7 Types of Stories You Need in Your Business
Unlock the Power of Storytelling to Connect, Engage and Inspire Your Audience
Do you want to learn how to tell your business story in a way that engages and inspires your audience? Whether you are a marketing professional aiming to elevate your brand’s presence or a business owner looking to connect with your audience, storytelling is a powerful tool that can transform your business communication.
This article will teach you 7 different types of stories you can tell in your business. Every kind of story has its unique characteristics, and it is essential to understand which one best suits your business message. If you’re wondering about the significance of storytelling in today’s digital age, especially in video marketing, you can read more about The Power of Brand Storytelling in Video Marketing. We will also show you the effects a well-told story can have on your marketing and business objectives.
So, let’s break down the storytelling process!
Like most things in life, storytelling needs structure; it requires a sound framework to build on. This is why we have seven types of stories, so you can understand which one best fits your business message.
The seven types of stories are:
– The Why Story
– The Teaching Story
– The Values Story
– The Impact Story
– The Vision Story
– The Origin Story
– The Objections Story
We’ll go into each story type below.
1. The Why Story – A Story of Purpose
This story reveals the core values and driving forces behind your business. It answers the fundamental question: Why does your business exist?
Why Your Business Needs It:
– To connect with your audience on a deeper level by sharing the core purpose that drives your business.
– To build trust and credibility by showing the authentic motivations behind your brand.
Crafting Your Why Story:
– Start with the origin story of how the brand or idea got started. Through this experience, have your character share what motivates or drives them to continue to grow or do this work.
– Have your character share the most personally memorable, specific story of how their work has impacted others. Then have them reflect on how their impact made them feel and how their impact drives their work.
Example: Imagine you run a sustainable fashion brand. Your Why Story could revolve around your personal awakening to the environmental damage caused by fast fashion, and your resolve to create a change.
How to Use and Distribute:
– Feature it prominently on your website’s “About Us” page.
– Share it on social media platforms to engage with your followers.
– Use it as an introduction in webinars or presentations.
2. The Teaching Story – A Story that Educates
This story is designed to impart knowledge and insights. It positions your business as an expert, teaching your audience something valuable.
Why Your Business Needs It:
– To establish your brand as a thought leader in your industry.
– To educate your customers about a complex product or service in an engaging way.
Crafting Your Teaching Story:
– Identify the Concept: Start by defining the idea you’d like to teach with this story.
– Find the Story: Find a character who has a moment in time when they or somebody they know learned this concept.
– Define the Conflict: The goal of the conflict in a Teaching Story is to set up what’s at stake and why this information is essential.
Example: If you’re a digital marketing agency, your Teaching Story could be about a small business owner who learned the importance of SEO and how it transformed their online presence.
How to Use and Distribute:
– Create a series of educational blog posts or videos.
– Share it on LinkedIn and other professional networks.
– Use it in workshops or training sessions.
3. The Values Story – The Story of Principles
This story showcases the core values that guide your business. It illustrates how these values are embodied in actions and decisions.
Why Your Business Needs It:
– To attract customers who share similar values.
– To differentiate your brand in a crowded market.
Crafting Your Values Story:
– Define the Value: Find a person who has experienced this value in action. Help them hone in on one specific experience by asking questions.
– Find the Character with a Specific Experience: Break down the experience into a clear beginning, middle, and ending.
Example: For a company that values sustainability, a Values Story could focus on the journey of a single product from ethically sourced material to a satisfied customer.
How to Use and Distribute:
– Showcase it in your company’s recruitment materials.
– Feature it in your annual report.
– Share it on social media during relevant awareness months or days.
4. The Impact Story – A Story of Change
This story highlights the positive changes that your product or service has brought about. It’s a powerful way to showcase real-world results and benefits.
Why Your Business Needs It:
– To illustrate the tangible benefits of your product or service.
– To inspire potential customers with real-life success stories.
Crafting Your Impact Story:
A New Take on Testimonials: An impact story, often likened to a testimonial, goes beyond a simple endorsement. Here, we highlight real individuals and the transformations they experienced through our product or service.
Example: Consider a solar panel company sharing the journey of a homeowner who significantly reduced their energy bills and carbon footprint through their installation.
How to Use and Distribute:
– Use it as a case study on your website.
– Share it in email marketing campaigns.
– Feature it in your booth at trade shows.
5. The Vision Story – A Story of the Future
This story paints a vivid picture of the future that your business is striving to create. It’s about inspiring your audience with your long-term vision.
Why Your Business Needs It:
– To inspire and align your team around a shared future goal.
– To attract investors, partners and customers who want to be part of that future.
Crafting Your Vision Story:
– Lead with Desire: Personify the brand, or choose a character who is helping to lead the charge in the business. Highlight the more important goal or desired impact of their work.
Example: If you’re a tech startup focused on clean energy, your Vision Story could paint a picture of a world made better through your innovation.
How to Use and Distribute:
– Use it in investor pitches.
– Feature it in a prominent section of your website.
– Share it at company-wide meetings to inspire and align your team.
6. The Origin Story – A Story of Beginnings
This story narrates the genesis of your business. It takes your audience back to where it all began, making your brand more relatable and authentic.
Why Your Business Needs It:
– To humanise your brand and make it more relatable.
– To build trust by showing the roots and authenticity of your business.
Crafting Your Origin Story:
– Choose Your Character: Your character should be somebody involved in building the business from the beginning.
Example: The story of how the founders met and the challenges they overcame to start a renewable energy business.
How to Use and Distribute:
– Use it as the foundation of your “About Us” page on your website.
– Share your Origin Story video as part of a crowdfunding campaign.
7. The Objections Story – A Story that Overcomes Doubts
This story tactfully addresses the reservations or objections that potential customers might have. It’s about turning scepticism into trust.
Why Your Business Needs It:
– To proactively address and overcome potential objections or concerns from customers.
– To build trust by showing that you understand your customers’ concerns and have solutions.
Crafting Your Objections Story:
– Clarify the Objection & Choose Your Character: Identify the most common objection received from clients, customers, etc.
Example: Consider an engineering company looking to transition to a more sustainable energy source for its operations. The Objections Story could focus on the initial hesitations of the company’s board about the upfront costs and potential disruptions to their operations. However, after realising the long-term cost savings, increased energy efficiency and positive environmental impact, they fully embraced the transition, positioning themselves as industry leaders in sustainability.
How to Use and Distribute:
– Use it in sales presentations to address objections upfront.
– Feature it in a FAQ section on your website.
Summary
In this guide, we’ve broken down 7 types of stories that can supercharge your business marketing. These stories are more than just narratives; they are strategic tools that can help you connect with your audience on a deeper level, humanise your brand and drive meaningful engagement.
Remember, storytelling is not just about telling tales; it’s about crafting narratives that resonate with your audience’s values and aspirations. It’s about painting a vivid picture that can inspire, educate, and move people to action.
So, start crafting your stories today and watch your business grow!
Acknowledgements
This framework for storytelling is inspired by the Muse storytelling process, which has been a significant influence on our work at Reach Video. Muse has developed a powerful approach to crafting impactful, purpose-driven stories, and we highly recommend checking out their process for a deeper dive into the art of storytelling.
Ready to Take Your Storytelling to the Next Level?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions.
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