What is a story?
Story/ noun (pl) –ries: A description, either true or imagined, of a connected series of events.
Stories are one of the world’s favourite ways to communicate information, experiences, attitudes or points of view. They’ve been around since the beginning of time to share ideas, celebrate successes and influence future generations. Every story has a teller and a listener…and the listener almost always experiences or learns something as a result of hearing the story.
Why tell stories?
Neuroeconomist Paul Zak has proven that hearing a story causes our brains to release cortisol and oxytocin. These chemicals trigger the uniquely human ability to connect, empathise and make meaning. Stories are literally in our DNA!
So it makes a lot of sense to use stories as a way of communicating your unique value and point of difference to prospective customers.
How do we tell them?
OK, so stories are great. But how do we tell a good one? Using a simple framework to structure your story will help shape your thoughts into a logical flow. We recommend using four key parts:
1.Situation/Context
What are the conditions that exist for the story? What sets the scene for the information and details to follow? What starts the story?
2.Character
Your customer is the hero of the story. So clearly define who they are – get as detailed as possible. The more you know about them as a human being, the more personal and relevant you can be.
3.Complication
All stories need tension – a problem to solve – otherwise they’re just plain boring. Understand your customer’s issue. What needs to change in their lives? What do they need help with?
4.Resolution
How does your product/service solve their problems? How is it different from the competitors?
Finally, review your story.
Reviewing your story is the final step. And a very important one. Make sure you check that the story you’re telling is achievable. Can you deliver? Will it make you money? It’s no good telling a good story that can’t be fulfilled.
How does a New Zealand Story help your business?
As marketplaces around the world become increasingly competitive, telling a full New Zealand story can help leverage the unique attributes we possess. By telling a story using the NZ Story framework of Open Spaces, Open Minds and Open Hearts, we can cut through the noise and tell a story that resonates with offshore markets. Read more about the NZ Story.
What next?
Download the template, write up your story and get started.
For more support, check out our 'Crafting your NZ Story' workshop and book your spot for a two-and-a-half hour hands-on session to help you develop your story.