Your First 3 Steps in Telling Your Business’ Story
Many know the elements of a good story, but few think of these in the context of corporate communications, marketing, or branding.
After the story of Apple Computers resonated so well with its target audience, more businesses are considering adopting the same strategy to engage their employees and their market. This is corporate storytelling, a new way of doing presentations, company videos, speeches and ad campaigns.
Here’s how you can get started with this new engagement strategy so that you can hire one of those corporate production companies in Denver such as One Floor Up.
Know your audience
This is the first rule in writing any material. Language, tone, style, and even content should be carefully calibrated to elicit the desired response from the audience. When profiling an audience, it’s best to be as detailed as possible. Identify the age, gender, and class to start with.
To help your imagination a bit more, jot down what you feel are your readers' dreams, fears, or beliefs. If you are astute in understanding your audience, then you can imagine them as organic individuals who are waiting to hear how your story ends.
It would be easy to write for them, in a way that they would listen, be interested, feel strong emotions, and eventually agree.
Create a relatable character
It’s no coincidence that lately, more videos, articles, and stories are about CEOs or business founders with exceptional stories. And in the telling of these stories, values are slowly, subtly, and creatively revealed.
Steve Jobs’ journey was a fight for exceptional quality. Jack Ma's story is one of perseverance. In everything he did, it seemed Elon Musk always sought to “save the world.”
While these are larger than life aspirations, ingredients of great drama, the stories also include ordinary life struggles like marital problems, being broke, tensions with colleagues, and failure.
Through the founders' image, you humanize the brand, and it’s easier for any spectator to decide whether to identify with this character.
Show, don’t tell
As a final note, the best way to be persuasive is to illustrate or demonstrate a corporate value rather than just tell it. This way, the audience is not being told what to think. Instead, they arrive at a conclusion on their own through the development of the events presented.
The next time you engage corporate production companies for marketing or internal communication, insist that you want your story told.