Telling Your Story

What sets your business apart from the competition?  There is one thing that you have that your competition can’t steal from you, and that’s your story.  By telling your story you will find that you can better connect with your customers and others in your industry.

Your story is your unique experience and shows how you got to where you are.  It helps to show people the struggles and challenges you have overcome to get to where you are.  Don’t be afraid to share it, yes including the not so fun parts.

In today’s fast paced world customers may crave human interaction and genuine care when they are dealing with a company.  People want to do business with those they like and trust.  It helps people to see that you are just like them, an ordinary person.  For corporations, participation in community events and with nonprofit organizations helps to put a face in the community and spreads goodwill.

As you begin to answer questions and speak to customers on the products or services you offer, you will find they often tend to let their guard down a little when seeing that you are the face of company.  They relate to you, the person, who they can go to for assistance.

Promoting your business also becomes easier as you tell your story.  As you speak with your customers you make personal connections with them.  By inviting them to join things such as a mailing list, online newsletters, like your Facebook page etc. you open up avenues for you to promote special events and sales to the people who already shop with you.  Customer engagement is key in marketing your business.  If you need a plumber, many people ask for a referral through social media, Angie’s list, etc.  Those positive experiences of others are what will help you grow your business.

When you open up to customers, you invite them to become part of your story.  Their experiences become part of your story, and a happy customer will often tell others.  So, remember that it’s not all about you.  Make it about you and your customers and the story that you share together!   It’s hard work, but a positive business reputation is worth the extra effort.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.

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