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FEATURE


COMMUNICATIONS & MARKETING Think about how your business is relevant to your


customers’ perception of the world. If your brand story resonates with people, they will start taking an interest in your products and services. When you are writing about your own business, don’t be afraid to tell your real story (unless it involves a scandal!). Remember, you’re not selling to your audience; you’re


connecting with them. If you connect to your customers successfully, they will instinctively buy from you. Try to connect with your customers on an aesthetical, intellectual or an emotional level. What elements of your business story will appeal to others? Another powerful way to strengthen your brand story is


by involving customers who have directly benefited from your business. Ask for feedback via a customer survey, include testimonials on your website, and consider building a series of case studies. A case study does not need to be War and Peace in


length; simple snapshot case studies may suffice. Don’t forget to inject some emotion into your customer stories and make them interesting to read. If you are thinking of writing a series of blogs, you could


also base some of your articles on real customer stories, which could then link back to your case studies. Why did they buy from you? What was it about your brand story that appealed to them? How did you solve their problem or fulfil a particular need? Consider your customers’ initial emotional response, which then led to them using your products or services.


Nowadays, thanks to social media, the business world is


firmly focused on relationship building; hard sales tactics are dead and buried. You need to win someone’s trust before they will buy from you. And the best way to start is by creating a strong brand story. Embrace the ‘human’ within your business and think about different ways you can tell your story to the world.


70


business network November 2019


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