Once upon a time, storytelling meant keeping the attention of your enrapt audience. It still does today. In a b2b context, it’s more about know-how than Narnia. Two key secrets to success are a commitment to cliché avoidance and an authentic tone of voice.
The story you want to tell to your customers can be brought to life through the effective use of written and spoken words, pictures and sounds. Your aim is to evoke the feeling of anticipation about what’s on the next page.
According to Jeffrey L. Cohen, there are four ways to use stories about your company for b2b social media:
- Company history
- Customer successes
- Employee activities
- Community support
These all create an identity and strike a chord with how you relate to people and their actions:
- The person and big idea that led to the company’s birth
- How you’ve helped solve problems for customers without a whitewash, including the chapters where there were real hurdles to overcome
- Back stories about the team members that customers interact with daily, building dimension to the characters
- How your leaders and employers work together to make a difference. Pulling at the heartstrings does actually influence business purchase decisions, even if we don’t like to admit it
Short stories are even more important to get right. Check out this video from Carmine Gallo on how to pitch in 15 seconds . Draw out a message map with a central key message, 3 supporting points and 2 benefits for each of those, such as data or statistics.
And if you’re just starting out, never underestimate the importance of drawing potential investors into your world in an engaging way that combines art with science. Stories are memorable, travel further and inspire action.
Why not live happy ever after and bookmark us today to see how we can help you tell your story? If you want to know more about ours, turn to this page now…
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