To begin with, let me re-state what is is that I do for my clients: I tell stories. I was once in a room with a multi-billionaire, working on a project that we were pitching to this rich and powerful man. He turned to my business partner and said, "Do you always bring your storyteller with you?" The answer was 'yes' to the question - and 'yes' to our pitch. The story I told that day saw us close a multi-million dollar deal within 24 hours. Tell the right story to the right audience and money is made.
Here is another story in response to the awful news from the USA about an apparent miscarriage of justice. I won't go into the details because I am not sure of the facts: let's just say that a lot of people are feeling both fear and pain as a result. On Facebook, one of my friends wrote a very simple plea for more kindness in the world. I had posted something about that same subject a couple of weeks ago. I have posted it below.
But what has any of this got to do with writing for your business? Please read the post and you will find out.
[Quoted from Facebook]
There is so much talk about religion and faith and spirituality, almost all of it well intentioned and much of it is inspiring. But perhaps we can be the most inclusive and welcoming to all, whatever our beliefs, if we try one simple practice: be kind in everything you do. You may not win every tussle for material goods but if everyone were kind there would be far fewer tussles in the first place. As I read it back, it doesn't sound quotable or heroic enough to get much traction, so try this: I recommend Radical Kindness. Uncompromising Kindness. Non-negotiable Kindness. The alternative is what? We don't need to be cruel to do harm. Indifference is harmful enough.
Okay, back to work for me. I am doing some writing for a life insurance company that is, in fact, a Friendly Society. Life insurance is an act of kindness in times of disaster. I once heard a life insurance broker speak from the heart about why he does what he does: he had just given a cheque to a young widow that enabled her to pay off her house and keep her children in their schools after her husband had died in an accident. Sure, insurance is a business that makes a lot of money, but it steps in when terrible things happen and helps to rebuild lives. Kindness and profit combined. So maybe this kindness is not quite such a slice of pie in the sky after all... [End of Quote]
So, you see, there are all sorts of ways to tell the story of your business, to make it relevant and resonant for your existing and future customers.