The worst thing you can do as a business is hide your positive stories away. You need to set them free, share them, shout them from the rooftops, inspire your audience to share and spread the word.
To give you inspiration, here are some situations where you can use your business story:
1) Face to face sales
These days we seem to have fewer opportunities to actually meet a prospect in person, so every interaction is valuable. Telling a story about your product, service or business is a much more powerful way to connect with a potential customer than ramming the reasons to buy your product down their throat. A story demands attention, then you can frame the client problem, put the client in the starring role of the movie and close with your solution as the resolve. So don’t sell, tell!
One of the problems with networking is being remembered after the event and I don’t just mean your name, I mean being remembered for what you offer. Sharing your story will make you memorable. Recently a chap accosted me in a car park; it turned out he was the global head of marketing for a large tech company. I had met him briefly at an event, where I had shared a story with him. Here we were nearly two years later and not only could he recall the story, but he knew who I was and what I do.
Before a customer buys from you they’ll probably search online for content that provides more information about your business and your offering. In the rush to produce more online content the only way you’ll differentiate your work from the competition is by what you say and the way you say it. Present your content as a story and you’ll connect at the all-important emotional level and people will be more likely to share it.
Most pitches are the result of one party (the client) asking other parties (providers) to solve a challenge. So how will the client choose you? Price? Solution? Business fit? There probably won’t be that much of a difference between the tenderer’s price and solution but business fit isn’t about widgets and rate cards, it’s about you. Take the client problem and using the 5-steps create a solution that demonstrates how you will work with them to solve it.
Sharing a story is one of the most social things you can do and the abundance of online channels has made connecting with audiences easier than ever before. Your stories can add meaning to your offering and connect you with your customers via engaging, believable content. There is a growing body of evidence that suggests that the millennial consumer trusts user- generated content over traditional advertising; your business story is a positive shift towards that trend.
6) Marketing and advertising
What interlocks marketing to profits is engagement and one way to achieve engagement is by having a compelling story. When stories are at the heart of the campaign, they engage prospects, get shared and are easily remembered. That means your story, the positive reasons why they should choose you, will live in the minds of potential customers and will be there ready to influence their purchase decision.
Part 2 of this insight featuring tips 7-12 for where you can use your business story is now live here
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