Crafting Your Compelling Story and Making It Marketable

All brands are community builders. Behind each and every brand are individuals who believe and identify with the brands – alas, that’s the whole idea behind anything you’d want to put a sign up for, isn’t it? Without delving into the nitty gritty of brand building, lets just take a look at the base of all brands, where it’s all about making impressions.

Much like meeting someone for the very first time, we would take in their appearance, assess the firmness of their handshake, judge their tone of voice and message (hostile, serious or friendly?) before concluding whether that person is worth spending our time of day on. All of that happens during the first minute of meeting someone, so making a good impression upon introduction is everything.

As Seth Godin said, “Marketing is no longer about the stuff you make, but about the stories you tell”. So if you’re trying to craft a story about your business that will resonate with your audience but have no idea how to do it, here are some tips that will hopefully steer you in the right direction.

  1. It’s Not You, It’s Me

Yes, the page is about you, but chances are, your audience is more concerned about their problems than they are with yours. So rope them in by relating to a general problem, emotion or ideal.

  1. Hook ‘em

Have you ever told someone a story and looked forward an interesting part, at which point you would pause for effect? That’s the part your audience wants you to get to. Sometimes the hook is unclear because your journey has been so interesting (to you), so you’ll need to ask yourself:

a. Where’s the dramatic turning point?

b. What’s so different about you and your business?

  1. Rhyme and Reason

Let’s first admit why we all started our businesses: we need to make money. But there’s no need to say it, because that’s everyone’s reason (plus, it sounds selfish to any ear). So answer us this: what’s the difference you want to make? Point out the problems you came across and make is as compelling and as relatable as possible, and your way of solving those problems.

  1. Show Stopping

No one likes a show off. We’re not saying that you shouldn’t highlight your triumphs, because those are important to convey so as to plant the seed of confidence in your audience – but don’t be afraid to highlight failures as well. After all, we’re human and mistakes are what ultimately pushes us all to learn and be better.

  1. Eye See You

Wait before you hit that publish button. It’s super easy to overlook a mistake when you’ve been staring at the same written document for hours on end. So it’s always best to let it rest and come back to review it – or better yet, have others read what you’ve written and see if there’s anything that needs to be cut out, added or corrected.