One of the best ways to get attention for your startup is not just having a great product, but telling a great story. Great leaders are great story tellers. Great stories help grab the attention of prospective customers and are much more interesting to learn about. This makes them a much more valuable means to communicate why your startup should be paid attention to.
Having a personality associated with your company is one of the best ways to build branding. A positive branding will gain you more loyalists to your company, who are better customers than a bunch of one time customers who buy, leave, and do not come back. The repeat customers you can hook with a good story about your startup are going to be the bread and butter of your business, but many business owners struggle with the process of telling a story.
For small business owners, walking the fine line between selling your product and telling that story can be difficult. After all, you are a small business owner focused on business, and you are good at it.
Learning how to tell and not sell is one of the first things that any small business owner needs to learn how to do, and there are few tips and tricks you can use to make your stories of a higher quality than those of your competitors.
Create an Emotional Attachment
Find out what the values of your customer base are and play to those when telling your company's stories. Logic and pragmatic reasoning is a great way to build brand loyalty for some, but creating an emotional connection will form a stronger connection for most of the population. The connection to the heart is one that lasts, so finding what you can connect with in your customers and forming your story around that connection is the first step to telling the great story that is going to gain attention for your business.
After you have the emotional basis in your brand story, the next step lies with paying attention to your customers. Take the time to listen to them and find out what they want to learn about, what they care about, what matters in their lives. If you can include things in your business's story that not only fill their values but their desires for information, you are going to have them hooked on what you have to offer.
With that being said, you make sure your business' story does not rely on falsehoods to sell--do not pretend to be something you are not just for the sake of attracting customers. With all of the information technology available to consumers to use, it is easy to find out whether or not a business is lying. If your business is discovered to be a fraud, you are shooting yourself in the foot for future customers and profits. Instead,focus on what you actually bring to the table and tailor it to your customer base. You will find a lot more happy customers being honest and straight forward.
Keep It Simple
Crafting the story of your small business should be simple and short. Consumers today interact with thousands of pieces of content a day and because of this, the average attention span has gone down. You will lose their interest if you ramble on. Avoid becoming part of then noise by packing an emotional punch into a few paragraphs. That will set you on the road to successful brand building.