You may already know that your website is one of the best, if not the best way to present and represent your business to your audience. There are a lot of first impressions made from scoping out your company’s website for just a few minutes to a new visitor. In order to generate leads and create a good relationship with a potential customer or even returning customers, having a page dedicated to your “story” can build a sense of trust and connectedness. Felicia Spahr, writer for KISSmetrics.com tells us why sharing your company’s personal story is a great marketing tactic for building trust.
Spahr brings up a good point that usually when a business tries to sell something to you, all they think about is selling, selling, selling! So what happens? Potential customers get emails that are only promotions. They’re bombarded with what they must have, yet lack any useful information. Customers start to feel as though they are just another number and another sale.
Spahr recommends that before selling anything, you must first connect with your customers and make them feel assured. Don’t think connecting with customers is just sending another email. You need to emotionally connect with the people you want to be your customers now, and hopefully for the rest of their lives.
How do you do this? Spahr provides a great three step process that we should all be following.
Step 1: Find Your “Origin” Story
People can easily related to a “humble beginnings” story. Spahr asks us to include in your origin story how your business came about: what was the motivation behind it? What was going on in the industry at the time? What were the initial struggles? How have you grown from them today? Including your origins helps people connect and fully understand your business and its background. With this in mind, customers can easily relate and thus build a sense of connectedness. Your first step is to find your “Origin” story to your customers that not only “get” them, but you have felt as they do, have acted as they have, and have been in the same situation.
Step 2: Structure It “Hero’s Journey” Style
As you’re creating your story, people want a organized structure to follow along to. However, people don’t want you to go on and on about yourself. Spahr says the key is to keep the important elements on your story that directly connect to your audience.
Like a simple story, start off with a beginning, middle, and a resolution. Make it flow like a “Hero’s Journey” story starting out with life “As It Was”, then into “The Conflict”, and finally the “Resolution”. As said earlier, address the major issues and successes you experienced to inform your audience. Focus intently on a craft your were able to build a career on, and now you’re able to teach it to other people.
Step 3: How to Close
How are you going to use your story to further draw people in and pull in immediate results for you? Spahr provides a few teasers to shamelessly use in order to lead someone to click on a link, or even make a purchase. For example:
- “Interest in learning more?”
- “Do you feel the same way, too?”
- “Curious to see other ways we’ve done X?”
Spahr says these types of phrases are used a lot today to draw customers into purchasing, and they work! Spahr says they work because after customers read your story they feel an emotional connection, thus leading them to take action.
Telling your story is a great way to draw in your potential customers and build a sense of trust and connectedness. At Five Technology, we can help enhance your website as well as your content marketing for sharing your story. Let’s talk to get started!
Read the full article by Felicia Spahr.