Business Owner Storytelling: Writing Creatively and Marketing Your Business

No matter what time of year or whatever crisis we’re currently going through when you read this, it’s always a good idea to market your business with a Story

When was the last time you told your business story?  What made you start your business? What inspired you?  Hopefully it was out of a need or perhaps you felt you could do it better.  No matter what your reasons are, without that spark, that passion, you’d be employed by someone else and this business you run would be somebody else’s.

Every single business, at some stage will slump, it’s a fact!  If you mention your story every now and then and maybe throw in a few hints of your Mission and Vision statement; it might actually make all the difference to your customer.  They get more invested and emotionally involved.  This can work for the Sole Trader right through to the international brands.  Let’s explore how to do it:

Remember Your Why

It may be a while ago that you started but you did start for some reason.

Does that reason still resonate today?  Maybe you’ve pivoted along the way and you now have added or reduced your products and services?  Either way, each of these are part of your story.  By humanising your brand and making it relevant to your customer, they can learn to relate and perhaps understand more of what you do and why you do it.

Being the Person in Front

Having a “person” being the face of your business is a big responsibility.  They tend to be human and “To err is human, to forgive divine.” springs to mind.  The latter part is difficult if that particular human is representing your business!  However, unless your audience drastically changes, they will pretty much always be human, so a lot of them will get it.

Most businesses hide behind their logo’s, products or some other businesses actors (erstwhile “Shouty Man” about pink cleaning products).

Why did that work though?  Because it made a connection with the viewer / listener that related to them.  In the same way these days you can step in front of all sorts of “cameras” and go Live and add filters, buy better lighting and even use a teleprompter.

If you can be a human in front of your audience, you are definitely easier to relate to and without even realising it, your audiences bonds much faster to you.  There’s still plenty of other work you need to do as well.  You still need to have a useful message, have a clear and succinct ROI for the customer and you also need to have nerve! Practice literally does make perfect though.

Writing Creatively 

Storytelling however is not entirely what you say though, its also the way you say it.  Very much like a Journalist in some respects.  All sorts of spin can be added, making it “click-baitey” and maybe stretching the truth.  Today’s audience though, has well and truly seen through this these days and quite simply – don’t like it.  Writing about your business creatively is more like an Advertorial.  Writing in the third person doesn’t come natural to many people but it does help make your audience think more about what is written, rather then being felt “sold” too.

Advertorial

a newspaper or magazine advertisement giving information about a product in the style of an editorial or objective journalistic article.

Be Positive

So many times I see title headings of “The 5 Reasons Why What You’re Doing it Wrong!”  or maybe (worse still) “Why My Way is Better than Yours…”.  For a start, I’m not sure how these get particularly found in searches online.  I’ve personally never done a search like this.  I know that some of you will now do a search, just to see what pops up.  I still haven’t done it by the way…

How about writing about “Top 10 Ways you Can Improve Your Mood” or “How to Use Google My Business”.  Both are much more searched topics on Google and neither of the aforementioned suggestions, leaves the viewer feeling awful.

Blog / Video / Social Media Stories

Whatever works for your audience will ultimately work for you.  The more you can repurpose your story into different channels, the greater chance you have of reaching a larger audience.  It’s time consuming though, granted.

This is when you have to consider the Return on Investment.  Does doing this piece of work mean I can share it consistently, for a period of time and reap myself and my customer some benefits?  If the answer is “Yes”, then it’s totally worth doing.

Stories don’t have to be long or short, just useful and relevant.  If you’re unsure of their rating, then maybe try it out on a small group of friends or family.  No one wakes up and knows how to do this stuff off-the-bat.

Calls to Action – Marketing Your Business

As informative and entertaining as your story may be, let’s remember this post is all about Marketing your business.  Try and insert calls to action in your stories, where possible.  You can ask people to click to learn more, buy an item, join your email list.  As long as it’s one click and done, then they can get even more return on their investment.  This way it then works for both of you.  Maybe they can get a free gift or a reduced ticket or a months membership?  Sometimes taking a small hit (if needed) at the beginning and upselling along, a formed and sound creative strategy – can give you back very good dividends.

Hear Your Customer

The more you listen, the more you hear what they want to know.  This has to be a very large part of your storytelling.  Write down their questions, envisage their needs and demands and then start your Story.

If you would like any guidance or support with this, then contact Melanie at www.stomp.ie or find her on her social media platforms:

LinkedIn: https://www.linkedin.com/in/melanieboylan/ Twitter @STOMPSMTraining Instagram @melanie_boylan or Facebook @stompsocialmediatraining.