Create a story for your business



Why is a movie so entertaining to watch? And why do you listen to music? The similarities between the two are that it tells a story. No matter how it does it, IT DOES IT. The fact that you're moving from place to another is a story itself. It's full of emotions, tensions and hype which made you fall in love with the art. One of the other facts is that it made you curious about where the story might take you next. 


You may ask, how is this relevant to your business? Well, people react to their emotion, not logic. Storytelling is one of the tools that you can employ to directly communicating with your customer's emotions. When you are presenting your customers with all the information that justify their actions, you need to make them act on it. How? By communicating to their emotions. The elements of compelling storytelling are:

  1. Hero

  2. Problem

  3. Guide

  4. Plan

  5. Motivate

  6. Happy ending 

Hero

Your customers are the Hero; they lack resources in solving their problem. They are frustrated and in need of help. Their environment has forced them to make a change, and in doing so, they are looking for ways in improving their current position.  


Problem

There is one problem that keeps your customers from sleeping at night. It causes them to act or risk significant consequences. Most problem drive from the external force, which leads to an internal problem and then Philosophical problem. What are they? these are examples of each of the problems: 

External: Money problem, things broke down, productivity issues 

internal: Stress, Anger, Anxiety, guilt, sadness, depression, despair

Philosophical: Justification on why the problem should be eliminated or at least reduce

Guide

The guide's role in the story is to help the Hero to overcome challenges. YOUR BUSINESS is the GUIDE! You're in a business of solving problems. Position yourself as a guide who packed with experience and abilities that help your customers (Hero) solve their problems. How can you prove yourself to be a guide worthy to help the Hero? There are three things you can employ:

1) Reviews

2) Past results

3) Testimonials

4) Past Projects/ Models/ Business you have worked with

5) Awards


Plan

What is the plan in the story? Well, its a step by step guide or phases of your solution. Keep it brief and straightforward to understand. Recommend no more than six steps. There is three plan that you should look into: 

Purchasing Plan: Step by step guide for installing, purchasing requiring the product for usage. 

Usage Plan: Details on how to use the product.

Optimising plan: How to get the most out of the product/ service. 


Motivation

Once you have a plan for your customers, you must know how to motivate them into taking action. A clear and precise CTA (Call To Action) is critical. There are two kinds of CTA for any business, and they are as follows:

1) Direct Call to action: I'm ready to buy

2) Process Call to action: I'm not ready to buy, but I'm willing to accept trials or free stuff just in case I will buy. 

 Avoid Failures

What is the risk of not doing business with you? Why is it vital to prevent such as loss? Loss aversion is something emphasised in today's society. We're more afraid of losing something compare to having satisfaction on an equivalent gain. 

Happy ending

The guide's role in the story is to help the Hero to overcome challenges. YOUR BUSINESS is the GUIDE! You're in a business of solving problems. Position yourself as a guide who packed with experience and abilities that help your customers (Hero) solve their problems. How can you prove yourself to be a guide worthy to help the Hero? There are three things you can employ:

Conclusion

Storytelling is a great tool to use in Company's about section, short onliner and shaping your customer's review. It helps highlight the transformation of your customers, your customers, the solution your business offer, and the benefits of the business's product/ service. 

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