7 Places to Dig for Stories to Tell About Your Company

Deb Monfette

Are you finding it hard to tell stories about your company? Do you think you don’t have good stories to tell? This article will help you in your search.

Stories can set you apart as the go-to company. They can make you more human. And they can help you connect with your buyers' so they remember you and come back for more. Stories can even help people make decisions.

What Possible Stories Would People Tell About Us?

As I was doing research on storytelling, I ran across a post that grabbed my attention at Inc.com. It's called “13 Quotes to Inspire Your Inner Storyteller” by David Kerpen, Columnist at Inc. and cofounder and Chairman at Likeable Media.  Kerpen started off with a story he experienced at a Word of Mouth Marketing Association conference.

A woman at the conference stood up and exclaimed, "Nobody cares about storage. What possible stories would people tell about us?"

Kerpen jumped in, "Storage saved my marriage!"

He proceeded to explain that he saves everything down to his sixth-grade science project. His wife is the complete opposite. She saves nothing. He said if it weren’t for storage, they’d be in trouble.

Imagine being Kerpen…what would your life be like if you didn’t save any documents for things like your Cape Cod summer home on Mayflower Beach in Dennis, your black 1971 Ferrari Daytona, or the FAFSA docs for your child’s college education at Carnegie Mellon? Better yet, imagine the dozens of ways you use storage to make your life a little easier at home and on the job...

Yes, people do care about storage. You just have to dig for the stories. Stories drive emotions and get people interested.

But What About the Facts and the Data?

Facts and the data are critical in making decisions. But they're not the only components. With all the numbers and data out there, did you ever wonder why bad decisions are still made?

Annette Simmons, the author of The Story Factor, explains that bad decisions are rarely made because people don’t have all the facts. Bad decisions are made because people ignore them, or don’t understand their importance.

Basic human emotions like anxiety, greed, or fear take over. More facts will not help them put things into perspective. The critical component missing is the story.

A story will help them figure out what all the facts mean. This is where a company can miss the chance to turn it right around and be more effective.

Every Company Has Stories to Tell

The fact is that every company has stories to tell. You just need to dig for them. And when you find them, they can be your treasures that you share with your audience. 

Finding these stories can set you apart. They can uncover things that you were unaware of and help you discover what really makes you different.

It can be a story about your founder, your company’s culture, or a story coming right from the mouth of a customer about how you’ve helped them overcome obstacles. 

Stories can change the perception about you and your company. They can show how you fit into the lives of your customers and get them to imagine using your solutions. Stories can also sell the beliefs and passions behind your products and services.

Where Can You Dig For These Gems?

There are many places you can go to uncover stories about your company. 

Here are 7 Key Places to Dig for Stories:

1. Your Founder/Founders - Why and how was your company founded?
2. Company passions or culture - What is your company passionate about and how does that affect the culture at your company?
3. Your Products or Services - Tell the story about what makes them unique. How are they helping people solve their problems and making their lives easier or better?     
4. Your Brand Message, Logo, or Mascot - Is there a story behind your message, logo, or mascot? Think of the Nike Logo or MailChimp’s mascot Freddie.   
5. Charities or Causes You Support - What causes do you support and what stories can you tell about the people you've connected with?   
6. Your Employees - Ask your employees. Are there personal or unusual stories you can tell about any of your employees and/or interactions with your customers?   
7. Your Customers - Interview your customers and let them tell their story about their experience working with your company.

Dive into these 7 Key Places and find gems to create valuable stories about your company. Stories that only you can tell. Try to make it fun and encourage your employees to contribute ideas and share their stories. I think you’ll be amazed at what you can find.

Summary
Are you finding it hard to tell stories about your company? Every company has stories to tell, but you have to dig for them.

Why stories? 

Stories drive emotions, imagination, and curiosity. Stories help people make decisions. 

Did you know that bad decisions are rarely made because people don’t have all the facts. Bad decisions are made because people ignore them, or don’t understand their importance.

Sharing a story will help people figure out what all the facts mean for them in their situation.

This is where a company can miss the chance to turn it right around and be more effective. Instead of talking about your products and services tell stories about the challenges your customers faced. Then explain how their lives changed after solving them with your solutions.

There are 7 Key Places to find hidden treasures about your company. Try diving into each of these and dig for nuggets to help you create great stories that your audience will connect with and remember. Try to make it fun and encourage your employees to contribute ideas and share their stories. I think you’ll be amazed at what you can find.

Do you have other ideas about places to dig for and uncover unique stories?

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