Whew! April has been a full month! We’ve had April Fool’s Day, Passover, Easter, National Siblings Day and Earth Day. And, though it probably was not cause for much celebration, Tax Day. And we’re not done yet.
There’s one more holiday I’m celebrating this month. One that’s near and dear to my heart. It’s TODAY and just in case it’s not on your calendar I wanted to give you a heads-up. Don’t worry…you don’t have to go shopping for presents, a special outfit or elaborate decorations. It’s not that kind of holiday.
So, what is this mysterious holiday and why am I inviting you to celebrate with me?
It’s NATIONAL TELL A STORY DAY!
That’s right…National Tell a Story Day!
Most of our lives we have been hearing – and telling – stories. It’s one of the ways we connect to each other. We tell stories of our families, our culture, our faith, our lives, and our loves.
We also tell stories about our businesses, whether we intend to or not. Our potential customers and clients hear our story in our marketing copy, they experience our story in each sales or service encounter, and they believe our story when we deliver the solutions we promise them.
Being conscious and intentional in telling our business story can set us apart from others in our niche. A great business story–like any great story–is engaging, relatable, persuasive, and compelling.
And, of course, a good business story has a happy ending – the ultimate success your client will experience after purchasing your product, service, or program.
When you know your business story, you’ll be able to tell it –or parts of it – to your team and to your customers.
A good business story has these six key elements:
- A clear connection – Your customer must be able to see themselves in your story. After all, it’s about them as much as it’s about you
- A clear point -Know exactly what your potential customer needs to know about your business so they can say yes.
- A solid structure – The customer needs to be able to clearly follow the story from beginning to end.
- Emotional appeal – Conventional wisdom tells us that people make buying decisions based on emotion and support those decisions based on logic. Make sure you connect with their emotions, the pain they are currently feeling and the relief that you are offering them.
- Vivid detail – Don’t just tell your prospects what they can expect…show them! Give examples of the success others have experienced in working with you. The more your audience feels, sees, tastes what you’re describing, the more they’re hooked.
- A clear call to action – Make sure that your customer knows the next right step they need to take with you to solve their problem. This call to action is the way that the connection is firmly established, and your story becomes their story.
When you become an expert at telling your story, you will attract your ideal customers and keep them coming back.
Go celebrate National Storytelling Day. Tell your business story – there are people out there just waiting to hear it.