Did you know that business narratives are very important to companies and even affect their profits and losses? Did you know that the business narrative is an important element to build the image of a product or a company in the eyes of the audience? And did you also know that not all businesses or companies can write a good narrative to promote their products?
Let’s admit that writing a business narrative is never easy. When doing branding, a business narrative is one component that is often overlooked by marketers, even though a narrative like this has a fairly large impact on a business. Besides being able to strengthen the identity of a product or business, the existence of a business narrative is also able to make potential customers more interested in using the services or buying the products you offer. Especially an authentic business narrative that is unique and highlights the branding of a particular business or company.
For a long time, many brands have written business narratives as a method to attract and retain customers through the media they write. They use a business narrative method which is also known as storytelling which describes a product, makes customers interested in their business, and then makes a purchase, in an interesting way and method, of course.
Do not be mistake business narrative with ads that, according to many people, are disturbing and annoying. A company even takes a long time to write a business narrative that is interesting, authentic, and makes many people curious about their product. So, of course, writing this business narrative is different from the advertisements we often encounter either in print or electronic media.
To write an interesting narrative about your business is one of the many parts of the brand that you should pay attention to. How do you want your brand visible to your target market? That's why, to write an authentic business narrative, of course, requires research, creativity and effort, and of course, patience.
However, once the narrative is created, you are already making a long-term investment that benefits your brand's survival. An authentic business narrative is now able to become an important element that will show the direction of your business marketing strategy. And its results will greatly benefit your brand, both in terms of visibility, development, and subsequent impact.
So what exactly is a business narrative, and how to write an authentic and interesting business narrative? In this article, we'll cover how to write a business narrative. We will learn writing techniques; to write an authentic business narrative so that many people will be interested in your business.
What Is a Business Narrative?
A business narrative is the use of an authentic and emotional story by a brand for promotional activities. When writing a business narrative, you can introduce your product by getting consumers interested in your business story. Instead of directly explaining what the advantages are and what can be provided by your product, this way of promotion using business narratives will be more effective to directly influence their subconscious to buy your product.
Business narrative as a managerial tool is seen as capable of helping corporate leaders to achieve superior performance. A business narrative is a written form of a series of events that provides the context in which the business operates. To write a business narrative should not be careless; it takes an authentic and interesting idea. When you write it, it means you tell not only about your product but also your company. To write a business narrative means that you are risking the image of the company and the business you manage. That's why you should write something authentic but still interesting, straightforward, and easy to understand and remember.
A good and authentic business narrative can attract consumers' attention. By framing promotions with interesting narration, it will certainly be a factor in customer interest in your business.
Writing an authentic and compelling business narrative means making the message you want to convey is easier for potential customers to remember. To write an interesting, authentic narrative is certainly a must to be able to attract more potential customers. Another benefit of business narratives is that the message you want to convey will be easier for consumers to understand, and of course, this will be very effective if applied to your business or brand.
Writing a narrative is your first step in attracting potential customers. Not all narratives can touch and attract potential customers. Only an authentic business narrative that makes sense and is not excessive but hits the hearts of consumers; that will provide benefits for your brand or business. That's why if you write a business narrative, then a lot of things must be considered and taken into account. To write a narrative, you need to understand many factors from consumers and, of course, market trends as well.
So how to write a business narrative that will help us to promote our business more? Here are some tips worth trying!
1. You are in control of the narrative
When writing a business narrative, you are in control. Whether later the business narrative that you write will be famous and become a legend or even flop, it depends on yourself. The thing to remember when you write it, every company and business has its own story and narrative that you can pick up and develop. You can make it so phenomenal, but of course, still, be authentic and not exaggerated.
To write a business narrative, you must know the uniqueness of the business or product, or company you manage. That's why business narratives should be things that can unite people and provide valuable and memorable lessons for them to always be remembered and become legends. Even if you're writing a narrative, being in business doesn't mean you're completely telling old-school stories or tales to entertain people. To write a business narrative means that you are actually conveying your company's values to consumers.
It is understandable that you certainly want to boost the business or company you manage, but it is better to write in a simple, authentic, and not too complicated way. A simple narrative will look more realistic and believable. Instead, the complexity can erode the confidence and trust of potential customers, yet they will just assume what you write is just a mere hoax. That's why the narrative must be written as simple as possible, authentic, and still realistic. What matters is not what your business or brand is but why your brand exists and why people should use it.
It should be understood that the best way to write a business narrative is to include a personal element, for example, by writing elements of the background atmosphere that are authentic and relevant to the customer's situation. Even so, remember that you are still in control of the narrative that will be accepted by the public later.
2. To write a business narrative, try not to assume anything
Assumptions are things to avoid when you write a business narrative. We often assume the views of consumers about our products or brands. Assumptions become trivial things that cause the business narrative to become something that seems weak or, on the contrary, excessive. Usually, companies assume about their product and then write a narrative, and it turns out that what consumers think is different from what is narrated by the company.
To write a business narrative, be open about various external factors outside of your brand or business. Consumer profiles such as educational background, income and geography, and market indicators play an important role when writing an authentic business narrative.
Consumers, in general, are not only interested in a fact that is told informatively because it will seem boring. You have to write the information into an authentic narrative to make it more interesting to read or view. Therefore, use the most current point of view for a business narrative that is both informative and interesting.
Don't let personal assumptions influence how you write a business narrative. For that, you can do research to find out what factors can affect the business narrative rather than make assumptions that arise from yourself.
To write a business narrative that will be communicated to customers, avoid using extreme or false claims. Write an authentic claim that you can give to customers through your product or service. You can write according to authentic circumstances and do not exaggerate because it will actually be a boomerang that will attack your business back in the future.
3. Nothing is perfect; neither is your business narrative
The business narrative is indeed important to build the image of a brand; it even has an important role in attracting customers and the continuity of your business. But that doesn't mean you have to overdo something that makes the business narrative look perfect and sparkle like gold. Remember, authenticity is one of the main requirements for writing a good business narrative. To write a business narrative, you must create storytelling that is authentic, easy to understand, memorable, but not overwhelming.
Authentic impressions on business narratives also don't depend on the success of your brand or maybe your company's past. You may write about the golden times of the business that you are narrating, but it could be that those times have passed and are no longer relevant.
The golden times may be tempting, but to write an authentic business narrative, you should avoid them. In today's era where consumers get a lot of information easily, consumers can see for themselves the reputation of your business. If consumers want, they can easily find information about your brand. So writing it down about the golden times of the business you manage will seem a waste of time and not important.
It is not easy to write a business narrative. But you can start to write it by telling from the beginning of the journey to the current state of your business. Also, you can write about the goals and what your brand has been and is working on. Let customers rate and retell your business narrative. Make the narration as interesting and authentic as possible so that people are more interested in buying from your brand.
4. Don't be afraid to give a conflict to write a business narrative
To write a business narrative, there are many things to consider. One of them is to write the conflicts that occur so that the storytelling is more interesting. Then what kind of conflict can be written for a business narrative? It may sound strange, but you can write about business or company failures.
An authentic business narrative must involve conflict and processes within it. Authentic conflict will make potential customers feel interested in the narrative conveyed. Conflict is a struggle or how the character faces the problems and challenges that exist. There's no need to be too dramatic. To write a conflict, make sure it's as natural as possible but still emotional and authentic. If you write a conflict, also think about what kind of emotion you expect from consumers towards your business narrative content.
When you write a business narrative, you don't just keep telling stories about the success of your brand or company. You can even write down your failures, challenges, and problems. Even a big businessman like Bill Gates has many dramatic and spectacular failure stories that he writes, and he doesn't hesitate to share with the public. The most important thing is that your narrative remains authentic, and remember that customers can cross-check the facts easily now.
To write a business narrative means that you communicate and tell those who see or hear your story. That's why to make it fun and memorable, you can write about unexpected things that will conflict with the business narrative. The thing to remember is that you don't overwrite, don't over-dramatize, and still give control to your narrative even though there will be feedback from many people later.
5. Avoid the tone-deaf impression when writing business narratives
If you write an authentic business narrative, one thing you should absolutely avoid is a tone-deaf narrative. To write a business narrative, you have to stay connected with consumers and understand their emotions so you can write something that is authentic, easy to remember, memorable, and certainly not tone deaf.
The brand, especially the marketing team, is required to maintain business as well as reputation in any conditions, including during emergencies. Like any marketing activity, writing a business narrative and message still aims to attract the attention of consumers.
As the name implies, tone-deaf associates messages that lack sensitivity to the situation that is currently happening or faced by potential consumers. Adjusting the message will ensure that the narrative presented to the public remains relevant. This makes marketers also need to be supported by communicators to write good business narratives and to participate in analyzing the potential for consumer acceptance of the marketing content that will be presented.
For example, in this era of the pandemic, it is inappropriate to write a business narrative that leads to controversy, such as holding sales or travel discounts to various parts of the world. Even though it looks good, this kind of business narrative is not in accordance with the current situation, is not authentic, and seems to make your brand less sensitive.
Therefore, the brand needs to be careful to write narratives to the public. Instead of being expected to bring benefits to the business, marketing activities through a tone-deaf business narrative have the potential to bring consumers closer to the point of saturation due to narratives that are less relevant and sensitive to the situation.
Indirectly, write a business narrative as if inspired by the consumers themselves. You can write a touching story in which will be an interesting choice. Imagine if the authentic narrative you wrote could touch the human side of every consumer. When consumers feel bored with ordinary promotions, your ad will be judged as a breath of fresh air with a touch of feeling and emotion.
To write an authentic business narrative is not something that can be done in an instant. Remember, when writing a business narrative, brand and company names are sometimes at stake. Especially in this day, consumers are getting smarter to judge the good and bad from the narratives of your business.
In this day, the solution to survive in the midst of fierce business competition is to connect with consumers. Businesses need to connect with them, capture their hearts and engage with them further. In the process of this approach, an authentic and interesting business narrative can be a solution to win the hearts of consumers. Therefore you have to write something interesting but still authentic and in accordance with consumer culture.
To write a business narrative, you shouldn't assume anything, don't overdo it, avoid a deaf tone that offends consumers, and stay in control of what you write and narrate. A strong and authentic business narrative is the key to customer communication, conversion, and loyalty. Therefore be careful to write an authentic and interesting business narrative.