"Because there is a natural storytelling urge and ability in all human beings, even just a little nurturing of this impulse can being about astonishing and delightful results" says Nancy Mellon, the author of The Art of Storytelling.

For many of you reading this post today, the topic you are going to read about might sound strange. Business... storytelling... no comprende, right?

To put it simply, I believe every business is a feature story in itself. It has all the ingredients - buyers and sellers (actors), theme (story), advertising (action) and sales (romancing the customer) . In short, "facts tell, stories sell".

As a content writer, I am a reader first and writer later. This innate ability to grasp stories that I have read so far is what makes me tell mine. For a business the art of storytelling is the most important connecting fibre with the audience. Making a product, promoting it simply through honey-dipped words will obviously get to you somewhere but to last longer one need to penetrate the emotional consciousness of a customer. Let's accept the fact that no amount of technical prowess or making your best A-team of graphic designers and programmers work hard 24/7 can get you the acclaim you desire instantly. It is your stand out story that is going to win you your gateway pass into the consumer market. And that's when you truly become a brand.

While the big businesses have a considerable brand history, it is small businesses who face the "identity crisis". They are the ones who need to put out their stories to attract the customers.

So what is this "Story" we are talking of?

Small Businesses have three critical grounds to concentrate while telling their story - Why, How and the concrete results they managed to achieve.

1. The "Why" Part

To put it in the simplest of words, why should be the focus of your business; your mission statement. The point is to hand out customers a story that communicates your motivational justifications to be in the business right now. A word of caution here - Honesty is the best policy but not always. Money making is just one of your goal sets, not the only reason to be. If you flag off this reason, it's basically stepping in the pit face-on.

Communication is a powerful weapon, so use it wisely. Customers are inquisitive folks for whom "why to buy" your product is all that matters. So the business goal has to be to sell your mission to them not just your product.

2. The "How" Part

Now this the real twister and o-la-la momemt business can cash on. The reasons why one gets into business can hark on similar lines; reasons can be borrowed too. However, it is individual experiences that make the difference. The "how" factor basically caters to the storyline of how your business made it where it is now. The hard part is keeping the slim balance between trying to sound like a rags-to-riches story or a victimized opinion. Trust me you don't want to be doing the latter and exposing a vulnerable spot to be picked at by the media gulls!

The company writers should try to keep the "About us" story quite sublime. Even major successes have to sound measured and not boastful. The idea is to simply present your abilities as a good solution giver rather than sounding bully-ish. The focus should be on how your business has been able to make a difference to people's lives, even if in a small manner.

3. Results And Message

Like every structured story, there has to be a concrete result in the end. The audience should be able to place things in perspective as to why they are going to have to trust you and bank on your brand. And don't get carried away by a strong word like "result" here. It is amazing to see small businesses being puzzled by this part of the deal. As a well to do SMB, you always have a story to tell and the hardships you have come across.

Doing small tete-a-tete's like a personal statement by the owner, a interview or video of clients, product demo's, Web listings, features on other sites or blog is a standing evidence for the company's budding success story. What is being communicated here is that the firm was chosen by a client to find solution to their problem and how that materialized.

In a nutshell, storytelling has to be honest and reflecting your reality. Coming open with your failures will not the necessary highlight, rather how your business overcame it is likely to be a source of motivation for many others.

The one-liner mantra of telling your story is spelling out:

"Concrete Results+ Emotional Transformation = Stunning Results."

Do let us know if you have an interesting story to share by leaving us a comment.

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