Crafting a great business story isn’t quite as straightforward as it seems. There are many aspects of the process that appear to be slightly counterintuitive. However, is absolutely worth investing the extra time and money into building your own corporate narrative, and this article intends to explain how to do it, and why it’s essential.
Indifferent of the industry you operate in, having a good story will create a deep bond with your existing and potential customers. Plus, it is critical to decide on the ways your business will be presenting this story to the general public. So, let’s dive right into it.
It’s not about you, it’s about the people
Your business story isn’t exactly about the details of how you’ve managed to establish a successful company, however important you think they are. Crafting a story is not a chance to brag about your accomplishments. However, our brains will often mislead us into believing the opposite. Creating a corporate narrative is a medium to showcase your company’s values.
“Both your attention and perspective need to be directed towards the people that will someday use your service. When they’re presented with a story, they want drama and conflict, not boasting gloating about achievements. In other words — don’t brag and start relating to your audience,” — Amanda Sparks, copywriter at TopDownWriter.
Hit the audience’s emotional spot
It’s best to approach writing this story, not as a roadmap for your business’s milestones, but rather an amalgam of emotional events amalgam of emotional events. By doing so, you’re speaking your customer’s language. Imagine that you’re running a SaaS. Telling your customer’s about the trials of not being able to find a way to integrate your databases into a CRM properly is not captivating, nor entertaining.
“Your brand needs to have a human voice, it’s not a report to stockholders. Try telling them how complicated it was to go through various steps of your roadmap, and how you and your team felt during the hardest periods of the company’s development. This helps you bond with your customers,” says Daniela Chang, editor at Brainished.
The layout is important
Think about how your story will be delivered. What is the medium that you will present it through? Will you choose video or a well-written text? Where will it be published? These are some of the crucial questions that need to be answered before you start crafting it.
You can present your story in a very brief manner, by placing it in your “About us” section, either make it a more long-read text and annex it your whitepaper or blog.
What bells to ring?
Whatever you do, make sure you structure your text on four essential questions:
- Idea: What is the main idea that started your startup/business
- Inception: How did your startup/business come about?
- Process: What’s special behind your workflow?
- Differentiation: How are you better than the rest?
“You are free to present your brand story in any way, but it’s imperative that your present your reader and potential customer with a whole story, not just a fragmented sketch,” — states Natalie Andersen, Senior Copywriter at GetGoodGrade.
Remain consistent at all times
You will eventually move on to tell your story in other places and mediums. At some point, you will maybe make a commercial for the Internet or television, so it is imperative that your story remains consistent with what you were telling your customers two years ago.
Not only that, it’s important that you also define a brand voice, color, and slogan, which will be used across all of your campaigns.
It’s essential to know your story inside out and relate the story based on specific stress points that we’ve discussed previously. While this may seem as a simple task at first, it takes lots of practice typically to get right.
Hire an outstanding writer
It is always a great idea to delegate work to people that are versed in a field, that’s how companies work. So make sure you hire a seasoned UX writer that can define and maintain a brand voice at all times, and improve it regularly. A skilled UX writer can cover a large host of critical language-related tasks:
- Increase CTR’s
- Stimulate the user’s confidence
- Stop the user from worrying
- Minimize doubts
- Laconically guide users through stories and processes
- Make people smile
Customers buy narratives
It’s important to convey that your customer purchases your product along with your inspiring story. Your story doesn’t just have to be inclusive and state that your customers are a part of the story, suggest that with purchasing your products, they are purchasing the collective effort and hundreds of sleepless nights from the people that made this company happen.
It’s important to stress that outlining the strategic and logistic aspects of crafting a brand story before actually doing it is absolutely vital. Another important takeaway is that your narrative isn’t about you and your success, but instead about your company’s struggles and how the customer is a part of this series of event.
And lastly, it’s essential to delegate writing a story to a professional considering how experienced they are in conveying meaning and complex emotion with words.