Business Storytelling Secrets

How to transform your marketing and generate superb leads using

digital storytelling

Recognise this guy?

Here’s what he says about the power of

storytelling

“Ever since I started in business.... I have been fascinated by the intersection of

entrepreneurship and storytelling”

“Entrepreneurs who make a difference

are, in effect, professional storytellers”

To this day Richard Branson continues to

grow his brand through digital

storytelling

Do you know who this is?

His name is Gary Vaynerchuk

Huge social media guru and self-made

billionaire

His Advice?

Whatever business you’re in…

...your job is to tell your story

Why does Storytelling Grow Brands so Successfully?

Put simply...

Humans are not hard-wired to understand

logic

Humans are ideally set up to understand

stories

We Like Stories

So we pay attention to them

(Attention is crucial because

you can only market to people if you have their

attention)

And once we’re

paying attention...

We connect

with stories

We feel an emotional warmth

And we’re more likely

to buy

Also weremember

stories

Stories quickly build memorable

brands

Attention=> Connection=> Action=> RecallThis is the power of story

But which stories deliver

results in business?

Your PersonalStory

You must tell your personal story

Your PersonalStory

Explain your why. Explain the passion behind your work.

James Dyson’s

personal story is a great example

40 years on the simple story on

the previous slide continues to be instrumental in Dyson’s global

success

“What I love most about my role is putting systems in place that make accounting and bookkeeping seamless and automatic. This means our clients can spend less time on their books and more time on their businesses. It also means that we spend less time preparing reports and returns and more time being proactive and giving strategic advice.”

On a smaller scale...

“What I love most about my role is putting systems in place that make accounting and bookkeeping seamless and automatic. This means our clients can spend less time on their books and more time on their businesses. It also means that we spend less time preparing reports and returns and more time being proactive and giving strategic advice.”

This simple story is part of a website that delivers 4 great leads every single week to a small accountancy firm.

Your BusinessStory

You must also tell your business story BUT...

...Not as a boring About Us page

Instead your business story is

about what you do for your customers

Here are a few examples of very

effective business stories

A company selling water filters

A family lawyer

A firm of architects

And a certain successful airline...

Richard decided that he was fed up with airlines that didn’t care about their passengers and he wanted to do something about it. A phone call to Boeing to find out if they had any 747s for sale and an airline was born.

“We just made it that much more special than all the other airlines we were competing with,” Richard says.

Your ProductStory

Your ProductStory

is about HOW

your products or services help your

customers

Your ProductStory helps to build credibility and trust

Here are 3 examples

A Farmer explains their system

Architects explain the project stages

And Dyson are masters at using

simple visuals to explain the

HOW from the customers’

viewpoint

And finally the most

important story of all...

...your customer story

Unless you know your market’s problems and desires inside

out your business will fail

Telling the customer story is

part of every other story

Everything you say comes back to the benefit for

them

A couple of examples

This farmer knows the 4 main reasons people choose grass fed and has those front & centre

This financial planner knows people’s concerns about investments & addresses them head on

So once you’re clear

on the stories… how

do you tell them?

In the digital space great

copywriting is the first step to

storytelling

Other media like images

and video flow from the

written word

Here are a few writing tips...

AvoidSelf Centred

Copy Like This

We exceed expectations by combining our systems with personalised service and a tailored adaptation to every unique client. We meet and endeavour to exceed legislated quality and compliance expectations.

Website visitors do not

care about you - they care about

what you can do for them

Don’t be vague like this

Our credibility to exceed client expectations in the industry has enabled us to form a network of equally qualified and experienced businesses to facilitate our clients’ needs and the option to only deal with the best across a plethora of industries

Your clients will see you as wishy washy

Avoid being too formal

Our financial planners offer cost effective services delivering results in a professional and timely manner

Get with the times - the

Internet is a modern place

Lose the complicated

language

Strategic Taxation planning is uniquely different in execution for each client due to differing family structures, resources and employment.

You write to communicate not

impress

Knowledgeable yes!

Arrogant no!

Here’s a useful tip that makes your

content sing...

Banish the Zombie!

By that I mean you must banish all

passive text!

If you can add by zombies to a

sentence and it makes sense it’s

passive

For example

Operating since 1994, differentiation is achieved

(by zombies) through strategic planning and a commitment to deliver

personalised service and financial peace of mind to

clients.

Or without the Zombies...

We’ve been in business since 1994. Careful

planning is the core of everything we do. We are committed to delivering a personalised service and financial peace of mind to

our clients.

Talk to your visitors

Not at them

And finally…

Enthusiasm and Passion

are Vital

Make sure your writer is passionate about what

you do

If you’d like to learn more or ask a question...

You can jump on a webinar with me

http://brilliantdigital.com.au/webinar-registration/

Check out my blog

http://bbim.com.au/blog/

Connect on LinkedIn

https://www.linkedin.com/in/debjeffreys/

Or book a catch-up

http://www.meetme.so/BrilliantDigital

Have a great day - I’m looking forward to

reading your stories!

www.brilliantdigital.com.au