Tell Me A Story — But Make It A Good One
Updated: Mar 13
If I asked you to tell me a story, what story would you tell? What’s the best story you’ve got?
Storytelling is often overlooked, but it’s a powerful way to market your business. If you have a great story, people will relay it, share it, and generally get excited about it. That’s the power of story marketing.
In this article, I’ll share with you the key elements of a great story.
First, though, you need to understand that stories are simply vehicles for communicating your purpose — that is, what matters most to you and your business: it could be great customer service; or it could be that you are an ethical business. Whatever matters most, that’s your purpose.
Now, let’s look at how to craft a story that communicates your purpose.
Step 1) You need to have a relatable lead character. If your story doesn’t have a lead character that your audience will like, it will be that much harder for them to connect with your story and your story’s message. Your lead character might be you, if you're a business owner. Or it may be one of your customers.
Step 2) A story isn’t really a story if a journey isn’t taken. The journey doesn’t have to be a literal journey from A to B — it can be an emotional journey or a spiritual journey. But it has to be a journey of some kind.
Step 3) So, your character is on a journey. But something has got to HAPPEN on the journey for your story to be interesting. This usually means an obstacle or surprise needs to be encountered by your character, AND your character needs to overcome that obstacle.
Step 4) Finally, your character must learn from the experience in some way from going on their journey.
Once your character has been on a journey, overcome the obstacle and learnt from the experience, that’s where you finish your story — hopefully leaving your audience with the seed of a thought in their head about what your story ‘meant’.
Remember, communicating your purpose is the whole reason why you told your story in the first place.
But, be careful: a purpose is best when it’s implicit in the story. That way, an audience gets to understand your purpose on THEIR terms. Which is how it should be.
The dividend for you is: you have a growing number of people who want to share your story because it tells them something important about you — and about themselves.
Image by Fathromi Ramdlon from Pixabay