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In writing and in selling, a good story can pull people
The very point of sale in and get their full attention. Set a strong opening
scene and people will tune in to see what happens next.
Following are different types of business storytelling, with
recommendations from experts on how to bring the stories
to life.
Brand story
Many people equate brand stories with company histories,
but they are not really the same thing. ECHO Storytelling
Agency, a Vancouver, B.C.-based content marketing
Are you a good company, says brand stories are less about company
milestones and more about how people think and talk about
storyteller? your company. The agency believes "your purpose and
values are the heart of your story"; its master storytellers
craft narratives designed to enhance customer, employee
and family relationships.
By Dale S. Laszig
In a March 2018 post titled "What's a brand story and
e may live in a digital age, but I never leave why does my company need one?" ECHO blogger Jane
home without pen and paper. My favorite Hope wrote, "A brand story is a cohesive narrative that
notebooks are skinny hardcovers that fit in encompasses the facts and feelings that are created by your
W my bag and support my high-speed notetak- brand (or business, if you prefer)."
ing. The other day, as I sorted through a year's worth of
notebooks, a slim volume caught my eye. Dated March In contrast with yesterday's one-way flow of information
18, 2017, it describes a flight from Newark to Charlotte, from brand to customer, today's interactive media has
where I meet a colleague and shared a ride to the Southeast shifted control of brand stories from companies to their
Acquirers Association's conference. Facebook followers, customers and staff, Hope noted.
However, companies can use their voices and personalities
"As we walked through the airport, we reminisced about to clarify their mission and build emotional engagement,
the old days," I wrote. "My friend's company had just she explained.
celebrated its 29th anniversary. He said they are selling
more integrated POS than countertop terminals, and a POS Customer success story
partner deploys and installs the systems."
Bill McCue, executive consultant and founder at
Besides making me glad that I'm no longer selling terminals, McCuenications, a public relations firm, believes the best
the story served a slice of life in a fresh, immediate way. customer success stories elicit strong emotional responses.
Like a good screenplay, it held my attention by constantly McCue's client, 6th Avenue Capital, helps owners of small
moving forward. Years ago, in a screenwriting course, I and midsize businesses obtain working capital. These
learned to keep things moving and to use every gesture businesses have similar needs, but each has a unique story,
and prop to advance the story. Following this logic, it he said.
makes sense to show two people moving quickly through
an airport to portray a fast-paced, ever-changing payments "Some haven't been in business long enough to qualify for
industry. traditional financing," McCue stated. "Others may have
maxed out their lines of credit and need funding right
Show, not tell away."

When I sold countertop terminals, a sales manager McCue recalled when an oven went down in a busy pizza
challenged us to be unique and authentic. "Our products shop. The owner couldn't afford to stay closed for a few
may look the same, but you don't have to act like you rolled days. 6th Avenue Capital got the business funded quickly
off an assembly line," he said. "If your customers aren't and back to serving slices and pies. This and similar stories
calling you back, it's because you're boring." put a human face on a common dilemma. Entrepreneurs
can relate, he said, because cash flow is a familiar challenge.
The way you tell a story makes a difference, said
Konstantinos Papakonstantinou, founder and CEO of Your story
Board Studios Inc., a full-service video solutions company.
Replace static content with dynamic action, he advised, Christine Chang, CEO at 6th Avenue Capital, was raised by
stating, "Don't be the 'text' version of your industry's story." small business owners who came to the United States to lead
a better life, McCue said. A daughter of Chinese immigrants,

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