This is the ‘Win with Stories’ newsletter. It’s focused on helping founders, entrepreneurs and business owners. Every week I send an email with a business or life message wrapped in a short story. I also share one actionable tip to help you enhance your business storytelling skills.
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Humans of Bombay’s Karishma Mehta And What Can Founders Learn From Her
Karishma Mehta is a rage on social media. Her page Humans of Bombay has millions of followers across platforms. It is known for its human stories. The page was originally inspired by Humans of New York.
Human stories are great to read and satisfying to create, but Karishma’s company needs to make money as well.
And how do most media companies make money? Through advertising.
That got Karishma to every media entrepreneur’s challenge.
That is how to create advertiser-focused content without losing HOB’s brand engagement.
In her recent podcast with Raj Shamani(this is my third newsletter inspired by the show), Karishma revealed how she balances between advertiser and reader interest.
‘We only narrate stories of people and their lives. It’s about how two people met on a dating app and are now happily married. We narrate powerful stories of customers, brand toh apne aap hi aa jaata hai.’
She is very particular about human stories on HOB and has managed to stay focused on that.
Apart from sponsored content, the company creates white-labelled content for brands. The company does really well in the realm of employee communication.
HOB is the rare case of a successfully bootstrapped business that is owned by a single woman. And by the looks of it, Karishma seems to be just getting started.
One communication tip for today:
Much like the audience of Humans of Bombay, we too are interested in the human story and not product details.
As a founder, sharing examples and anecdotes of customers and users is effective.
It works better than constantly pitching product features.
The customer story is the transformation achieved by the user after using your product or service. This automatically builds interest for your product and what it does.
Most founders can go on about the product and its technical details. Ask them about what difference it makes in their customers’ lives, and many of them are not so eloquent.
So the tip is: Founder is the customer story narrator.
This will make your communication, sales and even investor pitches more engaging.
But it will also take you closer to the customer and the purpose your product or service plays in his/her life.
That’s it from me today. Hope you found this newsletter useful 🙂
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