Corporate Storytelling Techniques: Five Ways to Convey Your Passion

[K. Sean Buvala]

Stories are being told about your company all the time. Unless you have never had a customer, someone somewhere is talking about your company. When they do so, they are speaking with passion either for or against your business. You need to have your passionate stories ready to add to that conversation. To create raving fans in your business, you need to be a raving business.

When a customer experiences your company, they leave with an impression. If they were offended, hurt or feel they did not get good value, they will passionately talk about (create the story of) their perceptions of your business. Likewise, if you exceeded their expectations, they will also talk about that story. When a person hears one of these customer stories about your business, do you have your own equally passionate company stories to counter or confirm? Can your customers find these passionate stories on your website via video or audio links?

Here are five storytelling for business tips to help you express your passion:

1. Do not be afraid to be full of passion about your product or service. For example, I am always amazed at the way small brick-and-mortar business owners can be so alive and excited about their offerings but yet have zero expressions of that anywhere on their websites, other advertising or in casual conversations. Real passion ignites real passion. Don't tell me that you're "passionate about the perfect cup of coffee" at your coffee shop. Rather, through business storytelling, show me that...


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