Stories are a tool that makes a distinction between you and your competition or help you to pop out in sea of other content. Today, it is not enough to have a great idea or best experts to implement some project, you need to create your context, your environment, your story, which will inspire people to support you and your cause. Only by creating this, your quality will emerge, making the best compound which provides success.

However, your story is not a page of text you wrote on your web page, but rather an image of your organization which you patiently build using constant interaction with your audience. Your story is a story about changing lives of people you are helping.

Following video explains how the importance and a way of storytelling changed over time:

You can make your own story by following guidelines we provided for you in this users’ guide:

  1. Copywriting is not about creating art, don’t be scared, pretend that you are talking to a friend, acquaintance, colleague. More authentic you are, better results you’ll get. The most important to know in order to achieve that: know your audience and be true.
  2. NThe most appealing stories are stories about people; emotional response.
  3. Good story evokes hope or fear, audience can identify with , it incorporates some sort of surprise, tension, conflicts, and different points of view.
  4. Every good story has so called drama incorporated, there are more points of views, a conflict.
  5. Learn from those that you find appealing: why their storytelling works, how it is structured, how they organized mainframe of communicational channels and timeframe of publishing story/messages.
  6. Learning 10 fingers typing is investment in optimizing time consumption when writing.
  7. Recycle content!
  8. Test what works well (A,B test)

  1. Always measure results.
  2. Put some time in editing:
    • Remember that every content might get outdated on some platforms; that made us look incompetent
    • Some level of coordination and control is ok to make sure your tone and style is consistent
    • Content management strategy might need to be adjusted through time/circumstances…\


Tips and tricks for telling a good business story
  1. Short blocks of text.
  2. One paragraph – one message/idea
  3. Communicate messages through titles, subtitles, fleshes, etc.
  4. Picture is 1000 words, video is 1 million pictures; tell or support your story through graphic, lists, graphs
  5. Reversed pyramid: core message first, full story development follows
  6. W-rule: does my story answer the following questions: Who? What? Where? When? Why?
  7. Consisting rule: do my story really needs every sentence and word that I used? Can I eliminate some or make it shorter and not affect the message?
  8. Use short sentences, simple sentences. Use dots, avoid comas, and…
  9. Do I have arguments that support my story/message? Bottom line: double check: is it my story/message relevant for my audience (their need/pain), is it useful, does it tell/give them something new?
  10. Be generous with data, information, go straight to the point, and be scarce with boring and unnecessary details maybe important to you but irrelevant to your audience.
  11. Data should be obviously relevant to the story, so be sure to make those connections where needed. (information is commodity, edited information is value, edited information incorporated in story with meaning is priceless)
  12. Use language, style, slang that is familiar to your audience.
  13. Define your own style, tone and voice.
  14. Use absolute indication of time: 10th of September 2017, 16.9.2017 and not yesterday, this year etc. (unless data is clearly indicated someplace else)
  15. ‘Talking’ links: avoid referring to ‘link here’, ‘more information on this link’, etc.
  16. Use positive speech, what someone should do, not what shouldn’t; what we did, not what we didn’t.
  17. Respond to comments on your story/posts…
  18. User wants to get information in no time; act quickly, don’t waste time on perfection.

You can make your own story by following guidelines we provided for you in this users’ guide: