Add This One Element Now to Boost Your Story Power

Think back to a business or networking event you were at in the last few weeks. Maybe even a family gathering or standing in line at the store. Someone likely asked you, “What do you do?”

Think hard--what was the expression on the listener’s face as you started to explain? If it was rapt attention and excitement, congratulations, your story is amazing. If it was confusion, boredom or irritation, you story needs work.

For example, let’s say Joe at Righteous Roofing ran into Thelma, an old high-school classmate, one day at the grocery store. Joe and Thelma are catching up when Thelma asks, “What are you up to these days?” Joe, who loves a good spec sheet, explains that he’s in roofing and is very excited about the AsFault Tile line he’s bringing in because of its unique material make-up. After a few minutes, Thelma quietly sighs, clears her throat and starts digging for her keys. As soon as Joe takes a breath to launch into more detail, Thelma quickly offers, “That’s wonderful! Congratulations on your business, Joe. It was great to catch up!” She’s out the door before she’s even finished her last sentence!

While Joe knew that owning a roofing company would be lucrative—the tipping point for him was actually a product tour he’d attended with a vendor. The day of the tour was the day after a big hail storm had hit nearby. The vendor drove Joe through a particularly damaged neighborhood, and the vendor pointed out the houses where higher quality materials had been used. Most of these houses sustained little damage, saving the residents thousands of dollars and lots of time and worry.

On that day, Joe’s a-ha moment was that he could have a positive impact on his customers by making sure they used roofing materials that could truly protect their homes and belongings in the face of high wind, hail, heavy rain and UV damage from the sun. His business became a passion.

To find your a-ha moment, think back to when you were first considering your business. Ask yourself:

• What customer problem did you identify? What one thing did you think you could help your customer do that had been impossible or difficult or expensive or time-consuming or (add an adjective here) before?
• What one really important think did you imagine the customer could do or could prevent if your offering were available?
• In what way did you imagine that one thing would impact your customer’s life (or at least function at work)?
• What did you imagine your customer would feel if your offering had opened up a new opportunity or prevented a disaster?
• How did you feel when reflecting on the customer impact?
• What is the one thing you want someone to remember after you share you’re a-ha story?

You might have just one, or maybe several a-ha moments. Write them all down. Maybe that original a-ha evolved into a much more complex vision as it became a company. Look for the point at which you knew you could impact a person. Pay close attention to the emotions you imagine for your customer and for you. Here’s a simple formula you can use:

If only ___(customer)___ did/didn’t have to ___(verb)___, they could ___(verb)___ instead. If my customer had access to this, it would help them ___(do/avoid)____ and they would feel ___(emotion)___. What if I built a company that could solve that problem?!

Next, write your story in 50 words or less. Read it out loud and make sure it sounds just as natural, authentic and sincere as you would if you were talking to a friend.

Now, find a complete stranger and share your A-ha story. Repeat several times over a one-week period. Make some notes about the responses you get. What are the verbal responses? What are the non-verbal responses? What surprised you?

When you’ve honed your A-ha story to the point where it’s automatic, it’s time to start weaving it into your marketing programs. Look at the About Us page on your web site. If you don’t see your story reflected there, what can you change in the next day to better reflect it? Do the same thing with your Home page and the home pages of your company’s social media profiles.

Finally, plan to include these tweaks to your story in your next marketing and sales refresh. In the meantime, continue to listen to and observe how people respond to the changes you’ve made.

Want some inspiration? Check out how GoPro weaves its founder’s story into its About Us page. CANVAS Technology shares a less personal mission story on its About Us page. Or Eileen Fisher’s story. Have examples of your own? Email them to me at joan@discoveredbrand.com and I’ll add them here.