Proper articulation of your business can make or break the success your desire to achieve. Think about an author’s ability to pull you in with the opening statements of a book or poem. The sole decision to continue reading is made based on the opening sentences that describe what the story will entail.
An author sells an experience without revealing the meat and heart of the story. In telling your business story, you must articulate your thoughts in the same manner an author would but your approach must be slightly more strategic. A business model that effectively tells their story, while exciting their customers, and also reeling them in is Apple. If you are not an Apple product connoisseur, you should still consider studying their business model and customer service.
Unfortunately, there is no secret sauce to effectively telling your business story, however, there are tips and questions that can lead you down the correct path. Self-Reflection and honesty will be key in following the tips below.
So here it goes…
- Know your why
You are much more effective when you know your “Why”. In knowing your why, your business story will speak through the passion which lies in your heart. You will not stumble through words when asked to explain what you do and why you do it. Confidence in your vision will be evident and self-explanatory.
- Defining your mission statement
Your “Why” will be strategically defined in the form of a mission statement. Don’t forget to take a moment to study and analyze the customer audience that you seek because your mission statement will cater to the eyes and ears of your targeted audience while also defining your true passion. The combination of your “Why” and your mission statement should spark an emotional pull in the brain of your audience.
- Market comparison
Once you are able to define your why, much like any product or service, your customer will always want to know what makes you different. So before fully entering into the business realm, you also must answer that question yourself. What makes your business different than other companies and competitors within that same field? How do you stand out? And most importantly, would you purchase the advertised product or service if you were not the owner?
- Fulfill a need
Although you may have a super bright idea for a business venture, it means nothing if the needs of people are not being fulfilled. In your business story, you should be able to articulate how you are feeling a need or solving a problem.
Now that the following points have been brought to your attention, let’s talk reality.
If you are unable to develop an answer to any of the points, you may need to go back the drawing board to decide if this business venture will truly be a valuable investment of your talent and your time. Any business venture can seem like an awesome idea until it is time for the rubber to meet the road.
Developing a business story without first understanding these items can result in an ineffective business message being displayed because you are operating on a dream that lacks strategic insight and proper planning. How you define your business is what will sell your business.