Know Your Story, Tell Your Story
One of my favorite snacks of all time are Dots Pretzels.
If you haven’t had a chance to try these delectable twists of pretzel with some kind of magical seasoning, then I envy you. In fact, I’ll help you change your life. Here is a link to buy and try your own!
One of the coolest things about this product, though, aside from how delicious they are, is the story written on the bag.
Dot’s pretzels takes the time and space to show a picture of Dot, the creator of Dot’s Pretzels, alongside a paragraph explaining how the pretzel company came to be. I read that paragraph just about every time I snack on the pretzels.
Seeing a face attached to a product I already enjoy goes a long way to making me a lifelong customer. Then, adding a story about how the company came into existence. I’m locked in.
It isn’t always easy to know your story, though, right?
I’m sure Dot’s Pretzels could have made their story something like, “we make delicious pretzels and wanted to share them with the world.” Is it correct? Yes. Is it short? Definitely. Does it connect with the customer? Absolutely not.
In our example here Dot’s Pretzels went to the next layer down and found a Story that encompasses all the necessary details about why and how the company got started while making it engaging, intentional, and personal.
“Dot’s Pretzels are a special family snack created many years ago by Dot in her home kitchen. We’re a family-owned business, as well as a proud member of the Pride of Dakota Brand. With bakeries located in North Dakota, Arizona and Kansas, we strive to grow our pretzel brand far enough so anyone who would like to enjoy them, can!”
So the question for you and your business, “what is your Story?”
Not the why behind starting your business, but the what. Your Story is about what drove you to think that you might be the person to start your business to solve a certain issue or provide a certain product or service.
People want to know that you have a product that can help them, people want to know that you are good at what you do, but people also want to know the greater purpose behind why that product exists.
Even products that were kind of a flop started with a Story. Just watch an episode of Shark Tank and you will see some pretty niche products and services, but there are also a lot of great stories at the heart of how those companies got started.
I remember the stories more often than the products. And, more than once, the Story prodded me to try the product (looking at you Scrub Daddy).
Once you know your Story, it is time to tell your Story.
Telling a Story can be more than the written word, like Dot’s went with. Telling a story can be a video, a graphic, artwork, even a particular way your product is advertised is a way to tell your story. Whether you realize it or not, I am sharing my Story with you right now.
Because I believe that Stories draw people into a deeper relationship with one another, with products, with services, etc. A Story creates an instant connection, for better or worse.
If the Story you are telling is how awesome your product is and how many you have sold, then yeah people will be attracted by it. If you tell them the Story of how the product was created in the right way, then they will feel connected to the product and the company.
Know your Story, tell your Story.
Doing these both the right way will drastically change your business for the better!
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