If you’re a story writer, then you will know that all the best stories are the ones that hook you right from the beginning. They also hold your interest all the way until the end. Which is a lot easier said than done. Especially when it comes to your amazing new startup. What am I talking about, exactly? In short, you want to create compelling, memorable stories that will help define your product, your company, and your brand. That’s not so hard, is it?
Don’t Start at the Beginning
Today, we live in a world of short attention spans. People want to see and experience something different. When you start to tell the story of your startup, skip the “once upon a time” story and jump right into your first big disaster. Or even your first incredible success. This will help to bring everyone along as you explain how you got there.
Nobody Cares About You
It sounds harsh, but people are interested to know about “how” you did something. People don’t care about how amazing your or your team is. That’s not a good story, and it’s honestly not helpful. People want to know your actual story. So think about things that you can tell them that might benefit them. You’ve been down this road before so you have some good advice and wisdom. And that’s what they want to hear about. Not necessarily about your amazing life.
No, this doesn’t mean that you have to well up with tears talking about your startup. What it does mean, however, is that you should focus on what your company (and you) stand for. Bringing emotions into the story will likely motivate people. Think about where you were when you first started your startup. Think about what you wanted to hear from people. Stay genuine and authentic. Tell the story like you mean it, not like you think it should sound in order to be cool.
Play to Your Strength
Not everyone is a brilliant writer, but anyone can tell a good story. All you have to do is find the medium that works best for you. Some people are amazing speakers. Some people make great motion graphics. Do what you do best, and you will definitely get the best result.
Try to find the sweet spot between what you stand for and how it responds to the needs of your audience. This is what most companies define as their “mission”. It should be visible and consistent across every piece of content that you produce. Don’t underestimate the importance of being clear and consistent in your storytelling. In order to do that, you need to be able to describe the bottom line of your company. What is it? What do you want to convey to the world? How are you solving someone else’s problems?
Really good, compelling storytelling is hard. Extremely hard. It takes work, and I mean – real work. People actually go to university to learn this skill, so don’t beat yourself up if you don’t get it right the first time. Keep in mind what the point of your story is, and the rest will come!