Storytelling is not all fun and games. Avoid these mistakes we see far too often in business communications–and how to avoid them.
- Don’t confuse a message with a story. In its simplest terms, a message is a conclusion you wish people to reach. A story is the journey that gets you to that conclusion with a beginning, middle and end. A message is the end.
- Don’t make your story all about you. Make it about your customer. People like to read about other people–unless that person is a narcissist. Don’t be that person Don’t only talk about how great you are. Share how great you are through the eyes of someone you pleased.
- Don’t confuse your fancy terms with clarity and understanding. The term, XYZ Company Advantage, may sound like a terrific name for a loyalty program, but would your customer automatically equate that term with such a thing? Label things for what they are: XYZ Customer Loyalty Program. (Okay, it’s oversimplified, but you get what I’m saying, right?)