Telling Your Story

Are you struggling to get the message of your business across to prospective clients?  Does your 60-second pitch at networking let you down?

For me, I’ve found that going back to when WeDo HR Support was still in its very early stages. We talked a lot about our ‘Why?’ – what we wanted to achieve and why we wanted to do it.

When we were creating and starting the business, I attended a lot of webinars and presentations about setting up. I learned about articulating what your business does to potential clients, providers and your wider network.

One of the things I enjoyed the most was the focus around using storytelling techniques to introduce your business. This is sometimes known as an elevator pitch, but really this is more of a ‘tube journey pitch’ as it takes a couple of minutes as opposed to a number of seconds.

I have always been an avid reader and, once I got into the business world, I could see so many links between telling a story and presenting yourself for a new role or marketing your business.  I am intrigued by the effect that stories have on human beings and the traditions of storytelling throughout cultures and generations – so to see these ancient techniques being revived into modern business is fascinating.

Here are some key steps to perfecting your story:

  1. Let your audience recognise themselves
  2. Let them empathise with the pain point
  3. Help them to imagine a better alternative
  4. Offer the solution
  5. Show them why they should choose you
  6. Restate your passion 
  7. Give them a call to action

Let’s put these into context!

Your audience wants to see themselves in your pitch.  You’re looking for the moment where they think “Hey, that happens to me”.  For me, I do this by asking questions: “Have you ever had an issue with a team member and discovered that your policy is out of date?” “Has this situation cost you some extra money?” Think of situations that you know your business can help them with!

Once your audience has recognised their own pain in what you are describing, the next step is to paint the picture of paradise.  For example by saying, “Wouldn’t it be better if you could be confident your policies weren’t out of date and you could pick up the phone and have someone deal with that for you?”

Of course, by painting the picture of paradise, others will agree that it would be ideal.  Now you can present the solution;  “At WeDo HR Support we make sure that all your policies and handbooks are updated immediately the legislation changes, and because all your team are logged on our system we can make sure they have all received the updated version.”

You may get the “Yeah, so what – there are a million companies that do that…” response so then you need to demonstrate why they should use you; this could be a testimony, some specific feedback or an amalgamation of the things your clients like about you.

For example: “At WeDo HR Support our clients say; we are easy to do business with, our friendly consultants take a commercial approach, and our tribunal indemnity gives them peace of mind.”

Next demonstrate your passion for what you do – people want to work with people who care about their business.  Our strapline is that ‘WeDo use our passion for people and business.’

This makes you stand out from the crowd.

Finally you want a call to action – how can people now contact you and get started?

So, come on… What’s your story? 


Sarah Cook

MD of WeDo HR Support.

Give us a buzz: 0330 900 8787

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