Tips to write your business story

Every business story should include three factors: 

• Mechanics – what you do 

• Model – how you do what you do 

• Magic – why you do what you do
  

Now to really make the most of your business story, we’ve got to focus on where the magic happens. In other words, it’s about how you deliver beyond the initial product or service you’re selling – it’s about the big-picture impact or outcome you provide. 

Throughout our day-to-day operations, there are five major touchpoints where you can tap into this magic. The key is to think about how you’re making people feel at each of these five steps: 

1. Enquiry: When someone first enquires about your business. 
2. Yes : The moment they say, yes please! 
3. Start : When you onboard them.
4. Duration : The time you spend working together.
5. End: The close out or renewal. 

Let’s zoom out for a second and consider the feelings of our customers more broadly. There’s really a spectrum of emotion that comes with interacting with any business, right from the very moment they hear about you to the farewell handshake. Whether your business offers a cyclical customer journey or a one-off experience, the ethos of what you’re delivering has a huge impact on your reputation and customer satisfaction. 

So, let’s consider this spectrum: 

On one side, feelings can range from unsure to remorseful. Choosing any new business is a risk, and people will always first greet you with some sense of scepticism. 

At this stage, customers are also prone to feeling unclear and uniformed about what exactly they’re getting themselves into. No one wants to make a deal thinking there’s even the slightest chance of signing their soul away to the devil, right? 

On the other end of that spectrum, we see feelings of certainty and confidence. We want people to feel absolutely sure they made the right choice in working with you. 

Better yet, we want them to fully understand what it is they’re signing up for and exactly how you’re going to deliver on everything you’ve sold them on (and perhaps even go above and beyond that). Clients need regular, proactive updates as they move along your customer journey, even if it’s just a quick call to tell them there’s no news. 

The most important takeaway from that spectrum is how people feel when they get to the end. On the first side of the spectrum, there’s relief. Relief in the sense that they’re so glad it’s over. 

On the other side of the spectrum? Also relief. But this time, it’s a relief that they got the job done in the best possible way they could. 

Which end of the spectrum do you want to meet them on? 

Stay tuned for my next article when we bring this all together to help you create the best experience for your business dealings, start to finish!