Selling Your Business Story
As a small business owner, you wear many hats. From managing operations to balancing the books, your days are packed. When you do have time for promotion, you try many of the same things you already know deliver poor results: random social posts, discounts, old email lists, attending business mixers, website tinkering, logo redesign, and jumping on whatever the latest bandwagon might be.
Did you know there is one secret ingredient that can help bring all these efforts to life? That one crucial element missing from your marketing efforts is: your story.
Why Your Story Matters
Think about the last time you chose a local coffee shop over a big chain. Was it just about the coffee, or was there something more? Maybe you’ve heard about their unique house blend, and how the owner spent years developing it. You know they operate out of a historical building they saved from demolition. They hire only from local schools, source their beans from small farms, and make special deliveries to senior homes.
We can assume the owner is a great person with boundless goodwill, but that’s not necessarily what’s happening here. They’re building a story, and that story appeals to your sense of both high-quality coffee and community spirit. It’s a story that will season every marketing and promotional effort. It may not only attract you away from Big Coffee, it’s a story for which you may even pay a premium price – and feel good about it!
That’s the power of a story.
Your story is what sets you apart in a crowded marketplace. It’s not just about what you sell, but why you sell it, how you sell it, and how you make your customers lives better. Your story can turn a simple transaction into a meaningful connection.
Finding Your Story: It’s Easier Than You Think
You might be thinking, “But I don’t have a story!” Trust me, you do. Even if you’ve done no branding work to create a story, you naturally have one anyway. Your story could be:
- Your ‘Why’: What motivated you to start your business?
- Your Journey: What challenges did you overcome?
- Your Values: What principles guide your business decisions?
- Your Customers: How have you made a difference in their lives?
For example, let’s say you run a small bakery. Your story might be about how your grandmother’s secret recipe inspired you to share her delicious treats with the world. That’s more compelling than simply saying, “We sell cakes.”
Turning Your Story into Marketing Magic
Once you’ve identified your story, it’s time to weave it into your marketing. Here’s how:
- Your Website: Don’t just list your products. Share why you’re passionate about what you do.
- Social Media: Post behind-the-scenes glimpses of your work. Show the faces behind your business.
- Product Descriptions: Instead of just features, explain how your product fits into your customers’ lives.
- Customer Service: Train your team to share your story when interacting with customers.
Remember, authenticity is key. Your story should be true and reflect your genuine passion.
Stories in Action: Real-World Examples
Let’s look at how big businesses use storytelling:
- TOMS Shoes: They don’t just sell shoes; they sell the story of helping a child in need with every purchase.
- Warby Parker: Their story of disrupting the eyewear industry by cutting out the middleman and offering affordable, stylish glasses resonates with many customers.
- Patagonia: Beyond selling outdoor gear, Patagonia tells stories of environmental activism and conservation. Their “Worn Wear” campaign encourages customers to repair and reuse clothing, emphasizing durability and sustainability over constant consumption, aligning with their mission to protect the planet.
- Nike: With their “Just Do It” slogan, Nike tells stories of perseverance and athletic achievement. They often feature both elite athletes and everyday people overcoming obstacles, inspiring customers to push their limits and associate the brand with personal triumph.
- Dove: The “Real Beauty” campaign tells stories challenging conventional beauty standards. By featuring women of all shapes, sizes, and ages, Dove positions itself as a champion of self-acceptance and empowerment, creating an emotional connection with consumers beyond just selling personal care products.
- Apple: Beyond showcasing product features, Apple tells stories of creativity and innovation. Their “Shot on iPhone” campaign features stunning photos taken by ordinary users, illustrating how their products enable artistic expression and positioning Apple as a tool for realizing creative potential.
Even as a small business, you can create powerful stories. A local restaurant might share the story of their family recipes passed down through generations. A neighborhood hardware store could tell the story of how they’ve been helping local DIY enthusiasts for decades.
Stories can be found everywhere, and they are compelling.
One of my favorite companies to keep an eye on is Stauer, an affordable jewelry, watches, and apparel company. Even their simplest pieces come with a well-crafted story. Their full-page magazine ads are more story than picture. Do they expect people to read all those words? You bet they do. They’ve been doing it that way for decades and for one simple reason. It works!
Here’s a snippet from one product description, the Arcobaleno Italia Necklace & Earrings:
The rainbows in Italy are beyond beautiful!
For more than 25 years, Italian designer Andrea has created jewelry possessing a unique dynamic of purity, linearity and flowing grace. His exclusive style is sought-after all over the world. Each creation seems to flow uninterrupted to elegantly embrace the precious light of faceted jewels. Andrea’s collections are conceived and realized in his studio in Parabiago, Milano.
Here, Andrea has captured all the colors of the rainbow in spectacular Swarovski® crystals. Swarovski® crystals represent the brand’s heritage of creating “diamonds for everyone,” and embodies over 125 years of craftsmanship that has been mastered to perfection.
Start Small, Think Big
You don’t need a marketing degree to tell your story. Start small:
- Write a brief ‘About Us’ section for your website that focuses on your ‘why’.
- Share a weekly social media post about your journey or values.
- Train your staff to share a key part of your story with customers.
Remember, your story is unique. It’s what makes your business special. By sharing it, you’re not just selling a product or service – you’re inviting customers into your world.
The Bottom Line
In a world where consumers are bombarded with choices, your story can be the deciding factor. It’s what transforms a one-time buyer into a loyal customer and advocate for your brand.
So, what’s your story? It’s time to start telling it.
What Your Web Agency Can Do for You
At Chroma-Marketing Essentials, we are branding experts and master story tellers. We can help your business find its story and use it successfully across all of your marketing efforts.
We see opportunities to help our clients compete with bigger enterprises online and find new and effective ways to reach their target market.
Call Chroma today at 724-523-3001 or visit Chroma Marketing Essentials to embark on a journey of digital excellence with a local touch. Let’s build a website and a marketing strategy that reflects your business’s unique story and propels it into a future of success.
