How to Create Your Unique Business Story
WHY STORIES MATTER:
An engaging story is made up of a challenge, a threat or problem to solve. It involves a character or group on a journey to resolve the challenge, and a solution that finds an answer. Engaging with the challenge creates cortisol in our system, empathy with the characters generates oxytocin and the resolution or ‘happy ending’ generates dopamine. A great story generates neural coupling between the storyteller and the audiences. It activates ‘mirror neurons’. Research with MRI scans shows a story lights up more of the brain than straight data. When someone sees or hears a story, their neurons fire in the same pattern as the storyteller, creating a powerful connection.
Definition of a story: A description of a connected series of events and people that creates an emotive connection.
What are the benefits for business storytelling?
1. Builds a common ground between your business and your customer
2. Speaks to people’s emotions and connects to the heart
3. Engages powerfully with customers’ needs
4. More memorable than facts and data alone
5. Allows you to incorporate personal stories
6. Includes real examples of how to solve problems, builds trust
7. Connects with customers, makes your product more authentic
8. Leads to actions and shifts in behaviour
Our New Zealand story is grounded in our values, three core attributes that define who we are, what we stand for and what we offer the world. Our uniqueness does not reside in any one of them, it is the combination of kaitiaki (guardianship) and ingenuity, underpinned by integrity.
As a business it is key to ensure that where you land is believable, that it resonates with your global audience and equally, that your business can effectively demonstrate this uniqueness.
Through this FREE NZStory Workshop, I will illustrate how you can, with the help of some exercises – Create Your Unique Business Story.
Your story should be every bit as unique as your business and encompass the values that resonate with your customers.
EXERCISE #1 –
HOW DO OUR VALUES SHOW UP IN YOUR BUSINESS?
Think about how you might weave our values through your story and how you can bring them to life. Demonstrate how a combination of these values can show up in your story. Identify examples of how these values turn up in your business. Consider how your story can blend useful solutions, with care for people and place, and an open and honest intent.
EXERCISE #2 –
IT’S ALL ABOUT YOUR CUSTOMER
Before you start any story, it’s important to get a clear picture of your customer.
People buy from you when they feel connected with you. They feel connected when you demonstrate that you understand their world. And they connect with you when your story is relevant, consistent and true.
So the way to ensure your marketing message gets through to your ideal customer is to demonstrate you understand them and how your product or service has been developed for them.
SETTING THE SCENE….
EXERCISE #3 –
Set the scene for your story by simply posing a question.
This is a great way to engage and hook your customer into your story.
Here are some thought starters:
- ‘Have you ever wondered…’
- ‘Have you ever felt…’
- ‘Remember when…’
- ‘Imagine if…’
SHARED PROBLEM….
EXERCISE #4 –
What is the problem or need your customer faces that you can both relate to?
Understanding the problem is a great way to build empathy and connection with your customer. Bring their problem to life, make it real and describe the effects this problem has on their life. Don’t be too generic. Outline a specific and singular idea or experience.
TENSION OR CHALLENGE….
EXERCISE #5 –
What lengths did you go through to create your product or service?
In this part of your story you’re looking to build authenticity, trust and credibility. Customers want to know about the challenges you faced along the way to create your product or service. Taking them on the journey of near misses, the failures and the learnings makes it real and memorable. This could include your ‘founder’ story, the idea that first started the business.
RESOLUTION…
EXERCISE #6 –
How does your product or service resolve your customer problem?
Here you can include references to any ground-breaking new approaches, new methodology that you developed to create your product or service. Any evidence to support how it works. And then think about how your product helps with a specific task, need or desire. Describe the experience.
INVITATION…
EXERCISE #7 –
How does your customer get to experience your product for themselves?
Having heard your story, we’re looking to create an action and/or reaction from your customer. Build on the shared experience and offer an opportunity to build a relationship together. Is it an invitation to meet again or visit NZ? Is it to buy or trial your product or service? Is it to consider how working together creates a better world or better experience for people?
Some thought starters:
- ‘Why don’t we…’
- ‘Would you like to…’
- ‘Wouldn’t it be great if we…’
- ‘I’d like to invite you…’
BRINGING IT ALL TOGETHER…
EXERCISE #8 –
Let’s capture your story so far, just the main ideas and thoughts.
To Conclude:–
I know that there is no way around testing out your new story – the only way to do it, is to do it!
I do, however encourage you to iterate your story and make it stronger and even better next time round.
Always keep in mind, what your business stands for.
