Telling the Story, Selling the Story
For many entrepreneurs, putting marketing materials together can be the most challenging aspect of their business. There’s a lot of pressure to stand out from the crowd and finding the right words to lure customers can be a struggle.
Yet every business has a story and this story is the most compelling part of your business, the hook that will capture your customers’ interest. In order to create effective marketing materials, it’s important to take a step back and ask yourself: what’s the story of my business?
There are numerous elements to that story. The first is the idea, the spark that propelled you into business. Maybe you spotted a niche that you knew you could fulfil, or decided to leave the rat-race and fulfil a lifelong passion. Or you wanted work that would ensure you could spend more time with your children.
Then there’s the story of how you set up your business: the goals you hope to achieve, the obstacles you overcame and the highlights. Finally, there’s the meaning the business has brought to your life, whether it’s the ability to provide for your family, the freedom to be your own boss, or creative fulfilment.
In a previous post, I mentioned the importance of finding an angle when creating a press release. Putting the elements of your business story together will help you find that angle. It will help you figure out what makes your business unique, what you do differently to everyone else in the market.
Once you have written your business story, it will then be easier to create effective marketing materials. Your story can form the basis for a compelling mission statement on your website, a press release for the media or marketing emails for your customers.
You’ll discover that creating marketing materials is quite a linear process. First you tell the story, then you sell the story.
PS: To find out how to tell your story through blogs, why not drop along to WordCamp, a camp for business bloggers being held in Kilkenny on March 6th and 7th. It features talks from international blogging experts. Log on to www.wordcampireland.ie for further details.