Show and Tell: What’s Your Story?

People shopping for products and services these days want more than some information and a few glossy photos. They want to know what’s your story. Who are you? What do you do? How do you it? Why do you do it? They’re not just interested in what you have to sell. They want to know are you a person or company with integrity, someone who shares their values and is in business for more than just making money. If you sell a product, they want to know what it’s made of, how it’s made, under what conditions, and what your sources are. In short, consumers today want the full story.

Lots of folks are vying for consumers’ attention, so your story has to be compelling and it has to be packaged well. We are living in a visual, and increasingly video, culture. People would rather watch than read, especially if they are checking you out on their smart phone or tablet. Invest in a good quality, eye-catching video presentation and some digital marketing materials. Attract rather than promote. Tell viewers about your or you company’s values, what you do to help your customers or clients, and why you feel what you do is important. Show how you improve your clients or customers lives. Let them know what you can do for them. The focus should be on people not product or design.

The customer wants to get to know you first before doing business. They want reassurance you are someone they can trust. Tell your story and show how your product or service aligns with your story. If you do it well, you’ll have an opportunity to pitch your product or service afterwards.


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