{"id":9173,"date":"2021-12-14T10:51:19","date_gmt":"2021-12-14T10:51:19","guid":{"rendered":"https:\/\/ustechsolutions.com\/?p=9173"},"modified":"2021-12-23T14:57:38","modified_gmt":"2021-12-23T14:57:38","slug":"how-to-tell-a-beautiful-business-story","status":"publish","type":"post","link":"https:\/\/ustechsolutions.com\/how-to-tell-a-beautiful-business-story\/","title":{"rendered":"How To Tell A Beautiful Business Story"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.8.1″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_row _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Ian C. Tomlin serves as Chief Marketing Officer for USTECH SOLUTIONS, INC. Follow him on\u00a0<\/em>LinkedIn<\/em><\/a>.<\/em><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Is it worth investing time and money (independently or with the help of an agency) into getting your story straight? Here\u2019s my perspective as the chief executive of a storytelling agency.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Businesses are socially conscious these days.<\/h2>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

2021 will be remembered for lots of things \u2014 the increased popularity of hybrid work, COP26 and \u201cthe great resignation,\u201d to name just a few \u2014 but for me and many people, I think the big story will be how businesses have had to become more socially aware and join the debate on subjects they would probably have chosen to sidestep a decade ago.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

In this more socially engaged state, brands are rethinking how they communicate and making their propositions more human. A key weapon in marketers\u2019 armory for doing this is storytelling.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” custom_margin=”||35px|||” global_colors_info=”{}”]

At\u00a0US Tech Solutions, we use storytelling in almost every communications program across our business because we believe it contributes to adding clarity to our messaging in what has become a congested communications environment.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

It\u2019s natural for humans to tell stories.<\/h2>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Since the dawn of time, humans have used stories to educate one another. Storytelling has been the cornerstone of religious teaching and features heavily in modern coursework that educates children.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” custom_margin=”||34px|||” global_colors_info=”{}”]

You would think (wouldn\u2019t you?) that by the time people find their way into the corporate boardroom, they have developed this talent in spades. But telling stories isn\u2019t necessarily smooth sailing when you have a complex story to articulate.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Why tell a story?<\/h2>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Thanks to modern social media, competition for authority has arguably never been greater. Every business brand looks to represent itself as the authority on its chosen subject. In the 21st-century communications arena, that often means distilling information down to sound bites and conveying your messages in the smallest possible amount of space and time. To do that better than your competitive rivals, you need a great story.<\/p>\n

 <\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Furthermore, if you find a way to message your product offering in the form of a resonating story, it becomes more repeatable, referenceable and distributable. This is the essence of why stories became such a hit in the first place: It\u2019s so much easier to encourage others to repeat your message when you can frame it within an interesting human narrative that links people to places, plot and purpose.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

There are several core building blocks of a story.<\/h2>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Creating your story means stripping it down to some essential building blocks. In our case, we fixate on defining the:<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Protagonist<\/em><\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

They do say that a great story starts with an interesting protagonist that the audience can quickly learn to care about. Partly, this is about giving your character a rich personality and background. You can guess that \u2014 in a marketing context \u2014 we normally call that a persona profile. Every good business story paints a rich picture of the personality at the center of the unfolding story.<\/p>\n

Tip:\u00a0<\/strong>It\u2019s important that your audience can quickly identify the richness of this personality, so look for opportunities to create sound bite identifiers that characterize your protagonist and that will resonate with your audience.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Situation<\/em><\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Next, you should look for an event or situation that causes your protagonist to need to get a job done better. One would hope that this happens frequently to your audience. The ideal outcome of this \u201cintervention\u201d is to cause the individual to feel compelled to take action to resolve the pain or harness the opportunity you present to them.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Journey To Resolution<\/em><\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

In my experience, the best stories have the audience follow a protagonist through a trial-and-error journey where they first encounter a \u201csituation\u201d and finally \u2014 at the end of the story \u2014 find a resolution. In the case of business stories, painting a picture of the learning journey can help your audience humanize the challenges and makes for a more interesting story.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Aftermath<\/em><\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Remember that last five minutes of your favorite movie where the hero or heroine finds the perfect match in the perfect place as the sun sets on the idyllic scene? Good storytelling ends when you share the rewards of all the plot twists and turns. You should expose the pain relief or gains in very clear ways to leave behind a sustaining memory of how the story ended.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.8.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Final Thoughts<\/strong><\/h2>[\/et_pb_text][et_pb_text _builder_version=”4.11.3″ _module_preset=”default” global_colors_info=”{}”]

Great stories have a start, and middle and an end. Setting out this plot will help you to test whether your messaging is hitting home with your audience. Rather than assume your work is on point, the better option is to test your story with a small focus group of target individuals to find out how easily they understand it. This can help you to come up with better ways to adjust the words and phrases you use to deliver the story. Like all forms of persuasion, practice makes perfect.<\/p>\n

\u00a0Read our story<\/a><\/span><\/p>\n

 <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Storytelling is essential if you want your brand to grow. Why is it important and what are the steps to creating a beautiful business story?<\/p>\n","protected":false},"author":2,"featured_media":9178,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[7,10,21],"tags":[],"class_list":["post-9173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-intelligence","category-change-management","category-customer-experience"],"yoast_head":"\nHow To Tell A Beautiful Business Story - USTech Solutions<\/title>\n<meta name=\"description\" content=\"Storytelling is essential if you want your brand to grow. 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