As you enjoy your summer reading list…
I’d like to suggest you make time for a little writing as well. There are three types of company stories that can help propel your business to the next level in the mind of your customer:
1. Your Mission Critical Story
2. Your Turning Point Story
3. Your Stunning Results Story
Your Mission Critical Story
This story should talk about the WHY behind what you do. Weave a tale about the “a-ha” moment that inspired you to go into business. Make sure its positive – don’t tell a story about how you were fired or how your employer went backrupt. Tell a story about how you were inspired to serve, meet a need, help customers. Reflect sincerely and work hard to be real about it, not sappy or put on. It’s the place for your big vision; your big, hairy, audacious goal.
Your Turning Point Story
This story should talk about HOW you’ve come to be where you are today. When did it take off? When did you make a real difference? When did you transform from a startup to a success? This story should help prospects relate to you, see you as a human being, working hard, just as they do. It should help clients envision a better future for themselves with your help.Give them faith that you can help them overcome their obstacles.
Your Stunning Results Story
Write about a circumstance when you did something truly extraordinary for a client. One example, if its a strong one, is enough. Try to show how what you did resulted in success for the bottom line. Use a specific, concrete example. The more dramatic the better, although, it has to be believable, too. Craft a story about how a client came to you, what you did for them and then outline the results they experienced. Relate the results to money made, money saved, clients achieved. or goal accomplished. Talk about the emotional payoff of the success, and lasting results.
So, get writing and when you’re done, send them to us. We’ll give you feedback and help you make sure they are good as they can possibly be. Fall networking events are not far away. Be ready!
— Chris Quinn, principal and brand strategist
Photo Courtesy: Jacob Botter
