You have the best product in the world. You know it, but your story about it? It’s not connecting with listeners.
That’s a problem because, as Serena Williams said at SXSW in March, if you can’t tell a compelling story about your idea, you’ll have trouble attracting customers or investors.
Let’s be clear: Storytelling is having a moment. And frankly, it’s finally getting the attention it deserves.
You don’t have to take Williams’ word about why founders and brands need a clear compelling story that connects. There’s plenty of proof around us. The most successful brands are also the ones who mastered the art of story. Apple, Nike and Patagonia all built their reputations and sales on a simple story that helps customers visualize how their problem is solved by the company’s product.
Stumbling Over the Story
My husband and I have been re-watching HBO’s Silicon Valley recently, and I’d forgotten how tremendously bad the show’s fictional CEO is at storytelling. Pied Piper founder Richard Hendricks has developed industry-changing tech but just cannot spit out his vision in any coherent way.
He stumbles over words, rambles, and gets visibly nervous when he needs to speak in important meetings or in front of large crowds. Whenever he needs to stand and tell his story, he vomits. Literally.
His awkwardness sets the tone, and his inability to tell a concise, meaningful story confuses and eventually loses his audience.
I kept thinking how he’d really benefit from someone on his team who is an expert on brand narrative.
The show is a parody, of course, but comedy works best when it’s grounded in truth. Plenty of people are inarticulate, but the bigger problem for Richard is that he doesn’t have a crisp story at the ready.
This works for the series, but not in real life. Founder and brand narratives are crucial because they set the stage for success – not just when pitching to investors, but for building brand trust with target audiences.
5 Questions to Build Your Story
Although it needs to be concise, crafting your narrative requires time, research, thought, and strategy. Don’t waste another moment. These five questions will help you frame your story.
1. Who is your ideal customer?
This is the most important question to answer, and so it’s the first one you need to ask before crafting your narrative.
You can’t sell to everyone. You designed your solution to serve a need, so describe in detail the person who is experiencing that need. If you’re a tech company with a product for finance professionals, start by creating a list of job titles and the roles they play in the buying process. For example, the VP of finance and the procurement manager may be the decision makers, while the accounts payable manager is the influencer.
Build buyer personas for each, so you understand their goals, motivations, frustrations, and informational needs.
2. Where did your idea originate?
You may have started your business in your garage, but customers and investors need to know more than that. Most founder ideas are sparked by personal experiences. They’re frustrated with things that don’t work, and when they realize they know how to fix the problem, that’s when businesses are born.
Origin stories are what makes ideas relatable. Once your listeners know you’ve been in their shoes, you’ve got their attention.
3. What’s the pain point and how did you solve it?
The next step is to take your origin story and help your listener visualize it. Paint the picture of your discovery in detail. Amp the tension by describing your frustrations. Talk through the steps of your solution – this forms the plot of your story. Allow the listener to walk alongside you from irritation to troubleshooting to experimentation.
This is your IMAX moment! Use simple, relatable imagery, so listeners can visualize every step and feel your excitement.
4. Why is your idea the best way to solve this problem?
Let’s me be straight with you: It’s unlikely you’re the first or the only one to solve this pain point. What are you doing that’s new and different? What are you doing that no one else is? And why are you unique or better?
Your unique selling point is the heart of intrigue and the hook of your story.
Dive into your competitor’s solutions to determine what’s different. But be careful not to rely on your own observations. Take what you’ve learned and validate your assumptions with users. Getting their point of view will strengthen your story.
5. What are your proof points?
There is strength in numbers. In this case, data points that heighten the need for your solution. Analyst and survey research provide third-party validation of your idea. Research gives you the information you need to frame your story in the context of current and emerging trends, helping you explain the benefits, risks, and stakes more clearly.
Most importantly, weaving these points into your story adds credibility.
3 Tips for Shaping Your Story
These elements form the building blocks of your story. You’ll have more information than you can cram into a compact story, so it’ll take some work to shape it into the powerful narrative you need.
Here are three tips to keep in mind:
1. Drop the tech speak: Use common words and phrases and stay away from corporate speak.
2. Don’t overpromise: We all have lofty ambitions and that’s ok. But “making the world a better place” is hyperbole. No one believes it.
3. Keep it concise: Follow the rule of the “elevator pitch.” Be sure you can sell your vision in 60 seconds or less.
Remember, storytelling is the most underestimated skill in business. If you need help crafting your brand narrative, reach out to us.
