6 things to know to tell your business story

On May 12, 2021 we shared the six things leaders and public relations, marketing and communication professionals need to know to tell their business story.

About 80 people were at the Business Hunter (The Hunter Business Chamber's) May Business Development forum.

The six things are really one thing - six questions to ask yourself before you start telling or writing your business story. These questions are used by journalists and PR people when creating stories or media releases. We modified them to create a framework for constructing business stories. You can use the approach when writing your story, videoing your story, presenting or networking. 

Here's a summary...

 Q1. WHO is your audience(s)?

• There may be a range of audiences including referrers or agents.

• Don’t forget staff.

• Tell your story from the audiences’ perspective – it is about them, not you.

Q2. WHAT is your business objective/reason for telling your story?

• Are you entertaining, informing, advocating, influencing, selling?

• What is the hook (story angle and benefit to your audience and others)?

• You may need to amend your story for each audience.

Q3. WHERE is your audience?

• Different audiences may be in different places so use different channels.

• Is the audience willing or ready to receive your story through a particular channel?

Q4. What is your WHY? 

• Tell people why you are doing something not just what you are doing and how you are doing it. It helps to gain buy-in. Businesses often tell staff or customers what and how they are doing something but often forgot to tell people why!

• Your brand isn’t your logo. It is the experience people have with your business. 

• Helps activate people's limbic system – part of the brain involved in behavioural and emotional responses where connections are made; the ones we remember.

Q5. WHEN will you tell your story?

• Timing is everything

• Make sure your story is timely – not old news

• Different audiences may need to or want to hear your story at different times.

Q6. HOW will you tell your story?

• Are you using the right tools/channels to tell your story?

• Keep it simple and focused on the audience.

• Tell your story with the most important information first – less important later. Rather than a timeline or “Intro, body, conclusion”. 

For media and presentation skills training or help with telling your business story please contact us.