Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off

CHAPTER 75

DOCUMENT THE STORY OF YOUR BUSINESS

By now you've probably heard someone besides me talk about the power of your story as a marketing tool.

While it may feel a bit like old news to encourage you to work on your story, nonetheless, having one is a marketing essential. The best marketing stories aren't just a retelling of the history of your business. No one really cares how long you've been in business or even how many family generations it's been passed through. That may sound a bit harsh, but keep in mind that your prospect is asking, “What's in it for me?” not, “How long have you been in business?”

Incorporating your ideal customer and your proven ability to over-deliver to that ideal customer is essential. Think back to some of your earliest success stories with some of those perfect-fit customers. Include the impact you had on them as part of your story. Post your story on your website or blog where it is easily accessed and educate all employees to reflect the core values of your story.

If done correctly your story will become a distinguishing and brand-building badge that captures who you are, what you are good at, and provide evidence of it.

If you are struggling to capture your story in a way that you find engaging and useful, try interviewing a few of your top customers for inspiration. What was it about your business that first attracted them? How are you doing compared to the other options out there? What impact has working with you had on them?

Your story ...