Your Business Story: A Critical Key of Influence and Authority |

Craft Your Business Story: A Critical Key of Influence and Authority

Craft Your Business Story, typewriter, Critical Key Influence Authority, Donna Woolam, Living At My Best, Skill School, Coach, Entrepreneur, Work From Home Mom, work From home Dad, Christian, Female

Your business has a story. It lives, breathes, rejoices and mourns. When you invest the time and effort to craft your story, you'll begin to attract and influence the people you most likely want to reach. If you leave it to chance, you have a poor chance of creating the golden triangle of Know-Like-Trust that is crucial to building a profitable, purposeful business. When your aim is to create authority in your niche or segment of the market, the ability to tell your story to our client is vital.

Get ready to transform the way you think about your business and how you communicate your Business Story.​

Essential Elements of a Powerful Story

Before we dig in, let's look at a quick list of the elements of telling a good story. Each one of these elements is vital to your business and how you communicate with your clients.

  • The Characters: who are they, what are they like? Are they vivid enough the reader can identify them? How do they fit into the story? Every character is important and colors the outcome of the story.
  • The Setting: where the story takes place carries as much influence as the characters.
  • The Plot: the twists and turns that carry the "reader" along with a solid beginning, middle and end. 
  • The Conflict: what is the primary challenge - problem - obstacle that must be overcome? The highlight of the story is when the problem feels insurmountable and THEN! Eureka! An answer - solution - deliverance arrives.
  • The Resolution: how the situation is resolved. 

The Cast of Characters

As in any good novel, the cast of characters will grow and evolve during the writing of the story. Yet in the beginning, a few main characters MUST already be in position. Here's an overview of the seven primary types of characters. 

  • Confidante - the person with whom your main character confides. Best case scenario for your business - YOU! 
  • Dynamic Character - someone who goes through a dramatic change. Hopefully your customer experiences this change by working with you.
  • Flat Character - someone who reveals only one or two personality traits in a story and stays basically the same. This will be the BULK of the people you serve. Crazy, yes. But most change is little by little. You likely are only a part of their journey.
  • Antagonist- usually the opposite of your main character. Think of any fairy tale and you'll know immediately who the foil is in the story. Usually a "step" someone who doesn't want the character to progress to their greatest opportunity or potential. {Sad representation of step-everyone's out there, don't you think?} For your business, this is the exact opposite of what your client wants. 
  • Round Character - a character who displays often contradictory traits. This will be the person who comes to you who says she wants something to change - in fact is desperate for the change - but doesn't follow through. Or, the person who appears to be somewhat hesitant, but makes an incredible breakthrough - or chooses your highest, priced service.
  • Static Character - the person who stays basically the same. Depending on your business, this could be the person who you can count on to always respond the same way to every product, service, blog post, or offer you promote. 
  • Stock Character - instantly recognizable. THIS is the person with whom you want to fill your business. These are the people you know you serve at the highest level. You understand their ins-and-outs, their ups-and-downs. You speak their language. 

Influencing Factors: The Setting of Your Story

Your location - city - region, might also be a character. It depends on what type of business you are in and the audience you want to serve.

Are you in the travel industry? One of your characters may be the premiere destination you promote. Are you a local business? Your area of town or a local attraction (famous or infamous) can play an integral role in the telling of the narrative.

Family connections are likely characters as well. After all, what you do and how you do it will affect the people closest to you. 

Your desired clients and current clients are vital to your business story. Although, you might not have thought of them as the Hero of your story, they must become the central pivot point of your plot line.

The Writer and Director of Your Business Story

Craft Your Business Story Clapper Board, Authority, Influence, Donna Woolam, Living At My Best

Your personal beliefs are both the Writer and Director of your story.

[And, before we get too out there - please remember that I am a Christian and totally believe that our life springs from the hand of God. He has a plan for us, and it is a good one.]

No matter where you stand when it comes to the Bible and Providence, what you DEEPLY BELIEVE will write your script every day. Also, your beliefs will direct how to react and respond to every situation that interrupts the story line.

You will eventually communicate what you believe; either in your communication or interaction. If you don't believe in the possibilities of what you do, it will show up.

If you are afraid - it will show up.

When your primary emotions are anger, bitterness or antagonism - they will manifest.

If you are hopeful - people can feel it in your presence or words.

Do you blame others for your situation? Or, are you an overcomer? Whichever way your river of truth runs, your potential clients will pickup on the direction of the current.​

Practical Tips to Communicate Your Story

Woman with Megaphone, Craft Your Business Story, Authority, Influence, Donna Woolam, Living At My best

Follow this outline (a pdf follows) to craft a compelling story of your business. Think broadly and then finish up in detail.​

  • Cast of Characters:
    Who is involved and influenced by your business story? 
  • The Setting and Influences:
    Where does your story occur? Where do you meet? Where do you want to meet? What is the atmosphere you want to create? What does it sound and smell like? What experience do you want to create?
  • The Plot: 
    What outcome do you want to provide for your clients? Describe the journey you want to provide for your clients.
  • The Conflict:
    What need is your client experiencing before he/she comes to you? If you could only provide one solution for him/her, what would that be?
  • The Resolution: 
    How do you resolve the conflict of your client? What is your system? What is your path of transformation? How do you provide the service? How long does it take? When can they expect a change? Is the process complicated or simple? 

Write your story with crystal clear detail. 
Don't worry about writing too much. The more dynamic your plot line, the more powerful your story will be and become.

Write the story of each character and how your business influences them. Create a detailed word picture of the setting, the ambiance, and results of your clients working with you. How do you communicate your resolutions to their conflict? What tools are available to craft the perfect resolution? What is the path you take to bring your "reader" through the story and help them have a Eureka! moment?

Do You Love It? Is It the Story You Want to Tell?

Here is your permission for an edit and rewrite if you aren't happy with the story you tell.

Shannon Hale Quote, Red Ink Pen, Donna Woolam, Influence, Authority, Living At My Best, Story, Female Entrepreneur, Christian, Coach

As a writer, there are always a few key elements that I believe can serve here.​


There's no such thing as inspiration striking you. The only way to be inspired is to sit down and do the work.

If you want to be a writer, write.
(Feel free to insert any endeavor here.)


You will always face resistance, fear and hesitation. 

Perfectionism is the voice of the oppressor, the enemy of the people. 
– Anne Lamott


Every great work is edited over and over again.

Half my life is an act of revision.
– John Irving


Do what you were made to do. It is an eternal work.

Are you a born writer? Were you put on earth to be a painter, a scientist, an apostle of peace? In the end the question can only be answered by action.
Do it or don't do it.
It may help to think of it this way. If you were meant to cure cancer or write a symphony or crack cold fusion and you don't do it, you not only hurt yourself, even destroy yourself...,
You hurt your children. You hurt me. You hurt the planet.You shame the angels who watch over you and you spite the Almighty, who created you and only you with your unique gifts, for the sole purpose of nudging the human race one millimeter farther along its path back to God.
Creative work is not a selfish act or a bid for attention on the part of the actor. It's a gift to the world and every being in it. Don't cheat us of your contribution.
Give us what you've got.
-Steven Pressfield

If you don't love your story, rewrite it. It's okay to start again-and Again. The only crime is not telling.

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Get to writing your story Lovely. We're waiting.

Are you struggling with your story. I'd like to help. Learn more about Skill School here.

Live At Your Best! Live Inspired!

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