The Best Business Storytellers Do These 2 Things
Business storytelling can support small business marketing…or not.
A few weeks ago I came across a fascinating story on a business owner’s blog. The story has the potential to inspire my audience and teach a valuable lesson. I immediately invited the business owner to be a guest on my podcast.
The business owner initially was enthused…but then she pulled back. She hadn’t realized how her story might come across to others.
It’s not the first time this has happened. We’re seeing a lot of business storytellers out there. In my experience, the TWO things that set apart successful storytellers from unsuccessful storytellers are:
(1) They are marketing strategists first and storytellers second.
They begin with the question, “What is my goal as a marketer?”
For example:
In this marketing piece, do I want to use a story to sell — to get listeners to say, “I *must* have that!”
Do I want to explain and differentiate my services?
Or do I want to engage and introduce myself as the human behind the website?
