As you begin to tell your story, it’s most tempting to talk about how your business came to exist. That’s the obvious starting point, because it’s only a small leap to your sales message.
But it isn’t usually the most powerful story…
The most powerful stories are the ones that emotionally injured you in some way, and caused you to put up your emotional armour.
Emotional wounds have the habit of encasing you in deeply entrenched fear. For months or years after the event they alter your behaviour, causing you to avoid people or situations that might recreate the trauma.
We all have these emotional wounds, in different ways. For some people these are big, obvious events. The death or absence of a parent, for example. For others the trauma itself may seem more trivial.
The standout incident in my childhood was stammering in French class. For years afterwards I avoided situations that might recreate the incident, even avoiding entire subjects at school. (Drama? No thanks!)
I wrote about this in my Six Rules of Storyselling series.
If you want a story that really connects to people on an emotional level, the bravest choice is to select an emotionally traumatic event. Rather than put people off, your vulnerability will let people connect with the real you.
There’s nearly always a way to tie it back to your marketing message.