How to Build an Online Business

Chapter 22The art and science of business storytelling

In today’s busy world it’s said we’re exposed to more than 3000 messages daily — emails, billboards, radio, Google advertisements, street signage, parking signs, brochures. We’re bombarded with stimulus.

As a result of this ‘white noise’, our brain is overwhelmed and has to determine what to pay attention to and what to ignore. Sadly, most of what it ignores is the carefully crafted, meticulously thought-out advertising messages I showed you how to create earlier. Sad but true. The good news is, there’s a way to cut through the clutter. We do it by telling ‘stories’. Stories help us get our message out to the world. This chapter will help you identify the right story to tell, provide you with a template to craft a story that connects with your audience on an emotional level, and show you how to link the story to your business objectives.

So, what’s your story?

As an entrepreneur, you will often be called upon to ‘tell your story’. Investors will want to know how and why you got started; award judges will ask about your entrepreneurial ‘backstory’; the media will almost certainly want to know your ‘hard luck’ story and how you overcame those challenges to succeed; family and friends will want to know why you’ve given up your plum job at the bank to give this ‘thing’ (also known as ‘your business’) a go.

All the top entrepreneurs understand the power of a well-told story and work hard at crafting a story that will help them ...