What's your story?
Frozen Man
James Taylor’s song “Frozen Man” is sung from the perspective of a sailor from the 1800s who went down with the ship, was buried in ice for a hundred years, was discovered by a group of scientists, and was brought back to life. Taylor wrote the ballad after reading a National Geographic article about scientists discovering the body of sailor John Torrington from the 1845 Franklin Expedition in the Arctic Circle.
While arguably the song may not be Taylor's most popular, it's always been one of my favorites. It's a great story! Throughout the song, we follow The Frozen Man as he navigates a strange modern world after having received a second chance at life, which he's not even sure he wanted.
Listen to James Taylor’s “Frozen Man” on YouTube
Why do we love stories?
As humans, we love stories in any form - bedtime stories, parables, fables, movies, TV shows, prose, poetry, and even songs. We spend a lot of time and money listening to stories. We also love to trade stories: "How did you two meet?" "What did you do on your latest vacation?" "What's the deal with the construction down the block?" We need to know what, when, why, where, and how. We not only want to have the latest information, but we use that information to understand and connect with the world around us. The story gives us an emotional reaction, as well as an emotional connection.
How does this apply this to your business?
Customers may already feel an emotional connection to your product or service. "My grandmother used to use [insert product], and it was always in her kitchen." "My parents gave me [this toy] on my sixth birthday, and it was my favorite thing to play with."
While you can thank grandma for making Mark and Keisha your biggest fans, your business is just another one in the crowd for many other people. There are individuals with no connection to your business whatsoever, and it's up to you to reach out. It's up to you to build that rapport. What better way to do that than with a great story?
How to write your story
You don't put your entire history on the back of the menu or on your website and call it a day. Your story is ongoing. It's a "listen to what happened to me last week" and a "look what we made today" and "this is what we're up to." Social media has been a great tool in storytelling, and that's why it's so powerful. People get to connect with your business on a personal level. But first, just like the story you told to your parents when you were out past curfew as a teenager, you need to get your story straight. You need to be clear in your messaging.
Who are you
Who is your business? You're going to tell the business' story, so you need to know what that business stands for. What’s your personality? What are your values?
What's the point of your story
Every story has a message the storyteller wants to get across. What's your point? Is it to show a value, a trait, a product, a service?
Your cast of characters
Who are the people in your story? It's not just the owner(s); it's the people that spend their days (their lives!) working in your business and the people supporting you as well - your customers. It's your fellow business partners; it's your next door neighbors; it's your vendors. You could outdo George R.R. Martin with all of your characters!
What’s the goal?
Emotional connection. You need to build that relationship with your audience. Plus, if you're not telling your story, someone else will (hello, Facebook and Google reviews).
Writing your story is not easy! It takes time. Utilize the people around you. Get their ideas and perspectives. We at Bolster are also here to help. Let us help you write that narrative. Our specialty is showing your beautiful, intriguing story to the world.