistent story - you're your company's marketing message and so are the people you work with (as is any written communication you produce and distribute).
No one wants to hear waffle - least of all coming out of your mouth. So pay attention to your audience and sell your story - your marketing message.
A good story is memorable. A good marketing story is makes a memorable business. Your competitors aren't selling effective stories to your target audience - so why don't you?
Say it loud and say it proud - sell your story.
Final Thought
There can be no external messages unless the internal message is correct. That's why not everyone buys your competitor - even if they have superior products/services. They just don't understand what the offer is - neither do your competitors..on an internal level.
Want to produce highly effective Internal and External Communications (via Storytelling) for your Business?
- Read "Your Business, Your Story" here
