Business owner Tosha Jackson of TYPOGRFX shares her tips and tricks for crafting the perfect narrative for your business!

I’m in the business of telling people’s stories. Whether it be the story of their family, their career or business, or something else, I create a story in the personalized artwork I create. Storytelling is an important part of human nature and one that has helped us preserve our past. The art of telling a good story is something nearly anyone can do. Every good story has key elements that can be learned, practiced and perfected over time. Telling the story of your business is no different and can be the key to a successful pitch, presentation or just introduction of yourself and your business.

The Beginning

The first few lines of a story draws you in – sets the stage if you will. This might include a bit about your background. What were you doing before you started your business? Where did you go to school? Were you in a totally different industry than you are now? Any interesting details that can draw a person in and capture their attention are crucial.

The Inciting Incident

What event triggered you to start your own business? Did you feel an overwhelming need for a change? Were you laid off or “let go”? Did you get fired for something out of your control? Don’t be afraid to share the nitty gritty details here. As an example, I used to shy away from using the word “fired” because it sounded serious – like I had done something terrible. In my case, it was simply because I had announced my pregnancy, something that I did not expect would affect my immediate job security. Including this in my own business story is important because it causes an emotional reaction from the audience, which compels them to want to know more.

The Realistic Challenges

Very few businesses launch and experience immediate, overwhelming success. (Good for you if yours did!) Most businesses face some challenges along the ways. Maybe it was financing. Maybe it was finding the right location or right people to build your business. Either way, don’t leave out these details. Again, it helps you to build up to your climax, which is hopefully a successful and thriving business! Be sure to mention what actions you took to overcome these challenges. This will help people relate to your story, and will be encouraging to other entrepreneurs who might be going through the same thing as you did.

The Conclusion (aka Looking Forward)

Unless you’ve sold your business, your story likely isn’t over – it’s continually evolving. What are your goals? What are your next steps to reach those goals? What kind of help are you seeking? It never hurts to ask, because you never know what kind of connections people may have.

Hopefully, these tips will help you craft and perfect your business story. Even if you don’t have an immediate need to present your story, it’s always a good thing to have prepared and practiced, because you never know when your next opportunity might come up and you’ll have to be ready in a moment’s notice!