The cabbie asks you what do you do for a living and you need to have your story ready.
But it’s complicated. Half the time you’re not sure, and now you need to explain it to a stranger who knows nothing of your sector.
What do you say?
If you’re running an SME, you need to know it instantly. Your story, your point-of-difference, your services need to be instantly ready to roll off the tongue.
Plus they need to be engaging.
Key messages make your story
In the communications world, we call these key messages. They form part of your brand story.
If you don’t have them, consider these techniques to create your story:
- Benefit before function: Don’t start with the details. Tell the end result. What does your product or service achieve? How will it change my life, my business, my profit?
- Be colourful: Paint a picture. What does it look like, smell like, feel like? Have you got a photo?
- Be excited: Take an egg beater to your story and whip it up. Be honest, of course, but make that story the best it can be.
- Make it about them, not you: Yes, we get it. Your story is exciting. But every person is more interested in something that’s about them. So make it relevant to them.
And if all this doesn’t help you, then get some professional help. Get a writer, a comms agency, a branding specialist to create your story. We’ve got a training course just for you!
