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Why telling and selling your story is important in business (Part 2)

Business storytelling takes practice. Know the story inside and out before presenting it to customers. This will help you tell the story naturally, writes TONY AJAH



business war with Tony Ajah, Demand and Supply

Continued from here

Storytelling sounds easy, but it isn’t. Start by knowing the message you want to communicate with your story, and then define your style of communication, and stick to it.

Before you script your story

What do you want the audience to do after reading, watching or listening to your story. Then work backward to outline the story. Be creative about it.

Stories can be used or communicated in several ways, namely; in-person with customers, blogs/on-page content, video, podcasts, images/graphics, and so on.

All you have to do is to create a storytelling strategy that addresses your audience (or market) needs. Once you have decided to create a storytelling strategy, decide the best way to tell the story on your chosen channel(s).

Always take a critical look at your audience to determine what story or stories that can bring value to them. Always focus on value in your stories. Write the end message and what you want the audience to take away from the story.

Your business story should be focused and engaging. If it doesn’t have a clear focus, you’ll quickly lose the attention of consumers. More so, you must set a parameter that will help you develop an engaging story that makes sense to your audience.

To perfect your story, try the following tips.

#1: Be authentic and original

Authentic storytelling is key to gaining consumer trust. Customers know when you try to pull a fast one on them, and they hate it. Your business’s story doesn’t need to be elaborate.

Just be truthful. If you have challenges and failures that you have overcome, show them. This acknowledges the human aspect of your brand, and creates an emotional connection.


Use business storytelling to strike an emotional connection with customers. Talk about how an event related to your business affected you and what you learned. This creates an immediate response that makes your story memorable and shareable.

ALSO READ  Why telling and selling your story is important in business (Part 1)

The story gives an idea of who we are and where we are coming from, where you are going, and it paints a picture of what is possible doing business with you.

You can use your business’s real-life outcomes to convey a message to your customers, and equally blow their minds. Again, where necessary, explain how things are made or done at your business.

You can create an interesting story using this. It heightens your level of emotional connection with your market.

#2: Have a clear purpose and outcome

A great business story leaves your audience with something to take home. What lesson was learned in the story, and what should your customers or targeted audience learn from hearing it?

Business stories should have a purpose and clear outcomes. Provide a hopeful, thought-provoking message with actionable points that compel your audience to connect with your brand like no other.

Again a disorganized brand story leaves customers confused and uninterested. Make sure what your business represents is consistent across all communication channels.

#3: Get customers involved

People like to be a part of any great stories. Your customers can be characters in your brand story. Come up with ways to get your audience or customers involved. When your customer sees themselves and how they and how they fit into your story, they identify with you the more.

Business storytelling takes practice. Know the story inside and out before presenting it to customers. This will help you tell the story naturally.

About the author

Tony Ajah is a Business Growth Strategist, and the author of BUSINESS SENSE, and ON BECOMING AN ENTREPRENEUR.


He maintains a personal blog, where he shares proven business ideas and principles for SMEs.

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