Who are the memorable lead characters in your business story? [Video]

7.5 min |

WHO are the lead characters in your business story and how can you make them memorable?

In this video post, we’ll talk about characterisation and how you can use this storytelling element to create more impact in your business writing.

 

You Are Your Brand

Sure, have brand ambassadors – customers, staff, contractors and raving fans; but you are captain of your ship.

It’s important that your personality, values, ethos & philosophies are infused into your brand.

This is your brand’s inner core or, as I like to put it, the Source of your Business River.

When the Source of your Business River is clear, everything flows beautifully.

 

Meet Kaimana

Found out more about Kaimana and her queendom by downloading the 8 Storytelling Sirens

Formal vs Informal Writing

When to use formal writing: Depending what kind of business you have or what you’re publishing, e.g printing a brochure with in-depth case studies & catering to a corporate audience which expects certain level of formality, or maybe you run a dental practice and your clientele are not pre-schoolers expecting their surroundings to be fun & playful at all times.

For whom informal writing is suitable: small businesses and solo entrepreneurs like YOU!

 

Write As You Speak

The most straightforward way {but may not be the easiest since your Inner Critic might get in your way} to ensure that your personality is infused in your brand is to write as you speak.

Be your normal self! Don't hide behind a mask, so your audience gets to experience the real you Click To Tweet

Are you:

Snarky & sweary? Playful? Pretty serious most of the time? Obsessed with crystal energies?

It’s a good idea to show that side of you upfront, so people know what they’re walking into.

 

Be Comfortable Writing

If you can push through that fear of being completely authentic, yourself, the person you are when you’re relaxed and with friends & family – if you can channel that in your writing you’ll be writing in your most natural tone of voice and your ideal clients will love it!

 

 

Full Transcript - 865 words

Who are the lead characters in your business story and how can you make them memorable?

Hi, I’m Jeda Pearl and I’m a copywriter and communication strategist. I help incredible entrepreneurs all around the world build deeper relationships with more of their ideal clients, using words with presence.

Today I want to talk to you about characterization in your business writing.

You have lots of lead characters, you of course, your ideal client, your staff members, your customers, but today I want to focus on you.

You are your brand.

Sure, you have brand ambassadors, your customers, your staff, and your contractors and your raving fans, but you are the captain of your ship.

It’s really important that your personality, your values, your ethos, your philosophies that they’re all infused into your brand. This is your brand’s inner core but as I like to put it, the source of your business river.

When the source of your business river is clear, everything flows beautifully. So your visual identity, like your design, and the imagery that you use and your communications, whether that’s written, video, or audio they’re all much clearer and that in turn, dictates a clearer message, enabling you to attract and retain more of your dream customers.

We’ll talk more next time about this business river concept when I introduce you to my third storytelling element, but today I want to share my octopus queen with you.

Here she is. Isn’t she gorgeous? Her name is Kaimana and she symbolises the second storytelling element character. To find out more about her and her kingdom or should I say queendom, you need to download my free guide.

Free business writing guide

But let’s get back to you right now, and how you can have more impact with your words.

Many business owners fall into being really formal when they’re writing, you know, it’s how we were taught at school and college, and that can actually come across quite stilted in today’s marketing environments.

Sometimes it is necessary to be formal, depending on what kind of business you have or what you’re publishing, for example, maybe you’re printing a brochure with in-depth case studies and you’re catering to a more corporate audience and they expect a certain level of formality, or maybe you run a dental practise and your clientele are not pre-schoolers and they are not expecting their surroundings to be all fun and playful at all times. So it really depends on the type of content you’re producing.

However, for the majority of small business owners and solo-entrepreneurs, like you and me, you are much better off leaning towards more informal language.

If you just spend five minutes online, from social media, whether it’s blogging, podcasting, video platforms, all the marketing and publishing these days are social mediums.

As a small business owner, you’re already at an advantage, this is something that all the massive, corporate multi-nationals would love to be able to do with ease and they spend a tonne of money hiring think tanks and agencies to develop that kind of messaging that connects on a one-to-one level.

In my free Storytelling Sirens guide I talk about the main three areas of characterization in your writing, but by far and away the simplest one to use is to write as you speak. It’s the most straightforward way to ensure that your personality is infused in your brand, but it’s not the easiest, your inner critic might well get in your way.

When you’re being your normal self and you’re not hiding behind a mask, your audience gets to experience the real you and this allows you to connect on a much deeper level. Now, once you’re working with clients, you’re kinda of snarky and sweary, then it’s a good idea to show that side of you upfront, so they know what they’re walking into.

The same goes whether you’re playful or a pretty serious person most of the time or if you’re obsessed with crystal energies. You know you need to bring those things into your brand. So if you can push through that fear of being completely authentic and completely yourself, the person you are when you’re relaxed with friends and family, if you can channel that in your writing you’ll be writing in your most natural tone of voice and your ideal clients will love it.

I want you to get comfortable with writing. And when you take out formality and add in conversational language, it puts everyone at ease, especially your ideal clients.

Okay, if you enjoyed this video and you don’t want to miss the next one, and please like my page above. It’s on one side to the other. And you’ll catch my next video. You can use my 8 Storytelling Sirens [guide] to strengthen your writing and stand out from your competition. If that sounds good to you then you can go ahead and download my free guide on my website jedapearl.com. I’ll pop the link below this video So that’s it for today.

Thanks so much for watching. And I’ll be back soon to introduce you to the third Siren and story element: Journey. Okay. Bye for now.

 

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