Entrepreneurship is all about taking risks, leaving your comfort zone, and learning throughout the process. There are so many tasks to do that people can feel overwhelmed, but one tool that can help you keep yourself and your team focused on your business’s core purpose and connect with your audience is the story about your business. The story of your business is the engine that will keep your idea moving forward.

Today, we will learn about the importance of telling your business story, YOUR STORY, some tools to build your story, and how it can help you to create a successful business. People want to feel a personal connection with the brands they support; storytelling can help you achieve this.

Let’s start by looking at an example of a famous woman entrepreneur and her story. Sara Blakely’s story is one of resilience, determination, and creativity. After graduating from college, Sara worked several jobs, including as a door-to-door salesperson, and struggled to find her calling. Although Many of us have been there or are currently there, the good thing is that we know we have a calling. So don’t be scared to listen to your inner voice.

One day, she was getting dressed for a party and realized she didn’t have the right undergarment to wear with her white pants. So she cut the feet off a pair of pantyhose to create a smoother silhouette, and that moment was the inspiration for her now-famous shapewear brand, Spanx. Sara was determined to bring her idea to life, but she faced rejection after rejection from investors and manufacturers who didn’t believe in her product.

Sara’s brand has empowered women worldwide to feel confident in their skin. She has been open about her struggles with self-esteem and body image, and her brand has promoted body positivity and self-love. Today, Spanx is a global brand selling over 500 million products, and Sara has been recognized as the youngest self-made female billionaire.

But how can people connect with my specific story?

The answer is simple: emotions. People connect with stories that evoke emotions such as joy, sadness, excitement, or inspiration. Your story should touch the hearts of your audience and create a sense of empathy and connection. People who connect with your story are more likely to remember your brand and become loyal customers.

Your story sets you apart from your competitors and helps you connect with your customers on a deeper level. It enables you to create a brand identity that people can relate to and trust. Your story can be about your journey, struggles, successes, or mission. Whatever it is, it should be authentic, unique, and inspiring.

There are several tools you can use to tell engaging stories.

First, be authentic. People can tell when someone is not genuine, which can be a turn-off. Be true to yourself and your values, and let your personality shine. Second, use visuals and descriptive language. People are more likely to remember a story if it is accompanied by visuals, such as photos or videos, or if you are activating their imagination. Use these to help bring your story to life.

Third, use emotion. People are more likely to connect with a story that evokes emotion, whether happiness, sadness, or excitement. Use storytelling techniques, such as building suspense and breaking the expectations, metaphors, and sensory language, to help your audience connect with your story on a deeper level.

Finally, motivate people to sell through their authentic stories. Encourage your team members and employees to share their own stories and connect with customers. When people feel part of something bigger than themselves, they are more motivated and engaged.

Bonus takeaway, to craft an engaging story, start with a struggle that elicits emotion from the listener. From there, develop the conflict that arose from the struggle and describe how the situation made you or others feel. Finally, conclude with a resolution to the problem and explain the outcome. This proven structure can be applied to any story, whether you are telling it to sell a product, share a personal experience, or even on a date.

And you, what story are you telling?