I recently met with a client who is in his second full year of business. We met to review past the past month’s content, shoot a couple of marketing videos, and I had some questions to ask him to help me understand his business’s story better.
“What makes you different from your competition?” I asked.
*Brief Pause* “You know what… no one has actually asked me that before!” He replied.
At first, he wasn’t sure what to answer, but after a few followup questions, he actually had an incredible reason for what made him different from his competition. He had just never thought of it that way before or realized how sharing could shape his marketing message.
The story of your brand is an important one. Your story is what makes you different from the competition. It’s the reason your customers choose you. It’s why your business is considered an expert in your industry.
Humans love stories. Stories help us learn and connect. As a business owner, you might think your story is simple. You own your business and sell product x or service y and that’s the story. Let’s challenge that and really find your story.
I know what you might be thinking “Well, I’m not creative. I can’t think of my story or what to do with it.”
Let’s walk through five questions you can ask yourself to find your story and craft your messaging. Then we’ll talk about how to leverage your story in your marketing.
Below are Five Questions to Ask Yourself to Find Your Story
These questions help you dig deeper and understand more about what’s interesting about your business. Take your time with these questions, but don’t stress if you don’t have a long answer.
Write down the answers to these five questions to start putting together your story. There are a few followup questions to help if you feel stuck.
What made you start?
Did you see a need?
Wanted a new opportunity?
Found a niche?
Wanted to make money doing something you love?
What motivates you to keep going?
Helping others succeed?
Seeing your business grow?
Making a great income doing something you love?
What sets you apart from your competition?
What’s something different you offer?
How are you structured differently that sets you apart?
Are you local? National?
Does your experience set you apart?
How are you unique?
What makes you as a person or business owner different?
What’s your background?
Where are you from?
What’s a hobby or passion that relates to your business?
How do you help your customer?
What’s a problem you solve?
How do you solve it?
How can customers learn more about the solution you offer?
What have past customers said about your product or service?
Have your answers? You have your story! Now, what can you do with it?
How to Leverage Your Story Online
Now that you have your brand’s story, how do you use it in your marketing? Use your story to connect with your audience, position your business as an expert, and achieve your business goals.
Here are some channels you can use your story with some ideas to help you start using your messaging.
Create videos where you share your story piece by piece
Schedule out social posts that share your story with a link back to your website
Host contests around your story
Come up with a list of blog topics that center on your story
Rewrite key landing pages with your story in mind so it connects to your audience
Tweak your about page so it reflects your personal story and your business’s story
Ad Copy and Placement
Use your spectacular messaging to create ads that will grab your audience’s attention
Place your ads strategy on channels that will connect with your audience
Develop the funnel from ad to conversion
Tell it and Sell it
Tell it and sell it is simple but true. Once you start telling your story online, you’ll start crushing your business goals. Potential customers will be drawn to your brand and connect with your brand’s unique story. Craft your story and leverage it in your marketing for incredible results.
Oh, and that client mentioned at the beginning of this post? We created a marketing video based on his story and it’s received hundreds of views with lots of positive engagement.