I can hear you saying “just how the hell do I do that?” Let me explain.
A) CUSTOMERS DON’T REMEMBER PRODUCTS, THEY REMEMBER STORIES
It used to be that we bought products because we knew they were reliable and we depended upon the popularity of the brand. That was back in the day when there weren’t so many brands and products to choose from. These days a great company is successful because they sell us a “brand story” that creates an emotional response in us and makes us want to own that product. We want to be associated with the emotions and feelings that are represented by that brand. For example we shop at Whole Foods because it makes us feel good about our environmental footprint and it makes us feel nurturing and caring for both our families health and the environment.
Most successful new businesses these days have a great story to back up their products. This is what they are utilizing to promote the business and gain customers. A story shared allows a community to come together over the emotional response they have to the story. Your business does have a story, we just have to find it and every company has a story.
b) EVERY COMPANY HAS A STORY TO TELL
If you know you have a great product or service and existing happy customers you need to market your story. The story has to be truthful and if you are scratching your head wondering what your story might be here are some thoughts to give you a way to uncover your story.
Who are you?
As the owner of the company what is your story? Are you a retired youngster starting a new business that you are passionate about and that you have spent years dreaming of? Are you young and have decided that a creative business regardless of your education as a lawyer (Doctor, Social Worker etc) you feel drawn to build? Are you passionate about your craft and have trained for years to bring it to market? Are you sharing something you discovered that changed your life?
What makes your product or service special?
Is your product the first of its kind in your area? Do you create new flavours or new food ideas that foodies line up for? Are you promoting local products that are created and crafted in your community? Are you an arisan working with your hands and building products according to age old traditions? Have you invented a new process to do something better, smarter, faster, more sustainable?
What are your company’s values?
Do you have a vision, mission and guiding principles for your company? Do you donate a percentage of your profits to charity? Do you use, reuse and upcycle your products? Is your business environmentally friendly? Do you give back to the local community? Do you practice what you preach?
There is always a way to dig down and discover your companies story. It is incredibly challenging but there are ways to discover the story underneath it all and use it to promote and market your company. The challenge is to find that story and then use it. .
Marketing your companies story is fundamental for your company’s success. Why?
GREAT PRODUCTS MAKE HAPPY CUSTOMERS
& TRUE STORIES MAKE LOYAL CUSTOMERS
Let the Artful Marketer tell your story click here for more information.