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Five Quick, Effective Ways To Tell Your Business Story?

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Some people find it hard to come up with an excellent way to get their story started. In the business world, you usually you would frame your story using the three steps of problem, solution, and results or outcomes.

Here is another quick way to get you started. Nick Morgan author, and coach tells people to use the story formats of famous and well-known stories as your framework, adapt the story to your business. Then explain your story within that framework,

You need to tell a story if you want to get someone’s attention and hold their attention until you get to your Call To Action (or as Jerry Weissman would say, to get them from point A to Point B).

You can do that with stories because stories work the way your mind works, Memory depends on attaching emotion to facts, Too many people try to use lists (3 of these, 6 of those) which do get people’s attention. Still, people have a difficult time remembering those lists. Stories do a much better job.

But if you are having a hard time creating a story, use one of the traditional story frames that have proved themselves over the years, Here are five frames you can use.

Quest is the most fundamental frame. In this scenario, the hero goes off to achieve a positive goal, but runs into a problem(s), generally finds a mentor, and then throughout the story reaches the goal.

The Stranger in a Strange Land is a much different story, The hero finds himself in a strange place where he is unsure of what to do (e.g., maybe a research task without any defined criteria), what the rules are, or even the path forward. But he runs into a mentor and finds a solution to something he didn’t know he was looking for in the beginning.

Rags To Riches is the classic story of stating out with nothing, and through hard work and some luck, you end up with fame and fortune.

Revenge is simply about a wrong done to the hero who, through no fault of his own, loses everything/. Then he prepares a plan and sets out to get revenge for the wrong done to him.

Love stories are about both love found and love lost. For example, a new great partnership  or a partnership that is being dissolved,

The main point here is that you can use the frame of a classic, well-known story to help you create your own story without having to create a new structure. Also, these are frames that people know and understand from the beginning, which makes your job and their ability to follow your story more manageable.

Do you have a situation in which one of these frames would make sense as a starting point to create your unique business story?

You might also like 15 Benefits Of Storytelling In Businesses

Would you like more tips on how to build a successful startup,  check out our free, weekly blog

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 Jim Zitek, Harbor Capital Group

The strategy, development, and marketing
of successful startups begin with their story

How do you create a core story?

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 Your story cannot wait until you are ready to do marketing. It must be woven into your strategy from the very beginning.

Start by framing your story. Does it reflect the vision and values you are promoting?  You have to assume your competition has a story that you need to change. This analysis of the competition’s story takes time but is necessary. Then reframe the opponent’s story and reinforce your story to make sure you are not just restating your competitor’s story.

Keep it short and straightforward. Make sure it’s memorable and, therefore, easy to spread. Also, think about how you can encapsulate your message in a symbol, slogan, or metaphor that captures the essence of your story?

Make sure your story is emotional– includes values and deliver some emotional impact. One way is to articulate the  “hows” as verbs, not nouns.

You can start creating your story by going through the following suggestions. These are from Wodenworks, a brand strategy company. Start building your story by:

 

  • Identify the critical components of the company’s journey from initial problem to solution to results and transformation,

  • Define the “Whys” behind the story ( Why are we doing this? Why should I join the company? Why should I invest in this company? Why should you buy from this company? The answer to why is the company story.

  • Organize, arrange, and put the essence of your story in writing and share it with everyone and every department in your organization.

 

This process takes time, but the time required will more than pay you back for the time it took to complete this task, Once met it will give you direction, get everyone on the same page and help make decision making easier.

Here s another way to go through this process. Jim Logan, a long-time ma\rketer, offers this kind of approach to get at your core story.   y

 

  • Profile your best customers. That customer group can breakdown into smaller sales funnels.

  •  Identify the things you do for customers.

  • list all the things that are meaningfully different about your offer compared to other offerings with similar benefits (including every facet of your product and business operation from manufacturing to experience to responsiveness to the comprehensiveness of your solution to service and support),

  • list key features and functionality of things you sell ( and tie a benefit to each element and function)

  • Answer the Why question: should I believe you and why should I buy from you.

  •  Create your story from the material you have gathered

  • Test your story to make sure it does what you expect it to do. If not, revise it.

Next, let’s cover some of the story structures that will help you tell your story.

Story Structures

Several traditional story structures have been proven to work. Sometimes they have different names, but the structure is the same. At this point, we are using the core story we constructed to put that core story into a bigger picture.

You can use one of the traditional story frames that have proved themselves over the years, Here are the five frames you can use.

Quest is the most fundamental frame. In this scenario, the hero goes off to achieve a positive goal, but runs into a problem(s), generally finds a mentor, and then throughout the story reaches the goal.

The Stranger in a Strange Land is a much different story, The hero finds himself in a strange place where he is unsure of what to do (e.g., maybe a research task without any defined criteria), what the rules are, or even the path forward. But he runs into a mentor and finds a solution to something he didn’t know he was looking for in the beginning.

Rags To Riches is the classic story of stating out with nothing, and through hard work and some luck, you end up with fame and fortune.

Revenge is simply about a wrong done to the hero who, through no fault of his own, loses everything/. Then he prepares a plan and sets out to get revenge for the wrong done to him.

Love stories can be about both love found or love lost. For example, a new great partnership or a partnership being dissolved,

The main point here is that you can use one of these traditional story frames to help you create your own story without having to create a new frame of your own. Also, these are familiar frames that people know and understand, which makes your job and their ability to follow your story easier.

You now have a testable hypothesis. Does the story support the business model?

Why A Core Story Is Critical To Your Success

Posted on by harborcapitalgroupinc

Why A Core Story Is Critical To Your Success

When you look at startups that have developed into very successful companies, you find that one of the things that make them so successful is that they have a core story, which is also their strategy. These core stories sound deceptively simple but are extremely powerful. You should be able to tell your company’s story in one sentence or even a tweet.

Here are a couple of examples:

Google’s core story is Google: provides access to the world’s information in one click.

Apple’s core story is: Apple empowers individuals with well designed, easy-to-use computers.

Your target audience will be able to “get it” immediately if they don’t get it; they are probably not in your target audience. Once prospects understand who you are, what you do, and the benefits of what you do, expanding on your story is easy. You can direct the conversation in many different directions, depending on who’s in the audience.

Now, you need to implement this core story/strategy into everything you do, from product design to hiring people, to operations, marketing, and after-sales service.

If you live your story, you will have the ability to grow and add to your product line over time. It will be easier because you will have loyal customers who trust you. Think about how Apple and others have expanded over the years with the same core story/strategy and maintain a loyal customer base.

Now, for the hard part. Defining and creating your core story/strategy is challenging to do and takes time, But, take the time. It might be the difference between success and failure.

Now, let’s look at defining the core story/strategy in a little more detail. There is additional material on the different aspects of creating and telling your story that you will want to read as well.

What is a core story/strategy

Simply stated, a core story is a powerful narrative about your company, which explains what you do (problem, solution, benefit, or results) plus why you do what you do.  In other words, your core story is your strategy, and it drives success.

A core story also creates an emotional impact, will hold the reader’s attention over time and is flexible enough to be able to explain your company in different ways to different audiences.

This core story is not a  story about you, its the company’s story about your customers. Carmine Gallo, the author of “Talk like TED,” states that a company story is the company strategy, and the CEO is the keeper of the story. You are creating a clear and compelling vision and story around the “why,”  which is a fundamental task of leadership.

Answering the why question is how you build trust and eventually loyalty,  Business books are full of advice on how to achieve specific objectives and goals, but they are light on the Why questions. Carmine Gallo, the author of TED Talks, says to ask the following questions, Why are we doing this? Why should I join the company? Why should I invest in this company? Why should you buy this product or service from this company? The answer to why is the company story.

A core story also motivates employees, defines company culture, and provides a vision to attract investors and even define future product development. However, your story must be authentic or the results could turn customers away.

According to Christan Riedal at Mind Caffeine, a core story is the basic narrative that structures why we believe something is meaningful. It is the story you live by. The core story of a company can be an experience, a specific moment in time, or a belief that shows the real purpose of the enterprise: why you are doing what you do.

It is also a story that is designed to create relationships and gently persuade an audience into suspending their cynicism to buy into an emotional point of view. We make decisions with emotions.

 If you take the time to refine your story, you refine your thinking and the company strategy, Companies that don’t have a clear, articulated core story don’t have a clear and well-thought-out strategy.

Don’t make the mistake of thinking that the story is just about marketing. It’s bigger than just marketing. The story is your strategy. If you make the story better, you make your strategy better.

 

How To Begin Preparing Your Story For Presentation

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Anyone who has sat through a presentation knows what a data dump is. The presenter goes on and on in infinite detail until you want to cry or check your email. However, there is a time you will want to do a data dump, and its when you are preparing your story for a presentation.

Jerry Weissman, the author of “Presenting To Win,” has better use for all of this data. Instead of using it in your presentation, get out your whiteboard and set up a brainstorming session, and do your data dump there. You want to identify as much pertinent data as you can so you can create a story that will get your audience to yes.

First, start with the significant points that need to be covered. Then the supporting data for these significant points and connect the supporting data to the significant data points. When you run out of new data, you can begin to cluster the data around each major point.

You should end up with no more than 4 or 5 clusters for any presentation. Then evaluate and prioritize the data attached to each cluster. These four or five significant clusters and their supporting data form the basis and structure for your presentation. But, remember every point needs a benefit for the audience.

This approach will help keep your audiences off their cell phones.

 

How To Start Preparing Your Story

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Anyone who has sat through a presentation knows what a data dump is. The presenter goes on an on in minute detail until you want to cry. During the presentation is not the time to use the data dump, but all this data is essential in preparing to tell your story.

Begin with a data dump in a brainstorming session

Jerry Weissman, the author of “Presenting To Win,” has better use for this data. Instead of using it in your presentation, set up a brainstorming session, and do your data dump there.

Preparation for your story begins with the data dump, and the way you arrive at the data dump is through a brainstorming session. Brainstorming is a process of free association, creativity, randomness, openness. It helps you consider all the information you think should be in the presentation without consideration of it being logical or valid. 

Logic comes later when you sort, select, and eliminate data into a form that flows logically to help you get the audience from A to B.

 Here are the good news and the bad news about getting the information we need. The right part of our brain thinks creatively, and the left part of our brain thinks analytically.  Business people are mostly left brain or logical thinkers. So they want to apply logic immediately. But in brainstorming, we want the free flow of creative thinking, so we can get all the information needed to tell our story. We will sort the data out later.

 Another point. The right side of the creative side of our brain controls language. The left side controls our written communication. So the brainstorming session has to be verbal because we are looking for creativity. Creating a presentation is a creative task.

How to manage the brainstorming session

Start with a blank whiteboard and draw frame. The frame is a concept developed by Jerry Weissman. On the outside of the frame, identify the outer limits of the brainstorming session.: 

  • Point B. The objective of the presentation or the Call To Action
  • The audience, Their knowledge level and what they need to know to understand, believe, or act on what you will tell them
  • Benefits. All the audience benefits pertinent to the product or service 
  • External Factors. This term refers to is information that could be positive or negative such as faster-growing market or a new competitor 
  •  Presentation Setting. Who is presenting, when, before or after who, where, audio-visuals available, etc.

Now you are ready for the brainstorming session itself. 

The Brainstorming Session

On the whiteboard, draw the Frame described above. You can use colored markers for different groups of main points and different levels of ideas. The only rule is that every thought is acceptable at the time given.  The idea of the brainstorming session is to identify significant or parent ideas and as many ideas as possible. One person’s “bad idea” may trigger a good idea from someone else. 

Ideas should be free-flowing without structure and be whatever comes to mind. When a significant idea is expressed, write it on the whiteboard and circle it. When supporting ideas are given, also put them on the whiteboard and draw a circle around them. Then connect each one io the major idea. Going through the brainstorming process, you will see a panoramic view of the entire presentation.

When you finally run out of ideas, you can begin to use your brain’s logical side to organize, delete, rearrange, and add data. The next step is to put this data into a structure.

Begin clustering the data into a viable structure

Clustering is how you get from the data dump to a structure for the presentation. Clusters are the major parent ideas. Move the parents and data around if needed. However, it would be best if you reduced these parent ideas down to four or five clusters. Then evaluate and prioritize the data attached to each cluster. These four or five significant clusters and their supporting data form the basis for your presentation. Next, you want to think about the organization and the flow of this information for your presentation.

Persuasive Presentations Get Results

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Your Presentation Needs To Be Modified For Each Audience

 

How many presentations have you listened to that were more annoying than informative or persuasive? Most, I’m sure.

Why didn’t your audience jump at the chance to invest in your deal or buy your product?

Was it the opportunity, the product, or the presentation? Many times, it’s the presentation.

 

Most presentations are designed to put every possible piece of data regarding the “opportunity” on a slide.

These “data dumps” do not impress audiences.

They turn audiences off. If you are talking to investors, they want to know

your product or service and how you will deliver it to a large market.

But they do not care to know about every product feature and function;

they want to see why they should invest in your opportunity.

 

As Jerry Weissman, in his book, “Presenting To Win,” states:

Your job is to get the audience from A (uninformed) to B (wanting to accept your call to action), and you do it through persuasion.

 

So the first thing you need to do is recognize that you must customize each presentation to the specific audience you are addressing.

One standard presentation will not do the job. For example, if you have a complicated, technical, or medical product,

will everyone in the audience understand your description, jargon, etc?

You better make sure everyone knows.

 

How much data do they need? Only enough data to get them from A (uninformed) to

B (further discussions, commitment to investing, a sale), etc.

 

But facts alone will not persuade them.

They need to know how they will benefit from your opportunity.

What’s in it for them?

Benefits are one area that is missing from most investment presentations.

A simple exit statement is not enough.

One way to accomplish the desired result (B) is to list the important facts you need to convey

and the benefit related to that fact. The fact then benefits, then fact, then benefit.

Rinse and repeat. You don’t need that fact if there is no benefit to the audience for a given fact.

 

You will know if you got through to the audience if you get a lot of difficult questions.

If you don’t get questions, you probably missed the mark.

 

Every Presentation Is Mission Critical

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Every business presentation that requires a decision is critical and depends on your ability to tell your story. You have one objective, persuading your audience to say yes to your call to action.

Most presentations are not stories they are lists of their product’s features and functions. Most presentations are designed to convey data, not to persuade the audience to grab your opportunity. Also, most presentations are packed with technical information, and jargon they may not understand. That means they have to think. Don’t make them think.

When the audience has to think, they are not paying attention to you, and they will soon lose interest and become irritated. Consequently, your message becomes the casualty.

The focus of your presentation must be on the story. It’s your story that makes the presentation powerful and persuasive. A compelling story will also make you more confident. How many times have you sat through a presentation counting the minutes until the pain would be over?  

According to Jerry Weissman, author and Coach, many presentations commit the following five cardinal sins,

1. No clear point. The audience wonders why they are there. This sin is called the data dump.

2. No audience benefits. The presenter talks about things the audience may not care about.

3. No clear flow. The presenter jumps from topic to topic, and the audience has to try to keep up.

4. Too detailed. Too many facts not relevant and too technical

5. Too long. The audience gives up before the presenter does.

When you commit these sins, you waste everyone’s time, and you miss your opportunity to persuade your audience.

Entrepreneurs are often absorbed in the many issues that have to deal with; they think every tree is necessary when the audience only wants to know about the forest. “They think that for the audience to understand anything, they have to be told everything.” The solution to these problems is to focus on your goal: persuading the audience to go from skeptic to evangelist.

Persuasion Requires Understanding And Empathy

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To be persuasive, you have to spend a considerable amount of time getting to know your audience. What is it that they want to hear, not what you want to tell them. 

A key element of persuasion is empathy (the feelings desires. wishes, fears, and passion of the audience). Persuasion comes when you stir their emotions. The best way to achieve empathy is with a story that relates to their situation. 

Everything you say and do must serve the needs of the audience and if you are guided by the audience, you will be successful. An important way to achieve understanding and empathy is to change your focus from features to benefits. 

A feature is a fact about you or your product or service and may not be relevant, but a benefit is always relevant. People need a reason to act and that reason must be theirs, not yours.

Think about this. Give the audience a fact and some context as to why that fact is important. Then, give them the benefit of that fact. If you don’t have a benefit, you don’t need that fact. 

If you know someone who needs to turn skeptics into believers, tell them about this post. Maybe it will help. 

Great Temptations

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 Don’t Be Tempted

When you tell your story to prospects who want to hear it, you are tempted to “stretch” the story a little to improve it.

Peter Theil, the Venture Capitalist, assumes most people say their product performs 20% better than it does.

So he wants to invest in companies with ten times better products than the competitors.  

We don’t know if 20% is the right amount of exaggeration, but it does bring up an important point.

We are exposed to so many competing stories 24/7 that this “standard” exaggeration may no longer work.

Today, you will get caught, your audience will tell others about your overkill, and you will end up the loser.

Remember, a story that resonates with people who want to hear your story are likely to believe it is true.

They will find instances that reinforce this truth, called cognitive bias, and tell others.

How can you prove your product, service, or value proposition is true (metrics, testimonials, studies, case studies, referrals, etc.)?

Presentations

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Presentations

Presentations seem to be one of the most difficult tasks for entrepreneurs to do and an area that often little preparation is done. To start off with, most people, surveys reveal that 85% of people are terrified of giving presentations. Then, many business presenters believe they know their product or service so well that all they have to do is stand up and tell the audience what they know. Unfortunately, that doesn’t work well. Having sat through many, many presentations, I can tell you that a lot of skills are required to create, deliver and answer questions. The good news is that anyone willing to learn can give a presentation that gets the audience from being skeptics to being believers who want to embrace your call to action. This module will cover presentations from A to Z, one step at a time. Click on the article you wish to read and you will be taken to that article.[/vc_column_text][/vc_column][/vc_row]