top of page

"What's your story?" (and why telling it helps your brand stand out)

Updated: Dec 27, 2022

Make your "story" the cornerstone of your brand strategy. Photo: Antony Scully

“Storytelling is by far the most underrated skill in business. ” — Gary Vaynerchuck

As a child, every night before bed, my dad would round up my brothers and me and we'd snuggle into bed together.

He'd then tell us the most amazing stories, complete with singing in different voices-making it come alive in our imagination.

I'm 58-and I still remember those "tall tales" like it was yesterday.

Such is the power of a story told well.

Truth is, your brand isn't your logo, font or color palette.

Now don't get me wrong-visuals matter (after all, Instagram was once a photo sharing platform). But unless you can craft a story that moves beyond the images and creates a "Purpose" for your product/service; it'll fall flat.

To engage and keep your "ideal client'-you'll have to make it "mean something".

'Cause without that emotional connection:

  • Why should they care?

  • Why should they want to know, like and trust you?

  • Why should they "stick and stay"?

See where I'm going with this?

Speak your truth, cause somebody out there needs to hear it-Molly Ho

So, how can you tell a great story?

Start here:

  1. Know who you're talking to.

It's always gonna be about your "ideal client"- ALWAYS. But having said that, who you are, and what you stand for (or against) also matters. Therefore, the more you know about them, the easier it becomes to engage through storytelling.

Think of it as a conversation-one where you're sharing:

  • How you got started;

  • Why you chose a particular name for your company;

  • When you first knew you wanted to be an entrepreneur.

The list is endless.

The point here, is that the more they see you as a "person", the easier it is to also see you as an "ally"- and they'll start sharing right back.

Shared experiences allow us to forge bonds-it helps us to belong! Photo: Antony Scully

2. Show, don’t tell.

Social media is a fast-moving feast for the senses-and everyone's overloaded.

According to recent figures, on any given day 79% of users scan rather than read.

To reach their "sweet spot", you'll need to go where they are-using video content.

This means talking to them:

  • On camera.

  • Showing behind the scenes of your day.

  • Hosting a Q&A

  • Doing a "Live Training"

Which allows for much more engagement than words alone-and don't worry if you're "Shy to start"- voiceovers are equally as effective.

Marketing is no longer about the stuff that you make, but the stories you tell -Seth Godin.

3. Manage their expectations

A great story has a beginning, a middle and an end.

To make this happen-control the moving parts-in other words tell them what you're going to tell them - in easily digestible portions, all the while making it specific to them!

This means:

  • Staying away from "Jargon",

  • Not using big words where simpler words will do,

  • NOT using long-winded paragraphs.

  • Making sure that when you've run out of things to say-You STOP!🙋‍♀️

Do this-and they'll listen.

Make your storytelling "relevant"- It's a proven fact that parents buy what children're selling a kid-friendly product? Start there. Photo: Antony Scully

4. Make your story memorable.

Remember we started with my Dad's bedtime stories?

Truth is, it wasn't just the story; it was the entire "experience"-cuddled up with my brothers, the sense of "belonging", of family-of LOVE.

It's the same for your targeted clients-they want to "feel" who you are-and the "transformation" you're bringing to their lives.

So go ahead and give them that-by making sure your story has:

  • Memorable characters;

  • A "Zero to Hero" plot;

  • Emotion;

  • A "Life Lesson" - something actionable they can use.

Packaged into a narrative that ensures it's heard.

The first draft is you telling yourself the story-Terri Pratchett

I'll stop here...

For more, come join my FB Group ZOMA LITE- here's the link:

You can also book one of our "awesome" 1:1 Coaching Sessions,

And of course, you can follow us on Instagram

And let's start crafting a story both you and your clients will love!


bottom of page