Don’t be afraid of being cliché.
Some startups become so focused on the product, the market fit, and the growth model that they forget to focus on telling a good story.
You need to share your story with the customers and tell them why you exist.
The best storytellers are those who can keep things simple and make their message stick by connecting with your audience’s values or desires.
Great storytelling also helps you build your brand, drive sales and even raise capital. But how do you become a great storyteller?
Here are 7 tips to master the art of storytelling.
1. Study the Art and Craft of Storytelling
The best way to get better at anything is by studying those who are already good at it.
This includes studying other people’s stories as well as studying the way they have written them down (be it in print or online).
For example, you can search for ‘100 best sales letters of all time’ and start reading them to get insights from the best copywriters ever existed.
Learn how others create meaningful characters, how they build tension between characters, and how they use dialogue to move their plot forward (or backward).
You don’t have to copy what others do — but it will help you get started when trying out new ideas for yourself!
For instance, read this ‘49,900% ROI in 6-months — A Case Study’ to understand how you can tell your story as an entrepreneur.
2. Understand the Key Elements of a Compelling Story
It is crucial for the founders to know how to deliver their stories in an engaging manner. The founder has to understand the key elements and techniques of storytelling.
They should also be able to use the right words that can compel people into action.
To do that — you need to understand the key elements and techniques of storytelling.
These are some ways you can improve your storytelling skills:
- Keep it simple
- Use a conversational tone
- Focus on benefits rather than features – Use metaphors and analogies
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3. Practice Your Storytelling Skill
Storytelling is not just an art, it’s a science.
It’s one of the most important skills that every startup founder needs to master. Every entrepreneur has a story to tell and it’s their responsibility to make sure that they can tell it well.
In order to master the art of storytelling, you have to practice your storytelling skills.
And the best way for you to do this is by telling stories about your own life experiences.
Here are some more tips:
- Practice your storytelling skills by telling stories to friends and family.
- Write down your story in a journal or blog post, then rewrite it in different ways to see which one you prefer.
- Ask yourself these questions: What is my goal? Who am I trying to reach? How will I do that? What are the benefits of my product or service?
4. Create a Narrative That Focuses on Your Customer Journey
The best stories are about people and their journeys through life.
Not just yours, but also those of others who are similar to them in some way (physically, emotionally, or mentally).
Your story should focus on your customer’s experience with your product or service at various stages of their journey:
- From discovery to purchase/usage;
- From satisfaction to loyalty;
- From stagnation back into growth again;
- From confusion back into clarity again;
- From despair back into hope again (and so on).
This kind of narrative helps people understand what’s happening and why it matters — it makes them feel something
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5. Create Compelling Characters That Represent Your Target Customer
When telling stories about your brand or product, focus on creating compelling characters that represent your target customer base.
These characters should be relatable and easy for other people to identify with and relate to.
For example, if you’re selling organic food products then maybe one of your characters could be an earthy mother who loves cooking organic meals for her family every night after work.
If you run an online business selling AI writer SaaS products, then maybe one of your characters could be a digital marketer.
6. Use Real-life Examples From Your Own Life to Connect With Your Audience
You know in your heart that your product or service can change the world — but how do you convince others?
One of the best ways is by sharing personal stories rooted in your own experiences.
For example, if you’re launching a new dating app for people over 40, talk about why it’s important for older people to connect socially online — maybe even share some of your own dating stories!
This approach will allow people to relate more easily to what you have to say because they can relate directly to you on an emotional level.
7. Use Specific Details That Reinforce Your Message and Make It Memorable
When you’re telling a story, you have to be able to capture your audience’s attention and make them want to listen.
One way to do this is by using specific details that reinforce your message and make it memorable.
For example, if you’re talking about how your product helps small businesses save money on energy bills, you might mention that the average small business spends $5,000 per year on energy costs.
This number is likely too large for most listeners to remember, but if you say that your product saved one customer $2,500 in just six months, they may remember the specifics of that story better than the generic statistics.
Summing Up – Tell Stories About People, Not Products
Startups are all about people and their stories.
Think about how much time you spend talking about your team, not just their skills but also their personalities and passions.
People want to know who they’re working with — and if they’re going to invest in you, they need to know whether or not they’ll fit into the culture of your startup.
Stories help do this by giving potential investors a peek into who you really are as an entrepreneur and company leader.