Tell Us Your Story

Every business has a story to tell, but how many of us are so busy just marketing our services as business owners that we forget to emphasize why we do what we do? Seems everyone is in a hurry today. With only a few minutes to grab a new client’s attention, we think we have to list everything we do so they can decide to choose our company for business. But I have to ask myself this question: “Why do my clients do business with me?” I recently began a new project that changed this aspect of my marketing perspective on ‘telling my story’.

Due to ‘Content Writing’ objectives as a Marketing Guide, I must take time to get to know each client personally by asking questions. What do they accomplish through their business? More importantly, what is their Unique Selling Proposition (USP)? Meaning, what makes their business different than the competition? Then we strategize to target the new correct audience. I ask them to tell me ‘their story’, how they started business, and next help shift their thinking to ‘now put yourself in your customer’s shoes’. Inquiring as to why they believe their clients keep returning to utilize their services.

Questions to ask yourself and your staff in order to develop new client reach:

1) Who are my favorite clients now? This may be an easy question to answer, but the ‘why’ they are your favorite clients is more important. Study that (Know your why), then develop a direct approach to reach more ‘favorite clients on purpose’.

2) Do clients like me as a person or do they just need our services? Chances are they like you as a person; do they happen to know ‘your story’ or why you do what you do?

3) Why have current clients chosen my company to serve their need? Do they call you because of great pricing or is it perhaps due to a staff person that developed a relationship with them and makes them feel special upon every return?

4) What do my clients really want from my business? Have they asked about different services and received good response? Take time to listen and care about their issues or desires then apply new services accordingly; this can become part of ‘your story of success.’

This process of discovery is a critical key I utilize to identify proper content to represent their company. It’s also a creative way to examine what can be refreshed or added to a new website design or brochure that is being considered for promotion. The uniqueness of each business is directly related to the very person or CEO that started with a dream; we never want to adapt or maintain the ‘same ‘ol, same ‘ol mindset’ about the industry in which we serve.

‘Telling your story’ does not mean you keep falling in love with your product or service. It means you discover a client’s needs through listening and applying changes in technology or techniques that may serve them better; then their happiness becomes part of your story! You can share this information through multiple forms of media like websites, videos, social media or brochures and it should be growing all the time.

Conducting research of other companies within your same business model is a great way to continue learning more about the competition. However, remember to keep in mind your USP because this is your ticket to growth and enjoyment through all the business strategies and processes required to keep moving forward.

Who says you can’t have fun in a story-telling business? Do you tell your story through your marketing? Break out of the standard cycle of marketing and communication so you can reach new levels by inventing something completely customized for your business model or product. Tell your client’s favorite stories that keep you on the same path of service or maybe change the way you do things now to accommodate them. Invite your staff to join you in this venture because they are part of the reason you have a story to tell. Enjoy this journey of story-telling and experience a new refresh in your business growth!

Suzette Howe is a Marketing Guide and Founder of www.ShowUhow2.com, a unique How2Team? of professionals who partner with you to design strategic solutions and host ShowUeducation? classes, offering all aspects of Full Service Marketing.