We rarely remember the last social media post we read or even a breaking news press release. However, what we tend to remember is how something made us feel. Therefore, how you structure your business story is critical in having your audience connect with the correct elements of your content. And in turn, bringing them from reader to buyer.
In this blog, we’ll share with you a few elements that we believe should be a part of your business story.
In a Good Business Story …
- The brand/business/person has to achieve a goal
- There is a conflict/pain point identified (and solved)
- A storyline that requires a brand lesson or teachable moment
So, before anything else start with your goal. What is the purpose of what you are about to share with your reader? There is such a thing as too much content when it falls short of your goal.
Avoid falling into the ‘posting to post scenario. Instead, always do your best to be intentional – this is why creating content when you have the time to bank for later is an excellent practice. This will help you avoid rushing posts that fall short of your overall goal.
Quit Boring your Readers!
Ever find yourself falling into this trap of wanting to share the latest facts and stats about your industry? Maybe trying to scare your audience into why they need your product or service?
Captivate them! Pull them in with a powerful intro to your story. Sometimes that shock n’ awe is a great place to start — as long as it’s authentic and genuine. This is not your opportunity for clickbait headlines or smoke and mirrors.
Consider using a rhetorical question that has the reader thinking and, more importantly, needing to know more. Achieve this through descriptive, emotional words — not through data and statistics.
It is sporadic to find emotion in numbers.
Speak their Language
Regardless of your industry, getting caught up in the industry jargon isn’t uncommon. It’s like that water cooler chat when you use all the acronyms and language only you and your ‘team’ would know.
Be straightforward and specific when you are structuring your business story. Your audience must know what you mean explicitly. If they start to feel unclear about your story, it will leave them with a feeling of discomfort or uncertainty.
And guess what?
Those feelings will not create sales. They do the opposite.
A Great Business Story has a Narrative.
Don’t just give your business story a beginning, middle and end. Give it substance! Sure, the structure is essential – there should be characters, a climax and a sold close. But make sure you don’t skip out on the details.
This also includes when you use images in your content. Finally, create some narrative – help people understand why they’re looking at it and, better yet — why they’re looking at it.
Think about the last picture you posted;
- What does it say to your audience?
- Would it prompt them to reach out to you?
- How can they apply this to their life?
- What was your intention in posting it?
- Was there a goal attached?
Please understand that not every single post should ever be related to your business. However, you are your brand, right? Therefore, everything you post should be aligned somehow, so ask the tough questions first, avoiding explanations later.
Entertain or Educate – Don’t Sell!
We know we stress this point a lot — however, you may (or may not) be surprised how much of this we still see. If you are building a business using social media, it is SOCIAL. We don’t come online to social platforms to buy.
We often purchase things as a default, but it is never our primary goal. So start with the content and business story your audience wants to see – sales will come.
Patience will help you to get there. Rushing the process will diminish the likelihood.
