How to start your business story
with a bang

Part 1
How to start a story - part 1

How to start your business story with a bang – Part 1

How to start your business story with a bang – Part 1 370 218 Shlomi Ron

When you pitch your prospects or creating new marketing assets, how do you pull your audience attention right from the start with your business story? This is especially critical at the top of the funnel of your buyer’s journey when you’re dealing with strangers that carry very narrow attention span.

Welcome to my blog series that will explore a few powerful ways you can start your business story with actionable advice you can test right away with your audience.

A simple, yet a powerful storytelling principle you could apply in your live presentations, explainer videos, and other visual formats, is to start your story from the middle.

Starting your story from the middle where your customer conflict lives, establish high stakes
and “what’s next” curiosity.

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Instead of boring your audience with a long introduction about your backstory, talking about what got you to where you are today, start immediately with “the meat.”

What I mean by that, is that if you look at the classic 3-act story arc structure: setup, conflict, and resolution – then your story should start by talking about the conflict you’re trying to solve.

Assuming of course that the conflict you’re talking about is a major pain point for your audience, this allows your audience ears to immediately perk up as you establish instant high stakes and boost their interest to “learn what’s next?”

Why? Simply, because we all tend to listen up whenever somebody talks about a major pain we’re currently facing.

Depending on the visual format experience you work with, you can add extra engagement layers.

For example, kicking-off your presentation with a question-driven visual, brings another engagement level, as you’re not only starting with a super relevant conflict, you’re also posing a question that you could use as a springboard to solicit a few opinions or interactions from your audience.

And transforming your audience from passive listener to active participant is a huge factor in building your narrative credibility.

Shlomi Ron

Co-founder, CEO at Visual Storytelling Institute. After 20 years of well-rounded digital marketing experience, having worked both on the agency and client sides for Fortune 100/500 brands such as American Express, Nokia and IBM, Shlomi has co-founded the Visual Storytelling Institute (VSI) to help business leaders rise above the noise through the power of storytelling and the effectiveness of visual media. Follow Shlomi's visual stories on Instagram.

All stories by: Shlomi Ron

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