3 C’s of Storytelling in Business
There are 3 parts to business storytelling: Company, Client, Community.
Content created from the 3 C’s of storytelling in business form the narrative of our corporate story. Some pieces of content will focus on just your company, others just client or community. Others yet will encompass two or even three of C’s.
Apple’s “Your Verse” commercial, an advertisement for the iPad Air tablet, is a well done example of a short, lightly produced piece of content which hits on all 3 C’s of storytelling in business.
1) Company
Let’s start with what storytelling about your company is NOT. It’s not a list of your products and services, industry awards or your latest sales pitch.
Tell the stories of the people who make up your company.
Where they’ve been,
Where they’re going,
What they do when they’re not doing what your company does.
If you want to talk about your products, don’t just tell people about them, show them in world, doing what they do. This is what I love about the “Your Verse” commercial. Apple doesn’t once mention the iPad Air tablet. However, you see the tablet in the video, in action almost a dozen times.
Don’t tell your audience what your product or service does… show them.
2) Client
People want to buy the things and use the services that people like them buy and use. This is commonly known as, “Keeping up with the Joneses.”
In the “Your Verse” video, Apple doesn’t mention the specific types of people who would benefit from the iPad Air tablet. Instead, they put their clients on display, filming them as they embark upon their creative endeavours.
This commercial is appealing to society’s creatives by showing them what is possible with a little bit of imagination and a iPad Air tablet.
Highlight clients in your content to show your audience exactly who you help.
3) Community
Creating content about the community within which your business operates, (be that physical or virtual), creates a sense that your business is one of them. This is relatively easy for local businesses with a physical location and more difficult for regional, national and virtual businesses.
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