Stories make you MEMORABLE!

There are Classic Stories, Short Stories, News Stories, Story Boards and Story Time. Why then do we have Company "Overviews", Personal "Profiles" and Project "Descriptions"?

Storytelling in business is an important aspect of defining who you are, what you do, why you do it, and why it makes you the best. Most people who lead businesses are truly passionate about what they do. However, they often don't understand how to communicate their passion in an interesting, and even fun, way that will make their clients want to read more.

Good stories in business are much the same as good stories in literature; they have a theme, a plot, characters and problems to solve. I am a mystery novel junkie. My favorite books have very similar features: unspeakable crimes, cool protagonists, an evil villain, lots of twists and turns, and a thrilling resolution.

While my clients have never committed unspeakable crimes (I hope), they each have a story with the same primary elements as any really good book:

The Big Idea

Why are you in business. What makes you excited to get out of bed and go to work each day. These ideals form your Brand, which is the outward expression of your Core values, mission statement, vision and competitive advantage. Once you have figured out your Big Idea, it should be carried through in every element of your marketing communications strategy.

Heroes and Villains

Your clients need to be the heroes of your stories. The villains are those who stand in their way – competitors, regulatory agencies, decision-makers who stall completion. Before engaging in your storytelling activities, create personas of your potential heroes and the villains who plague them. This enables you to create heroes that segments of your client base can relate to ultimately succeeds. To differentiate your firm, characterize your team members as visionary leader, innovator, technical genius, care-giver, implementer – people who have dedicated their lives to fighting the villains your heroes face.

Conflict

The inevitable pinnacles and pitfalls characters face as they embark upon each project, economic cycle, and/or challenges in their lives.

Resolution

The successful outcome made possible by your BIG IDEA. Resolving challenges is what makes a business worth building, a presentation compelling or an article newsworthy.

Honk Alert!

Need help transforming your commoditized firm into one with branded content that differentiates you from the pack? DB Creative Communications is a consulting firm specializing in content marketing strategies that will elevate you, your team members and/or firm into a visible leader. Deborah Briers, CPSM, MBA, provides insight, content and a plan for implementing inbound marketing strategies that focus on delivering client benefits, not generic services.