Unlocking the Elements of Your Story
Client stories matter to us because they matter to the public. One thing our work has taught us time and again: If you’re not telling your own story, the public will do it for you.
And chances are, it’s going to be a work of fiction. We see it all the time with companies and industries that are mysterious and, therefore, misunderstood. So, how do we combat this? Goff Public recommends one effective remedy: Own your story.
Why before what
Charts, percentages and statistics, while important, aren’t effective at reeling people in.
To tell your story effectively, you must first nail down your organization’s identity, and it starts with your “why.” People are more willing to buy in to your “what” if they understand and embrace your “why.”
Take Goff Public for example. We’re a public relations and public affairs firm specializing in communications. But that’s just our “what.” Our “why” is that we believe that every organization has a unique story worth sharing.
By being open and authentic about what drives your work, you show the public that you’re not just a transactional business. You’re an organization with unique convictions and traits. Now we can delve into your story. But first…
Put down the humble pie
Minnesotans seem to eat more of it than others—and they always leave the last slice! While those are good potluck manners, they make storytelling in business a lot trickier.
We’ve worked with several extraordinary clients who were both unsure of how to tell their story and whether they had an interesting message at all.
Sharing your story isn’t bragging—it’s shining a spotlight on what makes your business special.
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Uncover hidden gems
Uncovering the hidden gems within your organization is key to shaping your story.
Sometimes, clients find themselves scratching their heads, wondering what to talk about. But there’s always a story waiting to be discovered.
If you’re struggling for ideas, here are five questions to kickstart your creativity:
Keep it people-centered
When telling your story, remember to keep people at the center – they are the heart and soul of any great story (and business!).
Sharing stories that showcase your company’s humanity gives the public a glimpse into who you are and helps them see a reflection of themselves.
This taps into our basic desire to relate to and empathize with others. We feel the person’s struggles, share their victories and grow with them.
By the end, the connections we form with the people at any organization can become deeply personal, and we become invested in what’s to come.
Own your story
In today’s interconnected world, taking ownership of your own story is crucial. No one knows your story better than you, and you have the ability to uncover the interesting characters, unique points of view and untold histories inside your organization.
When our clients come to us ready to proactively tell positive stories, many experience a reputational boost with both internal and external audiences. So, embrace your story and tell it with confidence!
Business Growth Expert | Helping Knowledge-Based Companies Amplify Their Value, Convert Leads, and Scale Exponentially | SaaS & Coaching Leader
1 年Love it Chris Duffy . Most people try to sanitize their message. They do it because they have been told they have to in order to ‘be seen as a professional’. But the reality is that our best clients and friends stick with us because they like, know, and trust us. In order to build a realistic ship we first have to be vulnerable and demonstrate who we are and our expertise.
Senior Director of Strategic Partnerships & Government Relations at Science Museum of Minnesota
1 年Congratulations on an outstanding career at Target, Laysha! You have helped shape a better tomorrow!
As a Licensed Purpose Factor? Facilitator, I help women uncover their God-given purpose and turn it into a business, ministry, or passion project. One-on-one coaching, keynotes, and seminars.
1 年This is a great read that every business should heed. Thanks for sharing this, Chris!