Your business is your own and it has a life, reputation and culture all of its own as well. One of the challenges of marketing a small business is to find a way to stand out amidst many—some of those others will be much larger and much better known. It can be tempting to try to imitate or try to make our little business seem like everyone else or at least like the “big guys.” It is important, however, to tell your OWN business story—your business has a personality and it is up to you to share it with your prospects, clients and customers.
Are you someone who likes to read biographies or peruses the “character sketches” that are in trade and other magazines? I find that I am much more interested in those authentic, human interest stories and when I am reading a trade or business magazine, I DO want to know how a person got to where they did; why they started their business, what the stumbling blocks have been, how they have changed. I AM interested in how the unique story goes. I believe that individuals will be more likely to attach to our home businesses as well if they get to know our own unique stories.
Some people include an “about us” section on their web site and others have made it part of their business branding and marketing to “tell the story” of the owner and the business. Think of Colonel Sanders or a local business in your town where people are as interested in the “story” of how the business came to be and what is going on with the owners as they are the products and services. While you may not want every personal detail and family horror story to be made public—there is a story to your starting and operating of your home business and it just might be the best way to sell your business and market an image that people can relate to.
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