My brand is all about stories. Not just any story but the story a business can tell. In my About section I I’m transparent about the fact that a business’s story is what I’m all about. People don’t only need to know what they’re buying but they like to know what business they’re supporting while at it. People want a connection with the businesses they support so, give them one!
The story a business offers is its major connection with folks. However, gong about telling that story is important as well. There are a few aspects of your story you will want to focus on to convey the background of your business effectively to where it will connect with folks the way you want it to.
Give your customers a solid theme and plot. Just as with any good story, you want to make sure you keep the theme and plot solid and clear. As Tricia Rose states, “There’s what happens in the story and then there’s what the story is about.” Your plot is the finer details of your story. It tells everything that actually happens. From point A to point B is described and explained in detail. However, your theme is overall what your story is about. In other words, don’t confuse people with a random title to your story and then allow the plot to go way off topic. Grab their attention with the theme then guide them through the details with your plot to connect them to the overall theme which is, overall, my brand can help you fulfill…..blank (insert your business focus here).
Use a narrative arc. Tricia Rose explains that a narrative arc takes a customer from one point to another. In a business point of view, you want to take your customer from needing something and being unsatisfied to not needing something and being satisfied. Your story wants to bring these feelings up in people so you can try and make them feel the satisfaction using your business could bring.
The stakes. You always want to keep your customer coming back but you need to give them a reason to not want to lose you. Plant what those stakes are. What’s in the balance if they turn away from your company? I’m not talking about threatening your customers. “Hey, if you don’t use my business, I’ll slam your name around town.” That is not going to bring in customers and that is not what I’m pointing out here. Tricia states that you have to remember that “…your customer is a character who must take action to do business with you.” You don’t want to constantly be chasing customers down for repeat business or business in general. Give them a reason to take action first. For example, if you do photography like me, phone cameras and cheap point and shoot cameras are all well and good. However, you know that envious feeling you get of your friend who just had professional shots done? That feeling will continue if you don’t put your phone aside and start letting a professional take over from time to time. You’ll love the satisfied feeling you’ll get when you’re the one posting those schnazzy professional photos instead of just your friends.
Your business is all about the story. Start telling yours today. If you don’t know how, that’s what I’m here for.