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Telling your business story…It’s important to get it right!


13th August 2019

Telling your business story accurately – both internally and externally – is a core factor to your marketing success.

Horizonworks specialises in working with businesses from the manufacturing, engineering, automotive, technology and innovation-led sectors. We work for all kinds of B2B organisations in various different industries in the UK and worldwide.

They each have complex products and services that need to be understood and translated into compelling messages and campaigns that set them apart from their competitors – which is why getting your business story right at the start is important.

1.  Understand your market

You should have a clear understanding of your position within the market and benchmark your business against your competitors. It is equally important to understand your target audience. Research your clients and prospects – don’t rely on what you think you know storytelling involves understanding what makes your audience tick.

2.  Build a marketing strategy

Develop a cohesive, clear and tailored marketing strategy to address why and what story you are going to communicate. This will help you to develop your story and ensure that you get a better return on your marketing investment.

3.  Get on message

When defining your messaging, don’t think solely about what you do, but consider what your product/service actually means to the potential customer. Most importantly, your key messages should be used consistently and adapted to different audiences.

4.  Who are you talking to?

An understanding of your target audience is key to effective storytelling. Knowing your audience means you can adapt the tone of voice and the key messages you use to tell them your story. Take into account cultural sensibilities, customs and quirks of language when marketing abroad.

5.  Select the right channels

Know the places where your target audience is most likely to see your story – whether it’s a press release, social media, blogs, brochures, mail, your website, video or a presentation – there are a range of marketing tools available to share your story, you just need to work out which stories are most appropriate for each channel.

6.  Identify your stories

What have you recently achieved? Are you expanding your team or client base? Have you launched a new product or service? Every business has a story to tell – you just have to look for them.

7.  Make headlines!

Journalists are short on time, so your press release needs to make an impact within seconds. Think about the news angle and keep it short and avoid sales jargon!

8.  Expertise and credibility

You’re an expert in your field – so why not let people know? Start by identifying a spokesperson/people in your company with specialisms. Journalists like experts and there are plenty of opportunities for comment, alternatively you can consider writing a feature on industry trends, white papers, industry advice or even technical insight. Case studies are also important in building brand credibility.

9.  Cut through the noise

Customers are being bombarded with excess information, therefore it is critical to ensure your story cuts through the noise. You can do this through well written and tailored content, visual infographics, high-quality photography and topical articles.


Would you like more information on how to tell your business story? Contact our team today!

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