You’ve spent all this time crafting your company story. You’re excited about how well it captures the challenges you’ve faced and overcome. You feel that it communicates the essence of your business to potential customers. You’re feeling pretty good about yourself…
Until you get advice to the effect of “No one cares about your story.”
Son of a chicken!
I’ve heard it many times throughout my life, once from a seasoned, successful speaker, and most recently from a very successful PR person. I respect their opinions and obviously, they are crushing it in their respective fields, but I see things differently. (That’s a nice way of saying “I call B.S.!”)
Sure, as someone whose business is storytelling, I may be a bit biased. But, I’m also a consumer. A consumer that has recently discovered a podcast called How I Built This… and hasn’t listened to music since.
It started about two weeks ago. I was searching for more information on Blake Mycoskie, founder of TOMS Shoes and one of my new heroes. When I came across his interview on this podcast, a new addiction was born. The host, Guy Raz, interviews the founders of companies to learn why they started their business and what they’ve experienced along the way. So far, I’ve listened to quite a few and wouldn’t you know it… my spending habits are being influenced.
Yep, I’ve learned about Jen Rubio, the founder of Away – a travel brand that sells really cool luggage. Do I need luggage right now? No. Did I seriously consider purchasing luggage after I listened to her interview? Yes. Am I go to keep this company in mind for the next time I need luggage? Absolutely.
Then I listened to an interview with Dave Dahl, founder of Dave’s Killer Bread. I didn’t even know this brand existed. Will I keep an eye open for it the next time I go shopping? Yes. Will I purchase this bread because I love what they stand for and feel more connected to the brand? Absolutely. Will I use any excuse to eat more carbs? Probably.
Here’s the thing. As a society, we are craving connection. For all our wonderful social media, and all the different ways we have to “connect” to one another, these are just tools… and many people and businesses aren’t using those tools properly.
We’re missing out on getting to know people. Not the facades that individuals and businesses toss around social media. Your life is perfect? You spend your days traveling to distant lands with your gorgeous spouse, eating delicacies, and teaching your insanely talented 4-year old to play the violin? Well, good for you. But, that’s difficult to relate to. Most people are not living these perfect, picturesque lives (even the ones portraying them on social media). Most people occasionally fail miserably. They put themselves out there only to be rejected. They put their pants on one leg at a time (and sometimes fall over while doing this in a stall dressing room). This is what we connect with. We want to see your growth. We want to see the struggles you’ve dealt with and watch you overcome them to become the pillar of awesomeness you are today.
Yes, human beings are selfish creatures. Sorry, but it’s true. We are focused on ourselves, on what a situation can give us, on “What’s In It For Me”. But guess what… we get value out of stories. We get to feel that connection that we crave. We get to feel like we are a part of something bigger.
To heed the advice that “no one wants to hear your story” is to cheat your audience of the opportunity to relate to you and your company on a deeper level. Tell your story. Connect with your audience. Build a community and your business will flourish.
About the Author
Sheryl Green has always enjoyed writing, however, it wasn’t until a divorce shook her world, that she discovered the power of story. Having penned three novels, she now brings her penchant for storytelling to non-fiction and content writing, working with businesses and individuals who want to position themselves as experts in their field. She leverages the power of story through website content, book coaching, and speaking engagements.
She is the author of “Surviving to Thriving: How to Overcome Setbacks and Rock Your Life,” “Once Upon a Bottom Line: Harnessing the Power of Story for Sales,” and “Book Writing for Busy People.” Her latest book, “Do Good to Do Better: The Small Business Guide to Growing Your Business by Helping Nonprofits” is due out Fall 2019. She’s also a firm believer that everything looks better covered in pet fur.
Learn more at www.sherylgreenspeaks.com.
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