As anyone in marketing knows, telling a story is what attracts customers to a brand or a business. A business owner is the first and most crucial brand ambassador for their company. As a result, their storytelling skills form an essential part of a business owner’s arsenal when trying to market their business.
This means that making sure you can communicate the brand’s promise to consumers, as well as put the company’s best foot forward, is crucial. To help, six members of Forbes Agency Council explore how business owners can improve their storytelling skills in order to become better brand ambassadors.
1. Focus On What Matters
Don’t talk about yourself. Instead, focus on the “What’s in this for me?” issues that all clients and prospects want to talk about. – Gordon G. Andrew, Highlander Consulting Inc.
2. Share Your Inspiration, Keep It Simple
Share your inspiration, why you started your business in the first place, what excites you in the morning and the passion that lets you stay late and want to make tomorrow a better day than today. Get rid of all the buzzwords and focus on the “so what.” How does what you do impact others? Follow the classic story arc: Explain the setup and dive into the conflict you have to overcome before presenting the resolution. – Lars Voedisch, PRecious Communications
3. Be Transparent With The Audience
You need to be transparent with your audience. People enjoy seeing the realness in a person or brand. Show behind-the-scenes footage and always be willing to document your journey. – Jonathan Durante, Expandify Marketing Inc.
4. Connect With Other Industry Experts
No matter your position, find other industry experts to bounce ideas and goals off of. Practice makes perfect. Start small and improve as you go. – Dmitrii Kustov, Regex SEO
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5. Use An Appreciative Inquiry Process
By using an appreciative inquiry process, business owners can become better storytellers. Ask yourself an appreciative question such as, “What is the best day ever and why?” Then, tell your story about why this was the best day. – Jay Devine, Devine+Partners
6. Have A Sit-Down With Someone You Love
Sit down for a conversation with a person you love, and record it on a smartphone. Tell your friend, without any prior planning or careful word choice, about what has been bothering you lately, about solutions you have found to problems and ideas that interest you. Then listen to the recording while you are alone and pull out the most fascinating stories. – Roni Arzi, Mashrokit
