While your products and services are important components to your business success it’s amazing how important the story is too.
People want to buy from those that they know, like and trust, and your story is how they first feel something. A lot of businesses underestimate how important their “about us” page is, or how important the story of their why is.
To develop your story answer the question, “How did you get started, why do you do what you do and where are you going?”
Buyers love to connect with brands they trust via social media. They love to hear stories about not only your company but the other buyers who are using your products and services successfully. They’ll share the stories with their friends and family, thus helping expand your brand through story telling.
To tell a good story you’ll need to delve deeply into your why. Why does your business exist? Why are you passionate about your product or service? If you’re not sure how to develop your story, you can use social media to distribute surveys to the customers you have that already exist if you’re collecting (and you should be) their information. In addition you can brainstorm with employees and contractors, ask them why they’re here. Ask them why they come to work each day. Also, never overlook searching the web for what people are saying about your business.
Fill out your profiles on the “About Us” area of your websites, blogs and social media. If you guest post for others ensure that your author’s bio is succinct in telling your story. Create videos or ask your clients to create videos that tell your story. Even your contractors and employers can help tell your story via their LinkedIn.com profiles, or social media profiles that mention your company and what they do for your company.
Place photos of your products or important components of customer testimonials that showcase all the positives of your services on your website and social media sites in a prominent location. People want to know what is behind the products and services in a way that shows them that you care, and that you are dedicated to solving their problems. That’s right, all successful products and services solve a problem. If you’re not sure what problem you solve, it’s time to research and figure it out.
Your blog is a terrific place to start talking about your why for being. Create posts, and ask for guests posts from service providers, contractors, employees, customers and clients that show in their words how important your why is to the world. Be open and transparent in your discussion of why you exist. If you’ve done your home work, your story will resonate with your clients and potential clients and make them proud to do business with you.
Remember, branding is more than a logo or pretty picture. It’s really about the perception your target audience has about your business’ culture. It’s a compilation of your name, logos, tagline, mission statement and the messaging that leaves your office. Without knowing your story and conveying a compelling story to the marketplace, many people will miss out on enjoying your products and services.
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