Market leaders are trusted. That's in part because they offer superior products and services. But they have also secured their place in the minds of their prospects and customers. Put another way, their customers feel like they know them personally. They like their brand story.
When I was growing up in the mid-60s, this was easy. After all, you knew the people you did business with because they lived right there in town! I played with their kids and said hello as I passed them on the street.
But how do you get your website visitors, people who you may never meet face to face, to know you? Whether prospects like you or not can be a point of friction that you want to control. Prospects may need your products, but do they like you and trust you?
So imagine them checking out your company’s About Us page and immediately feeling a connection. They get to know you. Doubt melts away as you build trust. That’s where you want their mind to be, comfortable with their relationship with you personally.
Your Brand Story is the First Chapter in Your Content Marketing Strategy Plan
The first thing I write in a content marketing plan for clients is the “Your Company Story” section. I get your company’s history first, but then we dive deeper.
Maybe you were first in the market with a product. I ran into that with a manufacturer in North Carolina who invented pioneering products in their field. To this day, they’re in the same business offering the latest technology to their customers.
Or your experience before your current position sets you apart from your competitors. I had a client with specialized military service that she carried into her business as a private investigator.
My experience as a book publisher taught me the writing, editing, and organizing that is invaluable in content marketing.
I will say it’s not easy to come up with your unique story amongst the hubbub of your daily business life. And you may think that much of your story is boring or irrelevant. And if it’s anything like some of mine…bartender, painter, census taker…you’d be right!
The trick is to use only the parts of your resume that relate to your current business. Reveal the parts of your personality that help you deliver the best products and services to your customers.
So how do I get you talking about yourself where we get enough to write a compelling story?
Let Loose and Ask Yourself These Brand Story Idea Jogging Questions
- What is your job?
- How did you get here? How did you get into this work?
- How did you get where you are today?
- What brings you back each day?
- What are three things you like most about what you do?
- What is the most important thing of the three you mentioned above? Why?
- Why should people call your company?
- Where do you see your company 10 years from now?
- What do you like to do with your personal time? Sports, hobbies, travel, family etc.
With the answers above along with your resume and maybe your current About Us pages I can craft a compelling brand story. The goal is to get that story to resonate with your unique audience.
The thing is, if people know, like, and trust your brand, they’re more likely to buy from you online. The important thing is to get it all down and then pick and choose the brand story that works for your content marketing program.
Until next time,
Nick
PS Take a look at my story here. Let me know what you think. Do you feel a connection? Any suggestions to make it better? Comments appreciated!!
Other helpful tips on writing your company story and About Us pages:
About Us...Channel The Donald's Authenticity for Instant Impact
About Us Page...Gain Confidence by Getting Personal
How to Easily Organize Your Bio Page for Maximum Effect
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