The key to telling a good story is that the protagonist in the story should completely change after experiencing a serious disaster. The change of life trajectory is the main line of the story. The problem with many unsuccessful business stories is that no one in the story can surpass himself, and nothing has changed at the end of the story. ?
So what kind of story are we going to tell? One of the reasons why business stories are difficult to tell is that no one knows what business stories are. Do you know what an ordinary story is? Imagine your favorite movie, or something your family often mentions at the dinner table that you like to listen to. Those are.
But what kind of stories should we use to connect consumers? Here are a few cases. It can provide reference for your business story.
1. Stories told by consumers You should tell stories that can reflect the voice of the community.
As a community member who defines himself as a customer or fan of your company, make sure that what you say emphasizes the concept of "we". The stories told by your customers must be the cornerstone of social platforms, but you need to play an active role in integrating story resources and turning those stories into a part of the brand. Be sure to interpret these stories to show that they are the most true.
2. Stories about the company
These stories are a little difficult to show because it doesn't matter how great your story is. Promoting your company's story on websites and brochures rarely convinces consumers. These are not the stories you want to tell. The story you really need to tell is how your story serves consumers.
For example, how do founders overcome all difficulties to set up a company, make what people really need, and devote themselves to using products that are beneficial to consumers?
It's a waste of time to tell stories that only involve your own interests. Stories about the old marketing methods that only focus on higher returns and profits are left to shareholders, and consumers should know what you have done and written recently.
3. Stories about industries and practitioners
Most industries tell consumers what they are doing with exciting stories about industry trends and new ideas. When telling a story, remember to relate the existing industry theme to what you are doing.
4. Stories from spiritual leaders or mentors
Sometimes, the best source of stories is a mentor who can inspire you. Write down the stories they tell you and see if they are applied to what you are doing. We should also record the inspirational stories of some industry leaders in time and quote them on appropriate occasions. For example, Ma Yun talked about how Alibaba started its business and how it became big.
Insist on performance
When capturing the inspiration of the story, don't forget to collect some metaphors used by your employees and customers. Metaphor can help you clarify your point of view when you tell a story. The advantage of metaphors is that they are visual languages. For example, when you say someone is a "writing machine", people can understand that you are comparing it to a powerful and endless object, and a writing machine will immediately appear in front of them!
Let's take a look at the framework when writing a story:
1. Tell us about the present situation: time, place and people.
2. Conflict is coming: What broke the calm situation?
3. The ensuing struggle: What did the hero do to solve the problem?
4. Conflict resolution: how to solve it?
5. New situation: How has the hero changed through his own efforts?
It's important to follow the steps. It shows you how a story developed from the initial stage to the new stage today. This story frame can help you realize the necessary steps for each story to move forward.
The biggest mistake many people make when telling stories is that they don't describe the action. It is not enough to show a series of story details. It is necessary to show what changes have been made by each step and what problems have been solved by the hero in the story. The best part of the story lies in what decision the hero made and whether his decision helped him achieve his goal.