Start with the truth.
Identify the worldview of the people you need to reach.
Describe the truth through their worldview.
~ Seth Godin

What picture are you painting of your business? Are you trying too hard to sound more professional, bigger, slick, more polished than the competition? Is your story riddled with jargon instead of illuminated by truth? Does it make customers feel something?

Jargon puts your clients to sleep, kills the conversation dead,
and sucks the soul out of ideas

Think of your business story as the first date. As a way to start establishing the kind of relationship that leaves people wanting more. Your story doesn’t need to give all of the information, it simply needs to foster the next conversation.

Here’s some inspiration for you;

”Skype is software that enables the world’s conversations. Millions of individuals and businesses use Skype to make free video and voice calls, send instant messages and share files with other Skype users. Everyday, people also use Skype to make low-cost calls to landlines and mobiles.”

“37 Signals ~ Goodbye to bloat. Simple, focused software that does just what you need and nothing you don’t.”

And you don’t have to be one of the big boys to do this either, tiny businesses are doing this too.

”At Sherbet we keep it simple; freshly baked goods handmade on site in small batches, using the best quality ingredients- Madagascan vanilla beans, French Valrhona chocolate, free range eggs, and fresh seasonal fruit. Inspired by the cupcake bakeries of New York city. Welcome to Sherbet.”

”Future Shelter products are designed by Adam Coffey and Jane King. We are driven by the need to create new and interesting products that are not mass produced but carefully hand crafted and locally made. It matters to us that our products experience a happy life from start to finish. We produce them lovingly in our workshop with care and attention to detail. We like to choose environmentally friendly ingredients (either recycled materials or reclaimed from local businesses) but we also consider the life of the product too. We want our products to last and be passed down through future generations.” [retired copy]

”Ristretto Perth’s Coffee and Espresso Specialists. Source, Roast, Share. Doing good things to good coffee in the Perth CBD.”

“The gifted people at Rochelle Adonis create a decadent feast of cakes and confections that will close your eyes and widen your smile.”

Does your business story make your best people breathe a deep sigh of relief, as they whisper;
“Thank God I’ve found her, where do I click, how do I book, when can I buy?”

Image by digitalexpress.