It's human nature, everyone loves a great story. A good tale can draw us in and inspire feelings. Many business owners hesitate to share their stories but today we're here to encourage you to reconsider and provide some tips on ways you can share your story.
Everyone has a story. You didn't get to this point in your life without having some experiences, both good and bad. Your business didn't just spring to life on its own. There is a story to be told regarding both your personal journey and that of your business's creation.
Why is your story important? Why should you share it with others? Your personal story could inspire other entrepreneurs and encourage them to follow their dreams. If you have overcome obstacles along the way your journey could provide a guidepost for others to follow. Sometimes hope is the most precious gift you can give someone. Sharing your triumph over adversity could allow others to find hope.
Sharing your backstory and that of your business can not only be inspiring to others, it can provide a lift to your success as well. We've talked a lot in previous posts about marketing and ways to attract and retain customers. A great way to do that is by allowing your patrons to feel as though they are part of something. When you share your story you're letting them in on the 'secret', giving them a sense of belonging that can translate into increased loyalty. You're providing an honest reason, on top of your superior product, customer service and prices, for customers to frequent your business. Your unique story could be the competitive advantage that you need to rise to the top of your market segment.
So, how do you share your story? You have a number of options. Keep reading for a list of our favorite suggestions.
- In-store. Print it out and post your story in your place of business. The back of the menu story has long been a restaurant staple, for good reason. It's passive, customers can choose to read your story or they can skip it. Regardless, it's there each and every time they stop in. This is a low cost, potentially high impact, way to put your message out there.
- Website. Similarly, the About Us section of your web page is a great place to tell your story. Again, the cost is minimal, the potential for viewership is long lasting and it is non-aggressive. Customers can choose to click on the link or they can only peruse the parts of your site they are interested in.
- Social Media. Telling your story via social media might limit how much you are able to say but it can reach a wider audience, i.e. more potential customers as opposed to just those individuals who are already aware of and interested in your business. Your story could have an element that hooks a potential customer who might not have considered your company otherwise. Often customers choose to support businesses that share a common interest, belief or goal. If your story includes an element with that appeal it could open up an entirely new market segment.
- Promotions. Supporting a cause that is near and dear for whatever reason can likewise attract a new market segment of customers who share your beliefs. If you choose to sponsor a charitable event don't be afraid to detail your reasons for supporting this organization or cause. Knowing that you have a personal reason for donating can make a difference to others.
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