In Business, It’s Not What You Say But How You Say It

Guest post by Kimberly Laws

Businesses–big and small–are as different as the people that run them. Your company possesses special qualities that sets it apart from the competition and its level of success depends on how well you communicate these differences to the public. Yes, in order to thrive, your brand must do more than simply “market” itself. It must have a story.

A great storyteller can take a barrage of sleep-inducing facts and mind-numbingly boring information, identify the parts that would interest the public, and present them in a way that will have readers riveted and begging for more.

Become their Hero

All good stories have a loveable protagonist that conquers the forces of evil and saves humanity from some horrible plight. Your company needs to be cast in this heroic role. The enemy could be any number of things.

• Perhaps, the villain could be the problem that your products or services solve. For instance, if you sell cold remedies, the bad guy could be the virus itself.
• It could be an issue that your company strives to address. One example may be your company’s green initiative with pollution being the foe.

Become their Friend

Customers are loyal to companies that they can relate to. It is important to identify your clientele’s values, worldviews, and interests in order to captivate their attention with your story.

• Are you the only local company in your niche? If so, you will want to appeal to their hometown pride. Everyone loves the home team.
• Do your products appeal to a specific group of people such as golfers, chefs, or motorcycle enthusiasts? If you serve an audience with specific interests, be sure to talk their talk and create content that will be of relevance to them.
• Another great way to create a friendly company image is to ask some of your best clients to compose testimonials for your blog, website, or social media platforms. This will communicate to your readers that you care about your customer’s opinions and it will make your testimonial participants feel extra special.

Become a Source of Excitement

Too many company websites have a history section that reads like an encyclopedia. No one wants to be talked at; they want to be spoken with. By sharing the story of your brand in a creative and authentic way, your readers may actually forgo the “back” button and stick around long enough to form an attachment to your company.

• Did your company create a few product flops? Instead of burying these hiccups deep in the corporate vaults, share them with your audience. Not only will they find these blunders amusing, they will also likely feel an affinity with your company’s imperfect human side.
• Do you have an employee that has a compelling story? In order to better showcase the human face of your brand, ask willing employees to write about their weird collections, fondest company memories, personal achievements, strange pets, or anything else that would appeal to your following.

Be a Source of Honesty

Before you press the words “publish” or “send,” make sure you have checked your facts. You may be a great storyteller, but remember, in business, you aren’t selling fiction.

• Make sure your products will do what you claim they can do.
• If you’re using statistics or other data, make sure they come from a reliable source.
• Ensure testimonials are all authentic and by those not personally affiliated the company.

The companies that enjoy the greatest customer loyalty are the ones people can relate to on a personal level. Whether it’s a retailer that can laugh at itself, a manufacturer that helps those around the world, or a service provider that’s kind to animals, we all feel better when we support a business with a positive image. Images that start with a master storyteller.

What characteristics do your favorite companies possess? How do you know that they possess these qualities?

Kimberley Laws is a freelance writer and avid blogger. She is a social media addict who has written a barrage of stories on social media marketing, blogging tips, and online reputation management. You can follow her at The Embiggens Project and Searching for Barry Weiss.

Photos courtesy of Photos.com.

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