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How to Use Storytelling Principles for Great Business Writing

When someone says "Your brand should tell a story," what do they mean by that? 

We believe it means that you should minimize conflict through answering objections in a smooth, cohesive way. This means using personality, anecdotes, and yes, stories, to address all potential risks related to purchasing your product or signing up for your offer. For instance, maybe a new prospect doesn't see the value in your offer immediately, or they don't understand how your product solves their problem, or even the technology behind it. Maybe that prospect downright doesn't trust you, for whatever reason. These are exactly the kinds of hiccups in the sales process that great content - and elegant storytelling - can and should address.

But what is storytelling anyway?

Storytelling, in many ways, is how we share our ideas, and there is a tried-and-true science behind it. Here's how the late, great writing teacher Jerry Cleaver expressed the formula for great storytelling:

Copy of Conflict +Action + Resolution = Story (1).png

 

Now how can this be applied to business writing?

Our goal in business isn't necessarily to tell a compelling story - although that's certainly a plus  - it's to incite action. And action can be anything from signing up for an email list to purchasing a product through your site. Here's how we've readjusted Jerry's formula specifically for business writing:

Conflict +Action + Resolution = Story (1).png

In other words, your product is the resolution to your customer's problem (aka what they walked in with). Your story is why they should care. The conflict is every reason why they won't buy, and action is your overall goal. What does this mean? That you've got to communicate value and resolve conflict through your business-minded storytelling in order for your customer to click on your offer, purchase your product, or tell the world how awesome you are.

And that's exactly what we help entrepreneurs accomplish through our services. Of course, if you'd prefer to DIY, you could always sign up for our upcoming books, where we'll break down this process from beginning to end so that you're left with stunning content and a strong message. To learn more about our upcoming Word of Mouth eBook series, head here. Or, if you'd prefer to just hire us to write stuff for you, shoot us over an email. We're all ears.