Master Business Storytelling Even If You Are Not a Great Writer
Did you know that all great business stories follow a very simple formula? Yes, there are business storytelling techniques.
Aha! The art of storytelling goes back to Carl Jung, a Swiss psychiatrist, who first recognized that there are universal tendencies in all humans. Jung noticed that because we share these universal human tendencies, we can outline certain patterns that serve as a doorway between the mind and human behavior. In this article, I will show you how to master business storytelling without spending hours even if you are not a great writer.
Want to know how? Then, keep reading.
First, you must select the type of journey your business story relates to. Remember, you are the main character. According to HCC, here are the types of journeys:
The quest for identity
The epic journey to find the promised land/to found the good city
The quest for vengeance
The warrior’s journey to save his people
The search for love (to rescue the princess/damsel in distress)
The journey in search of knowledge
The tragic quest: penance or self-denial
The fool’s errand
The quest to rid the land of danger
The grail quest (the quest for human perfection)
Second, outline your business story using Russell's Brunson's formula for success. If you haven't read his book Expert Secrets yet, I highly recommend getting the book asap. It will be a key player in finding your message, building your tribe and changing the world as an entrepreneur.
Brunson learned the art o business storytelling by listening to an audio book called "The Hero's 2 Journeys" which follows Jung's psychology principles at its core. Want to know the best part? You too can follow this formula and create a successful business story you can share on your website about page, landing page, social media, and public speaking events. Here's the formula for mastering your business story:
Build rapport by creating a bond of togetherness. This is your backstory. Brunson states that the fastest way to do this is by selecting two of these attributes below as your core identity:
Victim: Outside force encourages your audience to root for you. Jeopardy: If you are in jeopardy, your audience will worry about you. Likable: If you portray yourself as likable, your audience will want to be around you. Funny: Using humor, will create a sense of ease and connection. Powerful: Portraying a sense of power in your approach, will give you authority. Your audience will inspire to be like you.
Next, share your desires by focusing on your struggles. What do you want to accomplish? This will give you the opportunity to talk about your character flaws that led you to a place of unhappiness and struggle. This is extremely important because vulnerability is key to trust. These flaws build rapport and give you a foundational opportunity to connect with your audience at a deeper level.
Then, you hit a wall. Explain what that was.
Then, share your appetite for something much greater--"there has to be another way" type of scenario. This is your call for adventure. Brunson explains that as a hero of the story, you will either try to win something (competition, love, prestige, fame) retrieve something and bring it back; escape something that is causing pain; or, stop something undesirable from occurring. Is this making sense so far? Let's keep going!
Next, something along your initial journey will enable you to get laser focused on your goal and end point. Brunson refers to this as a change of plans because you now have a visible goal with an end point. This is the new opportunity. The stakes are higher and this is the only way. What happens that makes this the only way? How did the stakes get higher?
Create a plan of action to achieve your goal. What was it?
Then a major setback occurs. What happened along your journey that caused you to momentarily believe all hope is lost? How did it feel to think you will fail? Why did you think you would not make it?
But, in the end, your dedication pays off. You made it. This is your success or climax. Your goal is met. What was it?
Except, you now realize that the true journey was not the achievement, but the inner transformation. How did your journey make you feel reborn by changing you spiritually, physically and emotionally?
But...here's the kicker. And by now you probably realize it.
Each story has two journeys. Let's say your story is about escaping the pain. That is your first story. The second story is the journey of transformation. This second story is part of every success story. Because while the first journey gets you to the end goal (no more pain), the true success stems from within--an inner transformation that changes everything. This second story is your life metamorphosis and the reason you are now telling your story. It is your core why. This transformation, not the achievement, marks the end of your story.
What's the bottom line:
The "Hero's 2 Journeys" formula is a proven method for mastering your business storytelling. Start by creating an outline using steps 1-9 above and then add detail. Practice mastering your business story telling so you are able to make it a short story or a long story depending on the format and audience. This formula is a secret method most marketers and big businesses use to create emotion, build trust and increase conversions.
I know you can be successful with this formula. But sometimes the information alone is not enough. Most people need more than information alone. If you need additional guidance with your business storytelling, email me at firstname.lastname@example.org. Let's schedule a free chat to get your business story started.
PS: Tag me on Instagram when you try this formula and let me know how it goes.
[Full Disclosure: Some of the link used may be affiliate links. This means that at no additional cost to you, I may earn a small commission if you click through a make a purchase. Trust & transparency is important to me and I work hard to ensure I only recommend what I call "game changers" for your business.]