Whats your story?


I've been talking to clients about their stories this week, and the importance of finding them. Our stories are what make us unique and separate us from the crowd. Our stories are our reflection to the world of our authentic selves and products. It is these "stories" that consumers want to buy.

When I sit down with a client to work on their branding the first thing I ask them is "Whats your story?". Often they look at me blankly and slightly confused and I get to explain to them what that means. They then ask me "Whats so important about my story?".

My favorite business owners, products and businesses have removed their "masks" and done the work to get down to the knitty gritty of who and what they are. An authentic story can make an ordinary product into the extraordinary by giving the consumer something to relate to. Something that they want. Something that they can perhaps even relate to. Something that they cannot get anywhere else.

A good story creates an idea in the target consumers mind that generates a spontaneous connection to the product, service or person, like a song that you can't get out of your head. Connection creates need which usually leads to a purchase of the item or service. This is marketing at its finest.

Now if you are like me, writing about yourself can be not only intimidating, but scary as heck. That being said, its also incredibly cathartic and one of the best things you could do for yourself personally as well as professionally. Having someone to coach you through the process is priceless.

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