• Latest from Columns

    Photo 185991668 © BiancoBlue | Dreamstime.com
    Photo 161233010 © Jamesteohart | Dreamstime.com
    Photo 43963025 | Business © Choneschones | Dreamstime.com
    Photo 144580460 © Thinglass | Dreamstime.com
    Direct Mail Dreamstime L 144580460
    Direct Mail Dreamstime L 144580460
    Direct Mail Dreamstime L 144580460
    Direct Mail Dreamstime L 144580460
    Direct Mail Dreamstime L 144580460
    Photo 123911246 © Artur Szczybylo | Dreamstime.com
    Your company culture is the sum of the company values. Everyone may not share every value, but everyone should accept and be compatible with every value.
    Your company culture is the sum of the company values. Everyone may not share every value, but everyone should accept and be compatible with every value.
    Your company culture is the sum of the company values. Everyone may not share every value, but everyone should accept and be compatible with every value.
    Your company culture is the sum of the company values. Everyone may not share every value, but everyone should accept and be compatible with every value.
    Your company culture is the sum of the company values. Everyone may not share every value, but everyone should accept and be compatible with every value.
    Photo 149374189 © Bigtunaonline | Dreamstime.com
    Tik Tok Dreamstime L 149374189
    Tik Tok Dreamstime L 149374189
    Tik Tok Dreamstime L 149374189
    Tik Tok Dreamstime L 149374189
    Tik Tok Dreamstime L 149374189

    Tik Tok? I Think Not!

    April 13, 2023
    Zerbor/iStock/Getty Images
    Getty Images 1220918615
    Getty Images 1220918615
    Getty Images 1220918615
    Getty Images 1220918615
    Getty Images 1220918615

    The Benefits of Storytelling

    March 3, 2022
    Who are you? How did you start your company? How are your employees helping customers in unique ways? All are stories that you can craft to give your community insight into your company's service mission.

    Humans love stories. We always have. Lately, the business world has begun to recognize the power of storytelling. 

     Here are five reasons storytelling can help your business and five tips for crafting a memorable story. 

    1. Stories are Part of Our DNA 

    Long before we had a written language, we told stories. We sat in tribes around campfires and share stories. These were stories about hunting and finding food.  They were stories about danger. They taught us lessons that kept us alive, that helped us survive. They are embedded into our DNA. We are programmed to respond to stories.

    2. Stories Entertain

    Most business communication is boring. We read what is necessary because we seek information. It’s not that we enjoy the process. Few people read business or marketing communications for the entertainment value. We read stories to be entertained. If you can share your message in a story that entertains, more people
    will read or listen to it because they consume it with enjoyment, not just necessity.

    3. Stories are Remembered 

    When we share a story, we are sharing lessons. Each of Christ’s parables embedded lessons we study today. Aesop’s Fables included lessons and morals. The lessons are remembered because the stories are memorable. 

    4. Stories Evoke Emotions

    Told correctly, utilizing the senses, the audience of a story is pulled into the narrative. The audience feels what the storyteller feels. This is important because people make decisions for emotional reasons and seek ways to logically justify it afterwards.

    5. Stories Persuade

    Because they evoke emotions, stories can persuade. A business leader can use stories to bring the team around to adopt his viewpoint. A marketer can use them to persuade people to choose on company over another.

    Tips for Crafting Compelling Stories

    There are literally books written about telling stories. Here are five quick tips that will get you off to a good start.

    1. Include Conflict

    A good story has conflict. There is tension and suspense. The storyteller creates a
    challenge with an uncertain outcome.  The storyteller uses the conflict to inject emotion by engaging the senses, adding fear, excitement, and so on.  

    2. Take a Journey 

    Most stories involve some kind of journey. The storyteller carries you from Point A to Point B and what happens along the way changes the protagonist.  Some stories are the evolution or arc of a character. Some involve physical journeys. Others are emotional. The journey keeps us interested. 

    3. Communicate a Moral

    In a business setting, your story should be designed around a moral or lesson. What is the point of the story? What is the message you are trying to convey?  Often, the moral is summed up at the very end. 

    4. Include a Beginning, Middle, and End 

    There is a reason most plays consist of three acts. Most good stories have a beginning, middle, and end. The beginning sets the stage. The middle is the journey.  The end should never be revealed until the end. Otherwise, we lose interest. 

    5. Focus 

    It is easy to stress the unimportant in a story. For business storytelling, it is essential that you trim the story down to the most important elements. Keep a tight
    focus. Keep a fast pace. This keeps the audience’s interest. 

    To start your storytelling, create two versions of your company’s origin story. One is for employees. The other is for the community. The origin story can be part of your employee recruiting program or it can be part of your orientation. It helps give purpose for the company. It shares the why of what you are doing. 

    The community focused origin story can be used with customers, at home shows, and when speaking at a service club or networking group. By nature, a community focused origin story will help you stand apart from your competitors, make your brand more memorable, and give people a reason to seek you for business.

    For more business advice, help, and free contractor focused downloads, visit the Service Roundtable at www.ServiceRoundtable.com or call 877.262.3341.