What's in a name? Captivate and connect with simple business stories
When I meet with a prospective client, we’ll spend some valuable time talking about their business, particularly if I’m going to be blogging or writing copy for them. I need to know what makes their business different from its competitors, after all.
To understand more about the business, I’ll ask questions that aren’t immediately clear to me, such as how the company got its name, why it was founded, and what service its customers can expect. The answers are most often where the owners’ passions truly lie; it’s wonderful when their eyes light up and they start talking excitedly about their business!
We’re always being told that business storytelling is the key to success, and that’s because the more we know and understand about a company, the more opportunity
Throughout the course of these conversations and at networking events, it’s amazing how many illuminating stories I’ll hear – ones that business owners haven’t thought about telling before.
Finding the “whats”, “whys” and “hows” of your business
Something simple, such as how you came up with your company name, is often the route to an instantly engaging story (note that mine is not a fantastic example of this – since Nina The Writer should be pretty obvious!)
I spoke with two separate business owners recently, both of whom had company names that weren’t pretty obvious. On asking for more information, I found out that one had been named after a lucky charm given to them when they started their business, and the other in tribute to a beloved family member.
Telling a story like this in a blog post, or on your company website (the ‘About’ page is the ideal place) will help potential customers engage with you. You’re showing that there’s a real and approachable person behind all the formalities of business – and how many times are we told that in business, people deal with people?
If you’re looking for new ways to connect with people, you could do worse than taking some time to brainstorm all the “whats”, “hows” and “whys” that we all take for granted during the course of our endlessly busy days, weeks, months and years. Play around with them for a while, and when you find one that lights you up inside – well, you’re onto a winner!
Can I help you discover – and tell – an engaging business story? If you’re struggling for time or inspiration, let’s have a chat.
Related Articles
When Schedules, Goals, and Rituals Don’t Work
Why failing to plan could be just what you need to succeed.
Read moreHow Dare They Criticise Me! How To Make Good Use Of Feedback
How not to drown in other people's opinions.
Read more
How to Shape Your Book Idea… So You Can’t Wait to Write it!
Maybe you haven’t done anything with that idea yet, because it’s just too vague.
Read moreWhy ‘Explain Your Obvious’ is the Secret of Persuasive Writing
Explaining what’s blatantly obvious to you, could turn out to be advertising gold.
Read moreThe Persian Flaw (Or, Why We Don’t Have to Be Perfect When We Write)
Don't let spelling and grammar fears stop you from writing.
Read moreBlogging, and the Importance of Bodacious Self-Expression
...they were learning how to express their true feelings in words, and the results were honest, uplifting, and totally magnetic.
Read moreHow to Learn from People Who Aren’t Like You
No matter how scary it seems, learning from difference will benefit you much, much more than the comfy mediocrity that similarity brings.
Read moreSecret Sauce to Give Your Blog Posts Added Spice
"If you want to grab readers’ attention, you have to start with the heart."
Read moreHow I Got Better At Public Speaking
My journey from terrified mumbler to casual speaker, in easy-to-follow steps.
Read moreHow to Transform Your Blog Into a Book
If you have trouble motivating yourself to write that next blog post, whisper a little reminder: this could be a book one day.
Read moreDoes Your Website Need a Copy Refresh? (Mine Did)
Revamping your web copy will give your business the gift of reconnection.
Read moreWriting to Sell? Weird Words and Crazy Phrases To Avoid
This is a blog post unlike any other.
Read moreThe Trials and Tribulations of the Freelance Holiday
As a freelance writer, taking a break is always a challenge. But I push on through the guilt, and here's why.
Read moreHow to Write a Review (That's Actually Useful)
Reviews get read, because people assume they might be useful. Don't disappoint them!
Read moreThe Magic of Kismet Marketing
Has your marketing strategy got room for some unexpected magic?
Read moreAre you too modest to write a book?
If you've always wanted to write a book, but were put off by the people who already have - help is at hand!
Read moreOK, so you got a six-figure business. That don't impress me much
Where's the value in empty business gurus?
Read more
Is your business preaching to the converted?
How to sell your amazing ideas to a brand-new audience.
Read moreThe foolproof formula for blogging success
How regular blogging will boost your business - as if by magic!
Read moreThe Art of the Written Compliment
If you're too embarrassed to give (or receive!) compliments, writing it all down can work wonders
Read moreLooking for a way to beat the January blues? Start with a letter
It's Universal Letter Writing Week - how will you celebrate?
Read more
Five Fantastic New Year's Resolutions for Freelancers
Five easy resolutions to help your freelancing career thrive in 2019 - promise!
Read moreStuck in a career rut? Get someone else to write your CV – and thrive!
"The right person will help you come across as yourself, but in a prouder, more polished, 'look what I’ve achieved' kind of way"
Read moreHow to choose the right coach or training course – at the right time
"If you like someone, you might be tempted to look for excuses to work with them, even if their particular skills aren’t what you need."
Read moreWhy giving up on social media is a mistake...
Easy tips to help you fit social media nicely into your life - no mindfulness seminars required.
Read moreBeware of the flowers: why customers don't care about your business
Focus on telling interesting business stories that reflect your ideal customers’ lives back to them.
Read moreIf you can’t take criticism, don’t be a writer!*
You can always learn from other people's insights - good or bad
Read moreRamp up your summer content to reap winter rewards
Keep your summer content fresh and updated to be remembered all year long.
Read more
Appreciate your freelancers, and be rewarded with their best work
How to become every freelancer's favourite client!
Read moreWhy a degree doesn't equal real-world competence
Sometimes, just putting the work in is enough.
Read moreRelax: a “no” for a freelance job can be a good thing!
Know what you're good at, and rejection won't seem so bad!
Read more
Talk confidently about something you love: set a speaking challenge!
How setting a speaking challenge forced me to talk confidently about the work I love.
Read moreFreelance reflections in the snow
Just like building the perfect snowman, carving out your freelance identity can be tough!
Read moreWhy spelling and grammar don't matter
Don't let bad spelling put you off writing the next bestseller!
Read moreWhat's in a name? Captivate and connect with simple business stories
Finding the 'what's', 'whys' and 'hows' of your business will help people connect with you.
Read moreBreak free from your CV: career transformation tips for 2018
Don't let your CV hold you back this year - it's time to think big!
Read moreFive New Year's Resolutions for Freelancers
Are your social media posts crushing your business?
How to write interesting content for any business (even yours)
What are your customers really saying about you?
You're writing great content. So why aren't people reading it?
It takes time to craft compelling
Got a book or blog to write? Beat the block and get it done!
November means #NaNoWriMo - so whatever you're working on, it's time to get it done!
Read moreHow will I sound like me, when you're doing the writing?
Ironically, it's when you're writing about yourself that you will sound least like you. Hiring a writer to do it for you can bring a whole host of benefits.
Read moreHow coffee and cake can change your career!
How involving others will help expand your career horizons.
Read moreWhy you definitely shouldn't write a book in a weekend!
Writing books is big business - or at least it can be, if you get it right. For starters, this means not rushing the process!
Read moreThe Ultimate Guide to... the Ultimate Guide!
A how-to guide for writing the ultimate downloadable guide for your business.
Read moreTry this simple formula to create a killer profile headline!
Headlines are always difficult to write, so here's an easy way to craft something original for your personal and professional profiles.
Read moreWhat do successful entrepreneurs and guests on the Jeremy Kyle Show have in common?
There's a lot of vague career advice out there, so if you're looking for insight that goes beyond "be yourself and follow your passion" you may have to leap before you look!
Read moreHow to beat those pre-presentation jitters
Standing up and presenting to a group of people is something that strikes fear into the hearts of even the most confident people - so if you're an introvert like me, it can really be the stuff of nightmares! Here's how I tackle my nerves head-on, with some careful preparation and relatable content.
Read moreCreate a schedule you can stick to (it's not as hard as you think!)
Creating a schedule can be a difficult task, especially when you're planning for work you're not being paid for - or that nobody is expecting! Here's how to get started on crafting a time plan that will work for you.
Read moreCopywriting for beginners
Whether you want to hire a copywriter, or just want to give it a go yourself, it can be hard to know where to begin. My experience on the copywriting trail has helped me discover a few handy insights.
Read moreOn creating a writer's life
This week I'm responding to the questions people have asked since my Careershifters' Success Story was published recently - all about creating a writer's life.
Read moreDiscovering your unique writer's voice is easier than you think
You don't have to be a professional writer to discover a unique writing voice that speaks to its readers. Finding your own voice is often easier than you might think, and it all starts when you write from the heart.
Read moreNo job for life? How a tailored approach to job-hopping can win your next career move
Did you know that so-called 'job-hopping' can be an asset to your career search? Whether you prefer stability or excitement in your career, planning your next move is all about packaging your skills and making the right kind of approach.
Read moreWhy it's sometimes OK to turn down freelance work
Going freelance doesn't mean you have to accept every piece of work that comes your way. Being discerning with your time and effort will help you reap the rewards of being your own boss...and you'll get to work with some great people too!
Read moreThe truth about blogging for business
Are you reading this over coffee, or maybe as you wait for a late train? Blogging for business is a handy way to keep in regular contact with your followers and show them the human side of your company, but it can be difficult to keep it going once you've started. It's worth it, though - so here are a few tips to keep your blog posts consistent and entertaining.
Read moreHow to write your first CV
Writing a CV is tough enough when you've got years of experience under your belt, but when you're just leaving education it often feels like you haven't got anything to shout about. Here's how to write a first CV that will stand out from all those bland lists of education dates and shop jobs!
Read more“Telling it like it is” – giving effective feedback in writing
There's a new trend sweeping Silicon Valley - giving honest and direct feedback to your colleagues. Before you go rushing in, focus your message by writing it down first...your colleagues and your career will thank you for it!
Read moreShare your expertise - write a business book!
All those celebrated business gurus had to start somewhere...and the most successful ones know how to tell their stories in a relatable way that inspires others to act on their dreams and ideas. By writing a business book, you can do just that yourself!
Read moreRead this before you write your next recruitment ad!
Writing a recruitment ad is often a rushed activity, with the words used ones you've read many times before ("dynamic" anyone?) Here's how the Banks children managed to recruit their ideal candidate - Mary Poppins! - by using clear and creative words that stood out.
Read moreThe bracing benefits of a car-free business life
What better way to kick off a new year by getting out into the fresh air? Here's how I manage a busy working life as a non-driver - and it's not as hard as you might think!
Read more‘CV Greatest Hits’ Countdown – 10 ultimate CV tips to prepare you for the Great 2017 Job Hunt!
'Greatest Hits' countdowns are rife at this time of year - so now, here's one featuring the best CV advice. This list will give you the ultimate steer if you're looking to get your CV on track for the new year job hunt. Wishing you a very happy 2017!
Read moreGive yourself a special Christmas gift...a happy working life in 2017!
If you're stuck in a job you don't particularly like, mindlessly searching job boards for something else, it can be hard to dredge up any enthusiasm to make a change. But that little bit of rest time between Christmas and a brand new year beginning is perfect for considering exactly what you want, and how to take the very first step towards making 2017 your happy work year!
Read moreWriting to get what you want at work!
Have you ever thought that making a few tweaks to your working life would help make living it much easier? Harness the power of well-chosen words to state your case and win better work-life balance in the process.
Read moreHow to pinpoint useful e-information for your business…without going crazy in the crowd!
Are you often left with the feeling that you don't quite know enough about all the online tools you can use to promote your business? How about website analytics...shouldn't you be checking them every five minutes just like the experts say? Relax - here's how to take advantage of all the advice available online, by defining exactly what YOU want to know.
Read moreUse your sense of style to build trust and win business!
Looking for ways to sound consistent and authentic in your written communications? Here are a few tried, tested and original ways to do just that.
Read moreGhost stories…how shadowy script can light up your life and work
BOO! Like a ripe pumpkin Hallowe'en has rolled around yet again, so what better time to extol the benefits of ghostwriting, definitely not just the province of bargain-bin bound celebrities.
Read more"I'm a Quiet Revolutionary..." she whispered
I'm very proud indeed to be featured as this week's 'Quiet Revolutionary' - a celebration of all things introverted.
Read morePersonal copywriting - attract a new boss AND a new relationship with the perfect profile!
Are your online profiles a bit lacklustre? Don't waste a perfect opportunity to speak directly to the boss or partner of your dreams - use the power of personal copywriting to describe what makes you, you - and get ready to reap the rewards!
Read moreBlogging - not just for hipsters and sicksters*
Regular blog posts - especially if you run a business - can drastically increase your following, as well as helping you beat the competition by describing how you do things your way. Read on for a few more great reasons why you should join the blogging revolution!
Read morePlan a memorable speech...in three easy steps!
Great speeches vary in tone and content, but they all consider the same elements - who they're for, what they're about and why they're being heard. Here's how to plan yours effectively, so you can conquer any nerves and make your speech memorable for all the right reasons!
Read moreMaking meaningful business connections…in writing
Speaking up in networking groups used to bring me out in a cold sweat. So I sought out the people I really wanted to talk to and introduced myself in the way I'm best at - in writing.
Read more
