Every person, business, and nonprofit reading this blog post has a story to tell. The problem is that you may need help understanding why your story matters to begin with, where to begin, or how to improve storytelling once you've started.
Let me assure you–you're not alone.
It's not easy to shape your story–or your company's story–in a way that feels authentic, speaks to your heart, resonates with your audience, and ultimately boosts your brand.
Storytelling takes time, creativity, and patience to uncover the most meaningful details and show how they align with your customers' future experiences with your company. Sure, it might seem simpler to stick to the basics—products, services, how you help people, etc. But let’s be honest, your competitors are saying the exact same things.
You don't want to sound like everyone else. That's where your story can really help!
Improve Storytelling: Why It Matters
Stories connect us: Stories engage emotions and are more memorable than facts.
Stories humanize your brand: Storytelling makes you approachable and relatable.
Stories make you different: A compelling story gives your audience unique context ... beyond what competitors can claim.
Stories add value: Improve storytelling, and you'll suddenly have a stockpile of authentic stories that deepen customer loyalty and elevate your brand.
Stories create continuity: Quality storytelling helps link the past, present, and future.
No one has your story–so TELL IT!
10 Tips To Improve Storytelling and Boost Your Brand
Share your "why" – You probably hear this all the time, and for good reason. It's important that you know your "why" and that others learn it as well. Think beyond profits ... connect with something meaningful (a personal challenge, a passion for helping people, a unique journey, family history) and take your time expanding upon it.
Lean into vulnerability – Sharing in detail how you navigated uncertainty or failure builds trust and creates a compelling narrative. Lean into these elements of your story and be authentic as you relate them to how you use them to help your audience.
Speak "to" instead of "at" your audience – Your audience wants to feel as though you are speaking directly to them. Think of it this way: when you speak to someone, it’s a conversation. When you speak at someone, it’s a monologue. How do you do this? Words like "you" and "your" create a direct sense of communication. You can also address their specific needs or pain points and write like you're talking to a friend.
Use simple language – Don't lean into jargon, complex terminology, etc.
Make your audience the hero – Your audience doesn't just want to hear about how great you and your company are. They want to see themselves at the center of the story, so a great way to improve storytelling in this area is to shift the focus from what you offer to how you can empower them to succeed, solve a problem, or achieve their goals.
Invest in your narrative – Share your story in as many places as possible (your website, blogs, advertising copy, photography, video, newsletters, social media, print advertising, and even your 30-second elevator pitch). The more places you share your company's story, the more likely you will reach someone who really needs to hear it.
Emotions over facts – Facts inform, but emotions inspire. Share stories that tap into feelings like joy, hope, struggle, or triumph.
Embed your values – Weave your core business values into your stories to communicate what your brand stands for and why it matters.
Evolve your story – My story has changed considerably over the past decade. I bet yours has, too. As you and your business grow, update your story to reflect new challenges, milestones, or achievements. A dynamic story keeps your audience invested.
Engage, engage, engage – Engage with your audience to improve storytelling. This is especially true on social media, as this is your chance to show your personality and that you genuinely care about your audience and followers.
When In Doubt, Hire Edit This To Tell Your Story!
If you want Edit This® to handle your company's storytelling needs, call us today! We like to say we handle anything involving the written word—from newsletters and website copy to book editing, ghostwriting, blog writing, and everything in between.
If it involves the written word and ways to improve storytelling, we've probably worked with it.
Whether you need us to write content from scratch or improve something you've written, Edit This is the local writing and editing partner everyone needs. The last thing you want is mistakes in grammar or an important message that comes across differently than you hoped.
Our writing and editing services cover clients nationwide but are local to anyone in Denton, Corinth, Lake Dallas, Shady Shores, Hickory Creek, Lewisville, Flower Mound, Highland Village, Argyle, and the rest of DFW.
STEVE GAMEL is the President & Owner of Edit This®, a writing and editing services company in Denton, TX. He is also a consultant, writing coach, and the author of Write Like You Mean It: Mastering Your Passion for the Written Word. Steve handles anything involving the written word. Give him a call today to help give your business a clear voice.Â