Startup Storytelling - How to use storytelling to engage customers, investors & recruits

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Good storytelling is like good design. When it’s done right, it looks effortless yet captivating to the audience — and people forget they’re on your ride. How to use storytelling to engage customers, investors & recruits...

Marketing

Good storytelling is like good design.
When it’s done right, it looks effortless and
captivating...
...and people forget they’re on your ride.

The story is about your business…
… but it’s really about your customer

GOOD STORIES
Consistent
Recognizable
Functional
Emotional
PERSONAL

WHERE
EMAIL welcome email, reiterated in onboarding, as part of engagement and
recapture
PRESS pitches, press kit, boilerplate, press releases
FUNDRAISING deck, pitches
WEBSITE /about, /team, /why-us, /press
PROFILES crunchbase, angel list, linkedin, Facebook, twitter, moar
EVENTS speaking engagements, networking, meetups

STRUCTURE
ONE consistent story...
different formats:
short 3 word
medium few sentences
long few paragraphs

PSYCHOLOGY
Relateability
Curiosity
Triumph
Underdog (vulnerability, doubt)
Innovation
CONFLICT <—this one is not optional

STORY ARCS
Small Town Hero (against all doubts, hits it big on the
internet)
For years, no one could solve my problem… (so I built
the solution myself)
Customer hero (if they did it, you can too)
I wasn’t always a ___ (humble beginnings)

6 DOs and 1 DON’T
1. Chronology -- not needed
2. Make a word bank
3. SHOW with images
4. SHOW with multimedia
5. SHOW with social proof
6. DON’T LIE
7. If your story is boring...

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Startup Storytelling - How to use storytelling to engage customers, investors & recruits

1. @susanfsu startup storytelling

2. Good storytelling is like good design. When it’s done right, it looks effortless and captivating... ...and people forget they’re on your ride.

3. The story is about your business… … but it’s really about your customer

4. Brecht’s “smokers’ theatre”

8. Storytelling is NOT just pitching.

9. GOOD STORIES Consistent Recognizable Functional Emotional PERSONAL

10. WHERE EMAIL welcome email, reiterated in onboarding, as part of engagement and recapture PRESS pitches, press kit, boilerplate, press releases FUNDRAISING deck, pitches WEBSITE /about, /team, /why-us, /press PROFILES crunchbase, angel list, linkedin, Facebook, twitter, moar EVENTS speaking engagements, networking, meetups

11. STRUCTURE ONE consistent story... different formats: short 3 word medium few sentences long few paragraphs

12. PSYCHOLOGY Relateability Curiosity Triumph Underdog (vulnerability, doubt) Innovation CONFLICT <—this one is not optional

13. STORY ARCS Small Town Hero (against all doubts, hits it big on the internet) For years, no one could solve my problem… (so I built the solution myself) Customer hero (if they did it, you can too) I wasn’t always a ___ (humble beginnings)

14. 6 DOs and 1 DON’T 1. Chronology -- not needed 2. Make a word bank 3. SHOW with images 4. SHOW with multimedia 5. SHOW with social proof 6. DON’T LIE 7. If your story is boring...

Editor's Notes

Good storytelling shows rather than tells. Good storytelling CARRIES people -- it doesn’t make them feel like they’re walking uphill. Be honest -- Does reading your startup’s story make people feel like they’re walking uphill, or like they’re floating?
Startup storytelling is about the startup, and the founders. But like all good marketing, it’s really about your customer and your audience.
Bertolt Brecht, early 20th century playwright and theater director that set the stage for modern and post-modern thought and literature…
Benefits not features Good storytelling doesn’t always go in chronological order — or include all the details The chronological / logistical details are only there to support they story; they are not the story. Chronology can give you a natural structure if you don’t have another story arc, but it’s not the only way. Protips: Make a Word Bank Use the same words and story elements everywhere Support or tell with images Support or tell with multimedia DON’T LIE If your story is boring, tell your customers’ stories (Subway Jared — remember?)

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Editor's Notes