8th step for a successful restaurant / pub – Story
Storytelling is a way to connect with other people, because we as human beings like stories. Think about it, reading a book, watching a film or even listening to music is all about storytelling. All of these are huge industries in the word. That’s the power of stories, people can relate to them emotionally.
Why not use that power? If you are able to create a story around your business, you will be able to get people’s attention and they will be able to emotionally relate to your business.
How to create a business story? First of all, it’s not about your business! A business story is always about your customers. Well, you can include some small elements about your business, but you need to focus on your customers. You may ask why, why not talk about myself, my business, what we offer, etc.? The reason is simple: you want people to connect with your business, and the reality is that people like to speak about themselves. Because of this, you need to create a business story about your customers that they can relate to.
Just like in a movie, there is a hero in a business story as well, in this case (as discussed) the hero is the client. While we are talking about a story it has to include some main elements:
- The problem
- The solution
- The result
Those elements together form a story. Unlike films, storytelling should be short, because people don’t like to read or watch long content.
To take an example, let’s say you have a fast food restaurant that sells only 100% natural food. A business story could look like the following:
“You‘re hungry, you want to take care of your health, but you‘re busy and don’t have time to do anything, especially shopping and cooking. Do you know that feeling? We do as well, that’s why we built NatureFastFood, where you can get 100% natural food in less than five minutes. By choosing us, you will save time by also taking care of your health.”
As you can see, the story is not long and is very much about your customer. Almost everyone can identify with the problem, and by asking your customer if they know the feeling (of course they do, everybody does) they are affected emotionally, therefore they can relate to the story even more strongly. Then, of course you present the solution as well to them. Finally you also tell them the result, their life after they choose your solution.
Your next question might be, okay, I’ve created our story, but what do I do with it? Simple, share it with your customers. You can put it on the TV in your restaurant, on the front page of your menu, in the description of your business’s Facebook page, etc.
Hope you enjoyed this step, see you at the next one.
