While many businesses begin to re-open, there's also a new generation of budding entrepreneurs looking to expand awareness of their company. As leaders evaluate their vital next steps, they will have a strong focus on communicating their company's vision. Whether leaders are engaging with potential investors, employees, or even just likeminded individuals, the quality in which they communicate their story will have a major impact on their business' achievements. But how can leaders effectively communicate countless hours of hard graft and commitment, condensed into a gripping 5-10 minute pitch?
Cut it down
First and foremost, cut out the majority of the information - just keep the important bits. Although a business's life has surely been full of twists, turns, ups and downs, failing to mercilessly trim down their story can cause leaders to miss the mark on effectively communicating it to audiences.
This strategy requires some tough intervention, often removing parts of your story which seem important to you but don't necessarily add value to your audience's journey. Regardless of how good the content is, if it doesn't connect to the audience it isn't necessary for the story.
Hook them in
An effective strategy is to identify the 'hook' and what it is leaders want their audience to take away from the story. Once those aspects have been identified, the difficult task of cutting the unnecessary material will become a lot easier, as any information not directly involved with the hook or takeaway can be removed.
A hook should be pinned down to something specific, rather than a flimsy ideology no one can grip their imagination onto. An effective way to engage audiences is to invoke an emotional response or working memory to ensure they're being transported through the story.
Knowing when to stop pushing the hook can also be a major factor when engaging audiences. New research from the Harvard Business School has revealed employees need just 15 minutes per day to reflect on what they learned to improve their performance.
Make it coherent
As well as ensuring the story is creative and engaging, it's vital to ensure it is also coherent. Make sure all of the vital points are summed up at the end of the story, ensuring not to fall into the trap of sounding too snooze-inducing. Many leaders fail to end their story on a lasting note, so be sure your reflections are just as gripping as the rest of the story.
Rutger Bruining, CEO and Founder of biography writing service StoryTerrace, explains the importance of leader's storytelling strategies:
"The benefits of storytelling, reflecting and re-evaluating one's life lessons is well documented, but the impact it can have on abusiness's achievements is often overlooked. By following these useful tips, leaders can reap the benefits of storytelling to generate brand awareness through gripping pitches and engaging conversations.
At StoryTerrace, we see the benefits of people telling their life stories every day. People admit mistakes and guilt, but also take time to evaluate successes and spend some time thinking about what they have achieved. This strategy forms a recipe for success when it comes to communicating the essence of a business to the world."