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TELLING A GOOD STORY
You may have the greatest business in the world. But if you don’t know how to convey that to your target audience, you may as well not exist.
[Michele Miller – Inc. Magazine]
Every entrepreneur believes his or her business is remarkable. As I work with clients to uncover and determine brand strategies, they’re always very eager to tell me about how special their business is. Most of the time, I reply by saying, “You’re right. You definitely have something unique to offer, and have a good operations system in place to deliver what you promise to customers.”
“Then why,” they ask, “are we struggling just to stay even, let alone grow?”
“Perhaps,” I respond, “you’re not telling a good enough story.”
When it comes to marketing your business in a powerful and meaningful way, you need to give serious thought to that which makes you stand out in a way no one else can – your brand story. Consider some of the most successful marketers in the small-business landscape today. [read article]
If you had to tell you story, what would it be? Would it have the right balance of fantasy, whimsy and fact? When creating your story, remember to:
Be authentic. Anyone can make up a story, but the customer’s innate sense of authenticity is what transforms a story into a brand message. Spend a good deal of time looking back at your history and personal values in determining why you’re even in the business you’re in.
Be consistent. It’s not enough just to tell a story; you must live it everyday through everything you do. From message to delivery to customer service, every element of your company has to align with your story.
Succeessful companies use their unique story to connect with their audience in a way that makes them feel special. Does your audience really know you? You can tell, and deliver on, a good story, even on the smallest of marketing budgets. [continue]
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