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How to Craft a Business Story that Will Resonate with Audiences

by Kylie Ora Lobell
featured, money & life

Every business has an incredible story behind it. 

Maybe you were working a 9 to 5 day job you didn’t enjoy before you  thought of a brilliant idea for a toothpaste holder that is now the number one seller on Amazon. Or perhaps your parents were business owners and encouraged you to follow your dreams, so you began a local photography company that now boasts tons of clients.

Whatever the origin of your company is, it’s important to craft a business story for your clients and customers. But how exactly do you go about that? How do you craft a business story that is both cohesive and inspiring?

Don’t fret. Here are some top-notch tips for you from some of our CreativeLive experts.

Start with your bio

The heart of your business is you.

Today, customers are just as interested in who they’re purchasing from as the product they’re buying.  The first step is to craft a business story is to create an exciting and interesting bio for your website and marketing materials that explains who you are.

Discover the tools to craft a compelling story with journalist and novelist Joyce Maynard! Learn more.

According to CreativeLive teacher and business strategist Melissa Cassera, start by writing out a “grocery list” of what you’d like to include on your bio. This should include information about your career or personal life, your biggest wins or mistakes and your favorite books, TV shows and movies. You can relate your list to what you do. For example, a motivational speaker could write a list of the top seven most incredible places she has been invited to speak onstage as well as one thing she remembers from each experience.

Keep in mind that your bio doesn’t need to be your entire life story. It’s just a first impression, so make it brief and update it as needed. Cassera says your goal should be to “express yourself in a natural, conversational way… to tell a few choice pieces of your story… and to pique your reader’s interest so that (hopefully) he or she chooses to explore more of your work… and perhaps, someday soon-ish, [buys] something.”

Ditch the rags to riches story

Many business stories go like this: The founder of the company was broke, until she started this business, and now she is a wild success.

Your story is still continuing, and rags to riches is a cliché you need to drop, says Jamie Jensen, CreativeLive teacher and creator of Story School.

You should constantly be creating new stories to engage with your clients and customers, and not be so finite with your own story. “Try repositioning the idea of ‘the end’ as a new beginning as both the buyer and as a leader,” says Jensen. “From that point of view, the ‘Rags to Riches’ story is really just ‘So I made a lot of money once!’”

Write from the heroism perspective

Don’t try to leave out the rewarding or successful parts of your journey in an attempt to create a sappy narrative. Instead, focus on the inspirational aspects of your story.

It is wise to include your challenges and rough patches on your path to success, because that makes you relatable. But be tasteful. “By making things seem too perfect, clean, and simple, you ALSO make people skeptical,” says Jensen. “Don’t be afraid to include the rough parts of the journey too, but make sure you’re positioning them strategically along the story path.”

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Kylie Ora Lobell

Kylie Ora Lobell writes for brands, blogs, and print publications. She covers content marketing, digital marketing, and runs Kylie's Tips for Writers, a blog about writing.