Find a Personal Angle
Keep People Talking
Though the story of a start-up might begin with just a single customer or investor, a compelling story should also have a universal appeal. After all, if a start-up has a persuasive enough story to tell, their first customer will also tell their family members, or an angel investor will rave about the new company to colleagues who might also be interested in they new business as well. Thus, start-ups should tell a story that can transition from helping the individual to appealing to the world at large.
Think of your Essential Message
Sometimes in a mix of enthusiasm for their new product and eagerness to obtain new sources of funding, start-ups end up confusing customers about what their main message is. Many investors want to see a product that is centered around one driving idea, not one that tries to be everything to everyone. Sometimes, it's best to be simple in terms of the core message. For instance, a financial management app might center itself around the idea of "making it easier to track your bank account"; a transportation service might want its customers to associate it with "get a ride, any time, anywhere." Having a single core message will make sure that messaging does not become confused over the course of a start-up's life cycle.
Have a Next Step
Entrepreneurs, being strong advocates of their own creations, might believe that their "big" idea is categorically their best. And yet, just as a business grows over time, so should its messaging gradually evolve. This doesn't mean that the core message, as mentioned above, is lost, so much as that a business should always be looking at how it can evolve while remaining true to its principles. This can be thought of as the conclusion to the story (or, more appropriately, a cliffhanger) that can keep investors and customers excited to see next steps.
The real goal of storytelling is not to obfuscate the technical details of a particular product or service, or to somehow play with the emotions of investors over the course of doing PR for start-ups. Rather, storytelling is an acknowledgement that the start-up industry boils down to humans communicating with their fellow humans, trying to provide a service that others will find helpful. Stories, which are practically in our DNA, are an ideal way to communicate this important message.
