Ways to tell a good business story

There’s no denying that this has been one other record-breaking 12 months in tech. From mega-fundings to the fixed drumbeat of IPOs, there are a lot of alternatives proper now for high-growth startups– which implies it’s additionally more and more difficult to break by. Whereas reporters are always searching for recent, fascinating, and related companies to cowl, greater than half are getting pitched not less than 20 occasions per day. So how can your founder’s story stand out amidst all of the white noise?

Our tech shoppers have raised a whole lot of thousands and thousands and exited for a number of billions. However not all founders and startup tales are created equal. Sadly, it’s not as straightforward as issuing a press launch or asking the media to profile you after which sitting again and ready in your goal retailers to tell your story. If it had been, corporations can be issuing press releases and media pitches left and proper. However with the correct method and the eagerness and vitality to again it up, chopping by the muddle is feasible.

Knowledge and stats are your allies

Like traders, reporters crave proof that your story is worthy of their consideration. For those who’re fixing the following huge drawback in fintech, martech, or fill-in-the-blank-tech, you want to pony up with the statistics that present why this drawback wants your answer. And also you don’t want to make investments thousands and thousands into market analysis to get this type of information. Many occasions, it’s simply a matter of taking a look at your pitch deck and deciding on the stats that can stand out.

Market perspective is vital

Founders who expertise success within the media are sometimes those who’ve a sturdy perspective in the marketplace their business is competing in. Whereas each founder undoubtedly has a firm story they need to share, it’s crucial to give you the chance to deal with the larger market image. For instance, Billy Libby, founding father of Hybrid Enterprise Fund Upper90, not too long ago shared with TechCrunch his insights about how startups ought to suppose in another way about fundraising by utilizing predictive information and leveraging credit score and fairness. Clearly sharing his perspective positions Upper90 because the chief on this market.

Don’t be afraid to spotlight the non-public

Each chief has a private story as well as to the issue their firm is fixing. The savviest founders perceive that displaying their human aspect will assist them be extra relatable to others. The founding father of Lumanu, as an illustration, is captivated with sharing his entrepreneurial journey as a Vietnamese immigrant and the way this expertise formed how he fundraises and scales his business. Whether or not it’s highlighting classes discovered alongside the best way, or a specific problem overcome, displaying vulnerability and connectedness will help persuade reporters that you’ve got one thing vital to share—past simply the business case.

Dial-up the simplicity

It’s vital for founders to give you the chance to clarify their know-how in easy phrases. Sticking to easy-to-understand terminology and delivering targeted messages can go a good distance in attracting the eye of reporters. As tech turns into extra sophisticated, reporters can’t probably have an in-depth understanding of each services or products; it’s up to founders to make this info simply accessible and fascinating.

Refresh to the information cycle

Be sure that your story is definitely newsworthy and ties in with the present information cycle. By connecting your perspective to the tales that have already got the general public’s consideration, your perspective will robotically turn out to be extra related and fascinating. As an example, the founding father of Frank, a monetary wellness platform that targets school affordability that was not too long ago acquired by JPMorgan Chase, stays present on the altering legal guidelines round pupil debt and makes herself accessible all through the faculty utility cycle in order that she will increase the prevailing dialog.

Look throughout a number of channels

Each founder probably desires of being featured in world information publicationsHowever the savviest corporations know that this type of protection doesn’t occur in a single day. It requires time to type relationships with reporters and construct up to it. They know that there are a number of retailers and channels that present vital audiences for his or her story. By together with smaller, goal media retailers and leveraging platforms like blogs and LinkedIn, or self-publishing in Medium, corporations can construct momentum and credibility, which is able to assist persuade the larger retailers that they’re value overlaying when the time is correct.

Not each founder’s story will be instructed. However the ones that do get consideration give reporters the related commentary, compelling storylines, and genuine views which can be wanted to safe a place within the media highlight.


Cari Sommer is the CEO of RAISE Communications.