Business Storytelling: 3 Golden Rules to Succeed



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Businesses Storytelling is a new buzzword in the world of marketing. 


But, why do we need stories in our business? Isn’t business all about facts and figures, profit and loss, top line and bottom line, data-driven power points, and bulleted lists? 


Well, the truth is – business is much more than all this. There’s another side of the business that plays a vital role in its success – the human side. And business storytelling helps you:


  •  Stimulate human emotions, and connect with your audience in a powerful way.
  •  Elevate you from a simple business selling a product/ service, to a vibrant brand offering trust, quality, and credibility.
  •  Change customer’s perception about your business, and enhances quicker customer acceptance and growth.

Remember the famous Apple Ad? 


It went like this…


” On January 24th, Apple will release McIntosh and you will see why 1984 wouldn’t be like 1984″. 

If you have not seen the ad, refer to the video


It was a revolutionary way Apple introduced Macintosh personal computers in 1984 through an advertisement that ran during the Super Bowl. The advertisement helped define Apple as a brand, and transformed the Super Bowl into a must-see media event.


What made this Apple ad so popular and memorable?


The answer is – Storytelling. Through the advertisement, Apple created a perception to break the rules and innovate the design. With this new and unexpected way of engaging people, Apple was successful in targeting Gen-X, who became the biggest consumers of Apple products making it a leading brand in the world.


Now, for any business story to succeed, there are certain rules.


Rule 1 – Use stories that persuade your target audience

The number one rule is to understand your target audience. Before you craft a story, try to identify who your customer wants to become, and how they want to be perceived. Do they want to feel sophisticated or bold? Do they like to follow the tradition or have a rebellious streak?

Once you understand what your audience wants to be perceived, craft stories that are persuasive to them. Tell stories that encourage people to believe that you helped them accomplish what they want to become. For example, Apple was targeting Gen-X, who want to be perceived as the rebellious kind. And Apple’s ad hit just the right chord with its target audience.


Rule 2 – Once you take a stance, stick to it

Once you know what relates most to your target audience, and project yourself to support them with what they like, you need to STICK to it.


The point is – you can’t change the storyline. You can’t suddenly move your storyline to a completely different spectrum. If you have crafted a story of rebelliousness, innovations, and most trendy feature, you can’t change it to royalty, old is the gold theme.


For example, Apple created an image of a rebellious product, a product made for the youth in all its flavor. And it subsisted its story by bringing in a line of design innovations. New and better design became the mantra. So much so that in many instances, it cannibalized its own product, when it felt that better design could be served. 

According to Steve Jobs ” If you don’t cannibalize yourself, someone else will”. 

So, he was making a point that any new design, trendy feature, or gen-X innovation that appeals to youth should be served by Apple and Apple Inc only.


Rule 3 – The story must be aligned to the theme of your product/service

You can’t pick up any random story for your product/service. The persona of the product/service is equally important. Similarly, your business story imparts a voice or an angle to the story of your product/service. 


Most of you must be knowing about Chris Gardner of the Gardner Consulting, right? From the famous Hollywood movie – ‘The Pursuit of Happyness’, starring Will Smith? 


Now, after knowing the business story of Chris Gardner, if you go in for financial consultation from Gardner Rich and Co, wouldn’t you expect the charisma of Chris Gardner to reflect in his product? 


Of course, you will. 


At the end of the day, you believe their story so strongly that once you have taken financial consultation from them, you trust that they have worked hard to the last details. 


If you abide by the above golden rules, you can take your business to the next level. 


Now, are you prepared to craft your business story and connect with your audience emotionally? 


We, at LexiConn, know through our experience how business stories can change fortunes. We are here to help you create an exclusive, authentic space for your business in the market and gain customer trust. Hire one of our business storytelling experts today, and make a difference in the way customers see your brand.