Craft a better message for your business; a core narrative with multiple sub-themes to make it consistent yet adaptable.
This is where Andrew works closely with you to develop a better story for your product, your company and you as an individual.
This includes the development of a Story Library (particularly helpful in unplanned situations) and initiatives to capture stories from your employees.
Initially most of Andrew’s work was focused on a company’s external marketing message. By giving them a better story and the skill to tell it well, clients were able to gain and convert more leads.
But over the years he discovered the power and influence of storytelling within organisations, as a tool for driving change, developing skills and engaging a workforce. It truly is an Inside-Out phenomenon.
In 2014 Andrew was approach by the MD of quantity surveyors Poole Dick; they wanted help to find an inspiring vision for the company. Based in Manchester and Stoke-on-Trent, the company was keen to refresh its image and galvanise its workforce behind a common goal.
SPREADING THE STORY
It’s no good having a great story to tell if no one is hearing it, or sharing it. The power of storytelling is when it starts to spread.
Explore self-publishing and pull marketing strategies with Andrew’s help. This might involve speaking platforms, blogging, social media and internal messaging systems to help you leverage the power of your story.
Sometimes companies find it difficult to find stories from within. Through workshops and coaching Andrew can help you harvest some of the micro stories which exist in your organisation. These are the daily contributions your staff are making to the business; they convey the value you create to the outside world as well as helping your own people connect with the strategic goals of the organisation.
As part of an on-going assignment for quantity surveyors Poole Dick, Andrew wrote most of the copy for their website, established a blog called ‘Poole Dick Insights’ and created a short video for the firm as part of a pitch for a building project. This work was all geared towards de-commoditising their brand, crucial in a competitive sector based on tender bids.
Now Chairman of Poole Dick, Stephen Connolly often cites the Yorkshire tea rooms brand ‘Betty’s’ as an inspiration for their 2020 Vision and the de-commoditised approach. “What a fantastic business – you queue outside the door in winter to eat tea and cake for nearly twenty quid, and then when the invoice comes you pay more than they ask you for!”
Other writing assignments
Andrew is a prolific writer, having published several paper and e-books on topics ranging from sport, networking and the use of storytelling as an influencing skill. He has written articles for the Huffington Post and publishes regular pieces on his own LinkedIn site.
“Andrew has fundamentally changed the way we tell our business story. It has helped us win new clients and it’s transforming our culture on the inside too.”