Business Storytelling: Adventures First
By Jerry Brown, APR
Public Relations Counsel
That was the storytelling advice of Lewis Carroll, who wrote Alice’s Adventures in Wonderland.
It’s good advice for when you step into your role as a business storyteller. Because the “dreadful time” it takes for explanations is when people get bored and tune you out.
So, don’t make the common mistake of getting bogged down in detail when telling your story.
Business storytelling usually is about persuading the rest of us to buy what you’re selling.
Want to persuade me? Give me a reason to believe you’ll solve a problem for me or create an opportunity for me.
Facts don’t persuade until you’ve given us a reason to believe you can help us. What do we get – or what problem do we avoid – by buying what you’re selling? That’s how to get our attention.
Once you’ve got us interested, then provide whatever facts we need to make a decision. How do you know which facts to include? Listen to the questions we ask. We’ll tell you what we want to know.
Don’t start with the explanation. Start with the adventure. Save the explanation for those of us interested enough to want more details.
We all have stories to tell. Do you need help telling yours?
Jerry Brown, APR, is a public relations professional and former journalist who helps clients get their stories heard, understood and remembered. Need help telling your story? You can reach Jerry at 303-594-8016 | jerry@JerryBrownPR.com.