If I were to ask any member of your team why you started the business would they know? Would they be able to tell me THE story?
Much has been written about the success of storytelling and how it can play such an important part in our everyday communications especially speaking with clients and referral partners. But I wonder how many are actually doing it; actually telling stories, other than the ones we tell our kids at night!
I think there are a couple of reasons why people aren’t telling enough stories. The first is they’ve simply forgotten to. With so much to remember these days, remembering to tell a story as well has simply slipped off the radar. The second reason I think is that some people simply don’t know how to tell a story.
For those who have forgotten how important story telling is – I trust this acts as a reminder!
For those who perhaps aren’t sure how to tell a story, I’d like to share a simply strategy with you.
Let’s focus on why the business started in the first place because this can be an extremely powerful story (message) to tell. It can differentiate you and enable you to be remembered (for all the right reasons!). Telling a story about why the business started can be effective when you are speaking with referral partners and of course clients – storytelling is also a fundamental element to the success of word of mouth marketing – we all like to share a good story with others. You can also say “Please feel free to share that story with others too” Simply saying those words can increase the likelihood that they will.
Below are 5 practical and effective questions for you to ask the founding member of the business. Once you have the answers, you’ll be able to tell the story about why the business was established. It’ll share the emotions (which we connect with), the experience and finally the passion and vision the business has.
- Tell me about the event or situation that was the turning point in you establishing this business.
- Tell me about what was happening in your life at the time that you decided to start this business.
- Tell me about what motivated you to start this business.
- What experiences led you to wanting to start your own business?
- What problem were you facing that you couldn’t solve that made you want to create the solution yourself?
What comes out of sharing stories of this nature are the core values and work ethics which are wonderful things to share about an Advice business don’t you think?