Part 3: Tell your story
In this short series on business success, we have so far looked at two steps of the 3-step process.
The final step in the process is to tell your story. And I don’t mean that in a ‘once upon a time there was…’ kind of way. The difference between a good photograph and bad photograph is that one just captures light, the other captures a moment – it tells a story.
A story is a message that has meaning. A story appeals to the emotions. There is a narrative (storyline) that keeps people captivated.
The way you display your merchandise must tell a story. Your advertising message must tell a story. Your offer must tell a story. Your sales pitch must tell a story.
Stories are about ideas and people and events that we care about. And ultimately, our success depends upon whether our story is told well enough, frequently enough and convincingly enough for people to care and finally for people to remember.
ONE: Be credible. Key words are consistency, trust and character.
TWO: Solve a real problem. Key words are discipline, rational and analytical.
THREE: Tell your story. Key words are emotional, passionate and relevant.