How an Electrician Inspired Customers to Take Action Using Story--and How You Can Too!...[Business Storytelling]

"The world is shaped by two things - stories told and the memories they leave behind."

~ Vera Nazarian


You may or may not have heard a news story about a young girl in WA (Western Australia) who received an electric shock at her family home back in April this year. Denishar Woods, aged 11 years old, received a massive electric shock which nearly killed her. She was left brain damaged after 240 volts of electricity coursed through her body.

Because I don't listen to news regularly, I hadn't heard about this tragic story. But I did find out through a business colleague, Chris Moore. Chris is an electrician and owner of PBP Electrical, and is part of my business network called Key Business Network (KBN).

You see, Chris gave us a short presentation on electrical safety. Actually, he's given quite a few presentations on electrical safety. Now you might think that electrical safety would be a dry, boring topic (sorry Chris), and normally I would agree.

But when Chris talks about safety, it is not only interesting but highly impactful.  It's impactful because not only is he passionate about electrical safety, but every time that Chris talks about it, he leads with a story. And not just any story.  He uses powerful stories that relate to a specific area of expertise that he specialises in. 

Chris also presents and talks in laymans terms, in a way we can easily relate. And he paints a clear picture for us. 

In this particular presentation where he talked about the story of young Denishar Woods, he looked at the possible causes of the tragedy by drawing attention to our own homes and showing a diagram of how electricity loops from our powerlines into our homes in a circuit and is carried back to the lines.

He then showed how the tragedy may have occurred (it's an ongoing investigation) and the possibility of the same thing happening in our own homes.  I always learn so much after one of his talks. I even remember the diagram and how it all works!

Chris also explained what signs to look out for and what action we need to be taking to ensure that this tragedy does not happen to us or our loved ones.

As I listened to Chris talking about 11 year old Denishar, I immediately thought of my 12 year daughter and how I would feel if the same thing happened to her. I couldn't even begin to imagine what it would be like if anything like that happened to her. But the gut-wrenching feeling was visceral and instant. 

It brought on a sense of urgency about making sure that our electrical system was in order and safe. Now luckily, I've already had Chris do a safety check on our home, so after the intial response, I felt relieved knowing that our electrical system was fine.

The thing is, I think everybody in our group has had Chris do electrical safety checks as well as other related jobs, in their personal homes and/or businesses.  And I'm pretty sure it's usually been after Chris has given one of his presentations.

Now that's powerful!

Why am I telling you this?

Because I wanted to give you an example of the power of story and how it can move others to action. And it doesn't have to be in a big, flashy way. Some of the most connecting stories are seemingly ordinary or about subjects that most of us would consider dry and analytical.

And Chris doesn't just use news stories, but often shares stories of his own customers' and their experiences in order to raise awareness of how important it is to ensure that your home is safe.

So what stories are happening out there that relate to your business and what you offer and that show how you can help your customers and audience?
 

Whether they are stories from mainstream news, your stories or your customers' stories, or the stories of other people that you stumble upon through your business or personal life that carry a message. It doesn't matter. 

But now that you have the awareness that stories are all around us, next time you hear of a story that you think has relevance and can be used to highlight your products or services, then write it down.  And then sit down and think of how you could incorporate those stories into your videos and how they can emotionally connect with your customers.

Have fun with it and have a great week!

Kerry :) x

* P.S. If you're stuck on how to use story in your business in videos, feel free to book a Free Discovery Session, where we can delve into your business a little and brainstorm some ideas.