For the metrics involved making your business successful, from the productivity and performance to the morale of your staff, there is one thing that matter more to the customer than any of this stuff. In fact, this stuff is completely irrelevant to the customer! The one thing you need to focus on to make your customer tempted to buying into your vision, is your business’s story. For those who have set up a small business, and have a modest following, can you state, in a few words, why you do what you do? It’s quite difficult, isn’t it? But, telling your business story is the key to understanding, from the perspective of the customer, why you are trading, and why you are trying your utmost to do what you do. Let’s delve deeper into storytelling, and why it’s essential for the modern business.
Why Tell A Story? Do you feel you have a story to tell? If you started your business purely for the purposes of making a living, then you might feel that this isn’t a story that is worth telling. But, when you look at every business out there, there are thousands are brands doing the best to grab the attention of the customer. We are all aware of how competitive the landscape is, and so, you need to start thinking about what you can do to get yourself above and beyond the same old same marketing tactics. Being unique is a demand that is placed on every business now, and storytelling is another angle in which to make an impact on potential customers.
How To Figure Out Your Story. The first place you need to go when attempting to figure out your story is to look at how you formed the business in the first place. We’ve all seen those commercials where an explorer has ventured deep into the Atlantic Ocean to bring you the finest catch or delved deep into the Peruvian jungle to bring you the finest coffee beans. As a small business, it’s unlikely you would have gone on death-defying missions, but your story is still integral to communicating with your customer. The way to figure out your story is to look at the conflicts you faced throughout the life of your business, either at the start when everything was difficult, and the lessons you learnt. The trick is to make the story, and all of the barriers you overcame, as unique as possible, and how it has spurred you on to make more practices of reputation building, such as creating products that please your customers a million percent, but you need your customers to believe the story you tell. This is why you have to create a story that is something you can easily communicate with customers but is inherently believable. And this is why you need to delve deep into the DNA of your company and look at what it is you have achieved.
How To Tell It. With the unlimited amount of platforms you see now, there are so many different ways to tell your story. Lots of people go via social media, blogs, forums, and so forth. Explainer videos have evolved in recent years, so customers can see what is going on behind the scenes, which helps to bridge the gap between the business and the customer. We are then able to see beyond the pretence of marketing tactics. This makes businesses appear more human, and therefore, an emotional investment is less of a leap of faith from the point of view of the customer. But this is only one piece of the puzzle. The key to communicating effectively is how you tell the story. You need a voice that is compelling, and impacts your customers, not just on a superficial level, but an emotional level. Brevity is the key to this. Say exactly what you want to say in the least amount of words possible, and do it well. Remember, a relationship with the customer is for the long term. So when figuring out your business story, it doesn’t end at the point where you set up the company or developed the latest product. Your business is going to change, grow, and develop, and as customers spend more time with your business, they want to feel part of the journey.
Understanding what you want to communicate with the customer is not just about clever marketing tactics, but it’s about creating that human connection. Understanding what story you have to tell, and communicating it as best as you can is the best marketing approach you can ever undertake.
Milo Senalle
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