Fred Rogers, better known as “Mister Rogers” used to have a saying: “Its hard not to like someone once you know their story.” Most people these days want to do business with more than just a faceless company: they want to have a relationship. Having a relationship with your customers is Business 101. The stronger the relationship, the more likely you will have repeat customers and be a success.

Large companies have a dedicated marketing department that is staffed by marketing guru’s. A small enterprise (and even some medium sized ones) doesn’t usually have that luxury and yet having a relationship with your customer is just as important for you as it is for the big guys. Its all about trust. Few things establish trust and a great relationship like your story.

Your story should include things that will let the reader get an inside view into who you are and what you do. Why should they want to do business with you? What makes you unique? What is your purpose, your passion? Quirky and interesting reasons why you started your business will endear you to the reader. It will help them begin to trust you. Let them know what your dreams for the company are and how you plan to get there.

This may seem like an odd way to market your company, but honesty and sincerity go a long way in helping to shape your future customer’s opinion of you and your company. People want to connect with the places they do business with and when they learn what you stand for and what makes you special…it will be hard not to like you.

Of course, it is important for you yourself to understand these questions. Not knowing why you exist makes it difficult to explain to others. By the way, one of the most IMPORTANT questions for you to ask is WHY. What is your WHY? This is a thought provoking question and you should take some time to really understand it.

I recently watched a Ted talk featuring Simon Sinek where he talks about the critical nature of WHY. Surprisingly, most companies don’t truly understand this concept and as a result send out mixed messages to their customers and as importantly, to their employees. If your team doesn’t understand the WHY, then your customers won’t either. I highly recommend viewing Simon’s presentation. I found it invaluable and I know you will too.

At the end of the day, helping your customers identify with your goals and mission will move you to the next level, whatever that might be for you.

Tell your story, so your customers can tell it, too.

No one else has your story. No one has your unique perspective. No one went through the exact thing you went through, in the exact way you did! Your story can pull the people you want to attract to your business together and make them say “Yes” and forget about your competitors.

So, use your story on your company’s about page, in your emails, in your brochures, in any direct mail you send out, and at events where you are speaking. The rule is: “Everywhere you are, your story should be, too.”


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