Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.
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Why Your Business Needs A Core Story and How It Will Benefit YouHumans are wired to love stories. Since the beginning of time, stories have had the power to inspire, educate, motivate, and so much more. More businesses are realizing and harnessing the power of stories to communicate who they are and expand their presence. Big-name brands like Disney, Nike, and Coca-Cola have been using brand stories to build a connection and "relationship" with their audience for a long time. All small businesses have a story to share, too. As a small business owner in the age of social media domination, you have extra power and the ability to attract customers by communicating your core values through a story. If you would like to grow your business, consider putting effort into creating your core story and using it strategically to communicate your brand, vision, and values. Storytelling builds trust and loyalty with your customers. Research shows that the human brain uniquely responds to descriptive stories in both the sensory and motor cortex. That means when humans read a good story, it engages their feelings and even helps them experience what you’re describing through imagination. By telling a good story, you’re connecting with your audience and building trust. A good story connects with us in ways that numbers, statistics, or data just can’t. So, telling a story about how your product is better is far more effective and influential than giving potential customers data about your product’s quality or performance. The best brand stories connect deeply with people’s emotions and help them believe in what your business stands for. So, there’s no need to fear telling the whole story—the struggles you overcame to build your small business, conflicts, or setbacks you faced, and successes you celebrate. These details will help people understand your passion and everything you poured into building your business. That understanding leads to respect and loyalty. Storytelling gives you a competitive edge in marketing. These days, people are bombarded with information. As a small business, it’s far too easy to get lost in all the noise. You probably really do have a better product or service than your competitors, but the hard truth is that people tend to make decisions emotionally, not logically. Telling a good story can help you connect emotionally with potential customers and differentiate your business in a crowded marketplace. Having a strong story for your business can also raise the perceived value of your brand and company. Stories can help you expand your business’s value. These days people don’t just value a good product or service; they care about the values of the businesses they frequent. Communicating what you believe in and how you envision positively impacting the world is important in today’s marketing strategies. Having a great story to communicate these goals and visions really increases the perceived value of your business. A great story communicates the reason your business exists. Why did you establish your business? A big part of the answer might be, "to make money." But that’s short-sighted, and that’s probably not the deep core reason your brand exists. The answer to that question is best communicated via story. A brand like Bombas Socks uses their story as the core of their existence—they set out to create a sock company that sells socks and provides free, high-quality socks to homeless shelters at the same time. Every time a customer buys a pair of Bombas socks, they’re also giving a pair of socks to someone in need. So, Bombas Socks really exists to change the world. Conscientious customers are always asking, "why should I buy from your business?" Answering this question with a story communicates a deeper vision for why your business exists. In short, investing time, energy, and resources into creating a core story for your business is a valuable process. In the age of social media, some industry experts would consider having a core story essential to small businesses’ success as it can lay a foundation of trust and lead to long-term brand loyalty. Works Cited https://neilpatel.com/blog/create-authentic-brand-story/ https://www.entrepreneur.com/article/225397 https://ducttapemarketing.com/creating-core-story/ |
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