Telling your story better is a surefire way to get people thinking about you, talking about you and remembering you.
Facts and figures are important. They have an important place in your presentations and promotional copy. But facts are forgettable.
Story is the glue that gives facts shape and coherence, and cements them into the memory of your readers and listeners. In its simplest form, story is the human dimension that gives a face and a voice to all those facts. And, most importantly, when you tell your story it gives your audience a reason to believe.
Your story is not the number of cups of coffee you sell, or the number of necklaces you make, or the number of mufflers you fit. Your story may be the struggle behind achieving those numbers. It may be about the barista school you set up to train your staff, or the long, slow walks along the beach to find the stones for the necklaces, or the insight that enabled you to set up a muffler service better than all the others.
The best stories come from deep within an individual or organization. They take many different forms, but to be successful they must spring from the philosophy that drives you or your company.
Look at some of the iconic brands of the last 20 years: Virgin, Apple, Starbucks, Nike. Their stories are not about selling phones or plane tickets or computers or expensive coffee. Their stories are about delivering an experience.
If you are passionate about selling your service or product, it’s a fair assumption that you believe it will enrich people’s lives. So tell your stories with the same passion.
Dig deep to find the stories that demonstrate the value of your product or service. When you tell your story you put a face on your facts – and that’s how you can really connect with your audience.
Neil Everton has distilled a lifetime’s experience with some of the world’s top news organizations into his Media Mastery training aids for anyone worried about talking to reporters. The video, books, e-books and workbooks are available in the Podium Coaching online store.