Your company and the services or products it offers are the
“what.” It’s what you do every day, and it’s what you market. A big movement in
marketing today is telling your story. When you tell your story, you’re telling
your audience about what you do and the way you do it. Whether that means a
behind the scenes video or just really well-written blog posts, you help your
audience connect with you on another level when you share your story.
Customers today often look at businesses as people. Given
social media, people are able to interact with their favorite businesses one on
one from almost anywhere, whether they happen to be shopping there or not. It’s
almost a digital version of the old Mom and Pop stores, where the owners cared
about your family because they knew
them. Today, customers can engage in conversation or debate with their favorite
brands and they love to do so.
This is why it’s important to tell more than just your story
in your marketing. Your business exists today for a reason. That reason,
ultimately, is your backstory. It’s the “why” to your “what.”
When you’re building your backstory, ask yourself these
questions:
How will you tell it?
What’s the best medium for you to tell your backstory? Is it
a well-done online video? Maybe a series of blog articles? Maybe even an
infographic can really convey why your business exists today.
Who are the
characters?
Did you open the business with a partner? How was he or she
brought in? What did your parents or your spouse or your kids think when you
told them what you planned to do? Characters can make or break a story.
What, specifically,
is the “why?”
Were you a disgruntled corporate worker who was tired of
being chained to a desk doing paperwork? Or were you just inspired to create
something better? From the first inkling of an idea to where your business
stands today, you’ve got a full story to tell.
What challenges did
you face?
Starting a business isn’t a cakewalk, and almost every small
business faces issues of cash flow at some point in their early years. What
were your challenges? How did you overcome them?
You saw the need to make a change, and you stand proudly
behind your business. Tell your backstory. Be honest and tell it truthfully.
People will love to hear it.
