7 Elements to Grow Your Business
How to Tell a Compelling Business Story, Part 2
Read Part 1 here.
Quite often I hear PSP and OEM sales people talking about the enhancements of feature A or the speeds and feeds of their devices. They miss the opportunity to demonstrate how they resolve the customer’s issue and make the customer’s life better. We need to show our customers that we understand their business and we have the solution to make them successful.
In part 1 of the How to Tell a Compelling Business Story, we established that you need to determine the Hero of your story.
The Hero is always a human; your customer, your partner or the end user.
The Hero of any good story is not a concept or product.
Your brand is not the Hero.
And we reviewed that clarity is important for stories to resonate with the audience. Your story needs to be clear, concise and focused. Less is more.
“Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
– Seth Godin
7 Elements of Great Storytelling
You can find a variety of guidelines to help write your company’s story. A good friend gave me the book Building a StoryBrand by Donald Miller. The book provides examples that guide you through the process. Other sources are available. Choose a framework and get started.
Below is the 7 element framework Miller utilizes when working with his clients. The story goes like this…
Our Hero has a problem and meets a guide who gives them a plan and calls them to action
that helps them avoid failure and ends in success.
Describing each of these elements will help you build and then refine your story.
A Character…
This is your Customer. The Hero. In every story the Hero wants or needs something. What you need to determine, is what your brand delivers to resolve the Hero’s need.
…Has a Problem…
In good stories, the character has a happy life until their life is disrupted. When this disruption happens the Hero starts the journey to find a resolution to bring their life back to normal.
…And Meets a Guide…
When you think about good stories or movies, the Hero (main character) is looking for a Guide, to help them resolve their issue. Note that this is why our brand is not the Hero, our brand is the Guide that helps the Hero resolve his/her/their issue.
…Who Gives Them a Plan…
There may be other Guides along the way, some that may lead the Hero astray. That’s why it’s important for you to provide a clear plan with steps on how to resolve the Hero’s issue.
…And Calls Them to Action…
In the best stories, characters don’t take action on their own. What keeps our interest is that characters need to be challenged by outside forces. And there is a reason the character does takes action.
…That Helps Them Avoid Failure…
What is at stake if they do or do not take action by purchasing your product? You must help your customer understand the impact and costs of not doing business with you.
…And Ends in Success.
At the end of your story you must tell your prospects how great their life can be when they buy your product or service. This can be challenging for many companies.
Starting the Process
Google Storytelling for Business and you’ll find millions of articles and references.
Here’s a cheat sheet - Business Storytelling for Dummies.
Use an outline that has been successful.
The 7 elements outlined above are available here, Building a StoryBrand.
Or reach out to your internal storyteller; someone in marketing, sales or customer support who has enabled your clients to be a Hero to their company. You can also engage any number industry consultants that have experience. You’ll see the results.
Ready to get started on your storytelling journey? Let’s connect.