Creating a visual image through words while connecting with your audience on a real and personal level is what storytelling is all about.

And storytelling is not only possible in business … it’s desirable.

Using interesting and honest details to provide the who, what, when, where, why and how of your company, product or service will make your story worth listening to.

Stuck telling your story? Start by telling it to a friend, colleague or coworker. Pretend you’re trying to entertain someone at a party. Say what you really want to say rather than what you think you should say (or what your legal department or boss would like you to say).

Record your story and then transcribe it to use as your first draft.

Remember, it doesn’t matter how you get to the story – only THAT you get to it.

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Thanks to the digital age, all of us are communicators of one kind or another. So let’s make sure we’re doing it right.

When it comes to communication, how well do you fare — compared to my five best practices?

1. Before you start writing (yes, even an email), do you pause to think about your intended audience?

If so, give yourself 1 point. Give yourself an extra point if you’re able to describe your audience in a sentence like this: “This email is going to my subscribers who are short on time and need practical tips for writing better and faster.”

Points _____

2. Using one to two sentences, can you synopsize your message?

If so, give yourself 2 points. If it takes three or more sentences, give yourself 1 point. If you can’t do it, take 0 points.

3. Is your message easy to understand? Hint: Ask someone to read what you wrote and then briefly tell you what it said. If they can do it easily, give yourself 2 points. If it’s more difficult, give yourself 1 point. If they really have trouble, take 0 points.

Points _____

4. Have you used jargon, misspelled words, convoluted sentences, misplaced modifiers, bad grammar and the like?

Nope? Give yourself 1 point. If you don’t know what I’m talking about, give yourself 0 and contact me.

Points _____

5. Do you have a clear call-to-action? In other words, does your reader know what you want them to do with the information you’ve given them?

1 point if you have a CTA, 0 if you don’t.

Points _____

How’d you fare?

7-8 points – Well done! You’re a credible communicator.

5-6 points – Very nice. You’re better than average.

3-4 points – Not bad. A little work and you could create more credible communication.

0-2 – Sorry, but you’re a serious slacker. Time to make some improvements.

Just remember my 5 best practices for better communication:

1. Think about your audience.
2. Know what you want to say.
3. Simplify your message.
4. Watch for grammar mistakes and spelling errors.
5. Include a clear call-to-action.

Where do you fall short?

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I’m constantly asking my clients who they’re trying to reach. When it comes to effectively communicating, you must know who you’re talking to. You wouldn’t talk to a first-grader the same way you would talk with a college professor, right?

Here’s a tip for getting inside the mind of your audience:

Go to where your customers are and silently observe. Watch what they do and how they do it. Read the emails they send customer service. Eavesdrop on their conversations with each other.

Refrain from making assumptions. Resist the urge to lead. Don’t ask questions (just this once). Simply watch and listen.

I promise you’ll come away with a new perspective about what their proverbial “pain points” are, but you’ll also have fresh insight into what motivates and excites them.

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Religion and politics.

They’re said to be the two topics to avoid when talking to others, especially people you don’t know very well.

Why?

Because those topics tend to evoke very strong, highly emotional responses.

Bad for parties and peace rallies, good for getting a conversation going.

Now, I’m not saying that you should include religion and politics on your web site, in your signature speech or throughout your marcom materials (unless that’s your business or life’s work).

No, the takeaway for communicators, writers, creative professionals and entrepreneurs like you is this:

Understand your audience’s emotional triggers so you can position yourself/your business to connect with them on an experiential level.

And that can make the difference in whether they choose you or your competitor.

So, how do you do it?

First, stop making assumptions about your audience. Get to know them on a real and personal level. Spend time with them. Ask open-ended questions and not only listen to what they say, but watch what they do.

Second, become real to them through storytelling. Some years ago I sat in on a United Way presentation at the company I worked for. It was a mandatory meeting and I had already made up my mind that I was not going to be coerced into donating any money. But during the presentation, the speaker invited a lovely young woman up to the podium. She shared a remarkable and heartfelt story of her traumatic brain injury and subsequent recovery thanks to the help of a United Way Agency.

It was impossible not to connect with her, feel her pain, understand her gratitude, and support her cause – all because she shared her story in a real and compelling way.

While your story may not be as dramatic, it can be every bit as personal. Stop limiting yourself to the all-business, all-facts copy that others default to.

Third, and finally, choose your words carefully. Pick words and create phrases that evoke feelings, while creating enthusiasm, energy, urgency or understanding. Use more descriptive, though not uncommon, words. For example, instead of saying “no maintenance,” try using the words “worry free” instead. See how the first choice is more factual while the second is more emotional?

By getting at — and responding to — your audience’s underlying values, needs, beliefs, feelings and experiences, you can help shape the way they feel about you/your business.

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