For a long time a service or product is no longer important, but the story that is told about it. Prototron’s marketing manager Argo Kubja shared thoughts and tricks on how to put together a good story. Although at first glance the topic may seem daunting, we can say that you do not have to write the next saga of “Lord of the Rings” or become Dostoevsky.

Storytelling has become a basic skill with human development. So telling a story is not difficult at all. How to find the right story that will bring another customer to your website – well, this is the difficult part. It’s about as hard a nut as the wording of the previous sentence. I apologize for that.

Seven important things about storytelling (out of a million possible):

Find out the purpose of telling the story. What should the listeners of your story feel, want, think?

Listen! We want to hear what we like. Communicate with your customers. Communication is always two ways.

What channels do you use? Different communication channels give information in different forms. On Instagram, we tell in pictures, and on the website blog in writing. Where is your customer base and in what form do they consume information there?

Stay organized. – Regularity is the keyword here. If there has been silence in your communication channel for 4 months, then the customer may get the impression, that the company does not exist anymore. Secondly, tell similar stories regularly. People develop an understanding of you. If you step out of this role unexpectedly, it will be alienating.

Be convincing. If you have some facts, research, then it will only confirm your credibility.

Be clear in self-expression. It is easy to confuse the clients. Before releasing the information, make sure that it does not change the next day, or day after that, or even longer.

Less is more. – Think about what information is important and share it.

Now let’s talk about what a good story should contain.

Significance – The story could be instructive, inspiring, or entertaining. We tend to underestimate our experiences, but we all have something in our lives that others can learn from, be inspired by, or just laugh at, or empathize with tears.

Personality – Try to express yourself as similarly as possible. There is no need to overemphasize or underestimate yourself.

Emotionality – Avoid negative emotions. Try to express emotion in words, and by that, we don’t mean emoticons.

Simplicity – try to stay central to one topic.

Honesty – Just be honest. Argo gave an example of a company that came up with cool customer feedback and it was quite successful until one day the truth came out.

If you don’t communicate your story yourself, someone else will: your competitor, a casual journalist, or your mother, and you may not like their stories …