Your Story Matters in Your Marketing

Long ago and far away in the land of marketing, messaging was about telling your potential clients and customers what you could do for them. (#wiifm what's in it for me) Pricing, deals, specials and packages, oh my, to get the most for the least amount of money. In some industries, that may still be the case. In others, a new trend has emerged that will be here for awhile.

A New Kid on the Block

Literally, from some of the same millennials that may have listened to the "New Kids on the Block" we're seeing the need for a new story telling narrative in marketing messaging. (Don't miss this great article written by young entrepeneurs in SmallBizTrends.com)

People will engage more readily and even pay more if they know the backstory; if they believe that their purchase will in some way help someone else.

Bombas.™

Toms.™

Popsockets.™

These are just a few examples of many companies that give back with every purchase. In a world that has a heightened awareness for social justice (and rightly so), people look for companies with similar values.

Why and How

If you have a solid digital footprint, people know what you do. They see your website and social media. Now they want to know why you do it. Are you in it to just make money? Is there a bigger purpose behind what you do? Why do you do what you do?

And, how do you do it? Do not underestimate the power of letting people in behind the scenes. Let us see the cake baking, you working at your desk answering a FAQ, the coffee being poured. This is a generation that appreciates the craft whether it's beer, coffee, a cocktail, or really a craft and they appreciate knowing how you named your entrees, where you learned to cook, etc.

You Be You

Being authentic is important. If you're a small business owner and you don't donate a percentage of your earnings to charity with each purchase; it's okay. Don't change your business model unless you want to. People will identify and engage with you when they know something personal about you, so go ahead and let people know your favorite football team, local hotspots, the name of your dog, that you coach a little league team or lead a scout troop. Now more than ever, building relationships is paramount to building a successful small business.

You're a small business owner because you had an idea and then you made it happen. People are ready to hear your story; are you ready to tell it?

Connect with us today!