Small businesses (those with fewer than 500 employees) form the backbone of the United States economy. These 30 million business owners employ roughly half of the private workforce. However, small business people rarely have the marketing budget or resources to access today’s top marketing tools and techniques.
Appeal to your ideal customer and face your competitors by leveraging your greatest asset, the one thing no one else can take away or copy, your business story. Whether you’re a small business owner, a trusted office manager, or a savvy marketer, you need to know your business’ story and tell it well.
Remember, this isn’t about selling. It’s about connecting. So refrain from asking people to buy, join, or sign up. The objective is to show the human side of your business.
How to Craft Your Unique Story
To identify your business’ unique story, gather key customer-facing staff members , sit down with your computer (or a piece of paper) and write down your answers to these 7 key questions.
- How did you get here?
Your unique story begins with the path you took to get where you are today. Look back on the successes and failures that brought you to your current level of development.
- What do you know about your competitors?
Many other businesses exploit and shape your niche. Take a minute to consider their strengths, weaknesses, and approaches to doing business.
- What sets you apart from your competition?
You know you have something special to offer that your competitors lack. How are you different? What sets you apart? Identify and list the specific factors that define your USP (Unique Selling Proposition).
- What’s your passion?
You could have decided to open (or work for) any type of company. Why did you choose this particular one? What do you gain from this experience that you can’t get from any other?
- What emotions motivate and support you?
When hard times come, which inner resources do you lean on? From where do you draw your strength? What keeps you from never giving up?
- Who have you helped?
Make your story more relatable by sharing a customer success story. Highlight the ways in which you made a difference in this client’s life – and how they used your USP to break through barriers and reach new heights.
- What else is missing?
Look back at the story outline you’ve created. What more needs to be said? What special component of your business do people need to hear about? What memories do you treasure from the time you spent following this path?
My Business Story
I am a high-energy, happy-go-lucky passionate, creative marketer, who honestly loves all things marketing (it can be obnoxious sometimes :-)). And with numerous years in the corporate sector, I found the corporate world lacking the same passion and drive that I felt I brought to the table. That’s when I decided to work with small business people.
Every time I work with small business owners, marketers or employees I get energized by their passion and vision for what they do and how they do it. The honest motivation to benefit others in daily work is present in all successful small business people I meet.
You put everything you have into your business – so I ensure you’re investing these resources in only the finest marketing strategies and tactics.
If you need help identifying your story and telling it well, I can help. Unlike traditional agencies, I’ve specifically tailored my services to small business people like you – and set my pricing to accommodate your budget, even offering monthly payment plans.
I provide corporate-quality marketing services at small-business prices. You stand behind your unique products and services – and I stand behind you, all the way. If you are interested in how I could help you today, then click here to book me for a free one-hour consult today! The coffee is on me.