October 01, 2024
One of the most popular ways to talk about yourself and your business has a name: business storytelling.
And while I believe in the power of a good story, the concept has turned into a buzzword that has lost its meaning.
A good story is crafted for your audience. It is relevant and engaging. It is meaningful…
A well-crafted, well-delivered story draws people in, and you don’t have to talk about your value because the story does it for you.
Business storytelling doesn’t have to sound like case studies. You can use personal stories with a bridge to a business situation, like I did with The Broken Cookie Effect® story.
Your “origin story” is why you do the work you do. The Atlanta parking lot story depicts my early experience, which led me to build my unique business. The story describes a transformative ordeal that led me to where I am today. In that moment, I understood that I had the power and ability to communicate. More importantly, the story’s meaning is steeped in my values as a person and a business owner.
Your origin story is unique to you, yet it may have a theme that is meaningful for your audience. No one has experienced exactly what I did as a child, but many of us know what it feels like to be powerless and at a loss for words. We also know how hard it is to ask for help.
What is your business origin story? How is it relevant for your audience?
In addition to your origin story, you can develop and hone multiple “reference stories.” A reference story uses results you’ve achieved for clients to build credibility with your buyers. This type of story shows how you helped a client overcome a challenge or achieve a specific outcome.
In Chapter 6, I shared a story about Norah’s financial forecast. As you may recall, she was surprised to learn that her hard work was not adding up to being profitable! I helped her analyze, restructure, and increase her pricing. This resulted in the most profitable year in the history of her company. That is a reference story.
Developing twelve to fifteen reference stories is important, because you’ll need to select a story that is relevant for each buyer. Perhaps the story is about a client in a similar industry or a client with a comparable situation.
Since the point of all stories is to engage your audience, relevance is key. If your buyer is talking about potential fraud in their company, they won’t connect with your story about saving them time and money. Your buyer needs to recognize themselves or their situation in your story.
The goal of all your business stories is to engage your listener, build credibility, and position your company as the best solution for your ideal buyer. You are also telling people who you are, what’s important to you, what you stand for, and how you help.
-- Excerpt from Patty’s book, Your Hidden Advantage: Unlock the Power to Attract Right-fit Clients and Boost Your Revenue
Using stories to position your business in the market makes it easier to find and work with ideal clients. This leads to building your business reputation and generating more revenue.
Have you built a profitable and valuable business but instead of feeling like there's something missing, you’re feeling like there's something more?
I specialize in helping women founders transition to their Third Act – when you’re ready to do the work you’ve always longed to do.
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In my experience, women don't retire; they transition into a new stage of purpose and impact. Whether you are 40 or 60, the idea of retirement may not appeal to you. Just because you can retire doesn’t mean you’ll want to.
We can redefine ‘retirement’ and think of your eventual business exit as a ‘purposeful transition’.
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My life’s work is empowering high-achieving women business owners to fine-tune their operations and scale their revenue for strategic growth, creating real business value and emerging exit ready. That value can transform into wealth when they are ready to exit their company - and I believe that wealth in the hands of women elevates society as a whole.