Most businesses I talk to are really great at what they do, and are also really proud of what they do. Sadly many of them are simply unable to let the world know what is so great about their product or service.
I see so many websites where the information is written by the technical experts – it may be exciting and relevant to the writer but usually it’s boring and simply too much information for the reader.
As a prospective customer, there is nothing worse than going to a business’ website and finding pretty much nothing of relevance. Of course there’s going to be some kind of content on most websites, but that doesn’t mean that the content is providing the reader with anything that is meaningful or compelling. Or just as tragic, information is there but the reader is simply unable to find it because they lost interest in you and what you have to say 10 seconds after they hit your site.
Storytelling is the most powerful way to communicate and engage with your audience. Here are my top 5 reasons why your business needs a compelling story:
- You’ll engage with your customers – keep your story relevant and engaging. Make sure your structure is simple. Make it easy for your customers to find what they are looking for. If I’m considering buying from you, you need to demonstrate your value proposition to me clearly.
- Your audience will get to know you – tell a great story about your business and your audience will feel like they know you. And importantly, if they like your story they’ll keep coming back. You’ll establish your personality. I always recommend you should write the way you speak – this makes your writing more engaging, friendly and interesting. Unless your industry demands it, avoid using language that is too formal. Once you have established your business personality, it will see you through all of your written communications.
- You’ll standout from the crowd – no doubt you have a host of competitors out there all after the same customers share of wallet. What makes you stand out from all of these other businesses? Simple – it’s your story. It’s what makes you distinctive.
- You can showcase your results – your story is a great opportunity to showcase your results. Whether you’re selling garage doors, concreting services, haircuts or works of art, your audience want to see the results of what you have done in the past.
- You demonstrate your expertise – your story establishes your credibility in your field. Use it to demonstrate to your audience why you are the logical choice to buy from.
To really stand out these days, you need to be remarkable. You need a compelling business story that resonates with your target audience. No matter what industry you are in, your story has the power to positively impact the people who hear it.
Remember – you have something to say, the only secret is to say it as clearly as you can. As William Wordsworth once wrote:
“Fill your paper with the breathings of your heart.”
To find out more about creating a compelling story for your business, call Pauline for a chat on 0400 514579 or email pauline@worddynamics.com.au