We all love a good story, don’t we? Whether you enjoy watching movies or the evening news, listening to podcasts or the latest office gossip, stories are everywhere around us, even in business. The very best brands in the world tell us stories through their marketing, design and branding. Lots of small business owners think that storytelling is something that is only for the big boys, but our guest on this episode of Excellence Expected is going to explain why telling the story of your business is essential if you want to stand out from the crowd.
Perhaps the most important, and most difficult, time to tell your story is when you are pitching your business to investors. You don’t want to come across as flippant or disrespectful and it seems like it should be an occasion to stick to the numbers and the facts. But this is time when you should be storytelling! People remember stories much more easily than they remember figures. Preparing the story of how your business came about, practicing the story and delivering it confidently can ensure that you and your business make an impact on investors. Using stories allows you to humanize your business and demonstrate that you have empathy with both the investors and your customers.
There are several classic archetypes when it comes to storytelling and these models can be used in business just as easily as they can be used on the page or the screen. The following are the archetypes, an example work of fiction and a brand that has used the model in its marketing:
* Rage to Riches – Cinderella / Johnnie Walker
* Quest – Lord of the Rings / Lexus
* Rebirth – It’s a Wonderful Life / Prudential
* Adventure – The Wizard of Oz / Expedia
Which type of story best describes you and your business? Can you spot other brands that have used these different story models?
Once you work out the story you are going to tell, you need to practice delivering the story until it becomes natural and relaxed. Practice when you’re stuck in traffic or even in the shower and soon you’ll be able to tell the story with great confidence. Confidence will lead to you making a genuine, human Connection and if you can connect with the investors, the next step is Commitment.
Confidence -> Connection -> Commitment
We all tell stories every day, so why not craft one that could capture the attention of investors and help your business grow?
John Livesay joins us on this episode of the number one small business podcast to share his thoughts on the importance of storytelling in business and how you can craft the perfect pitch for your business.
Issue Challenged in this Small Business Podcast:
How can I storify my entire business to solidify my pitch and gain investment?
About John:
John Livesay is a funding strategist who helps CEOs create a connection with potential investors through compelling storytelling. He also hosts The Successful Pitch podcast which profiles successful startups and reveals insights that can be of help to companies of all sizes. Prior to becoming a strategist, John had a hugely successful, twenty year media sales career with Conde Nast. Not only did he work across each of the company’s 22 brands, but he was also named Salesperson of the Year for 2012.
In his new role, John has helped many businesses craft the perfect story for their pitch and he’s with us on this episode of the number one small business podcast to share his tips with us.
Actionable Tips:
* Be prepared and don’t wing it. Stack your moments of certainty. Get the butterflies in your stomach to fly in formation and remember your superhero pose. These are great tools to help you before the pitch.
* Make sure you have a right-brain connection and are telling a story that is...
