Once we have talked about the benefits of being storytellers within our businesses, it is important to bear in mind all the elements that a good story must include.

• Narrative voice

We are not writing a business strategy or a financial plan. Try to create a brand persona and give it a voice. If you could turn your business into a real person, how would he/she speak?

By means of a specific voice, you will create a story written by a human being that is able to listen to the needs of your clients.

• Talk emotions

Be truthful on what you write in order to evoke feelings in your clients.

For example, if I told you about how bullying is increasing within primary schools in different parts of the world using figures, probably that would attract your attention. However, if I told you the same from the point of view of a bullied child, apart from attracting your attention, I am evoking certain feelings on  you.

Think about how you can apply that to your business and try to evoke feelings on your clients.

• Create characters

I am not suggesting creating characters or mascots for your story (which could also be a good idea). I am just saying that you should relate your story from the point of view of someone: from your point of view if you are relating how your company was born, from the point of view of one of one of your clients (you can also use

• The hero: the products or services that you offer. You must highlight how your clients can benefit from them and therefore how they can “save their lives”.
• The enemy: the problem that your products or services tackle. It is very important to highlight the problems that your clients are facing, given that not everyone is aware of how a good translation can improve the quality of your clients’ businesses.

• A story flow

The flow of your story is what will make your clients keep on reading from beginning to end.

• Set-up: This is the moment to introduce the characters of your story. Introduce the problem that is going to be tackled in your story and the hero that is going to fight against it.
• Problem: It is here when you have to tell how your services are going to tackle the problem. Focus on the how and why your services are the best way to solve a specific problem.
• Resolution: Describe the new situation. What has changed since your services solved the problem? How can people benefit from your services? Compare this situation with the beginning of your story.

 

Would you include something more in the story of your business? Do let me know!