Make an Impact

Marketing Insight to Grow your Business

What’s Your Story? January 28, 2009

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Every company has a story. A pregnant, working mom is frustrated with the lack of professional maternity wear available. She takes a chance and launches a clothing line. An immigrant family’s love for traditional Russian food inspires them to open a restaurant. A struggling college student launches a tech support company in his dorm room. Over the years, he transforms it from a one-man operation to a division of Best Buy called Geek Squad.

People don’t identify with products or services. People identify with people. And, there is a story behind every person. The first step to building a relationship with¬† your market is to open up and share your story. Where did you come from? How did you get here?¬† And, how does your story shape the way that you do business? Put the story on your website and, if it’s really interesting, pitch it to local media. They love a good human interest story!

While tactics like coupons and discounts cost money and only serve to cheapen your brand, sharing a true story about your path to success costs little and will work to strengthen both brand perception and market share.

 

When Your Writer Can Spot a Dangling Participle Blindfolded but Doesn’t Know What SEO is- You Have a Problem December 7, 2007

Every company knows that they must keep an eye on the competition. Before starting my business, I surfed around a good bit to check out some established freelancers’ websites. Upon visiting my competitors’ sites, I was shocked at what I saw and I came to one surprising (yet delightful, since it sets me apart) conclusion- most writers don’t know a damn thing about marketing.

I gasped at home pages that read like endless sales letters, filled with 8 syllable words only their geeky, grammar-obsessed friends would find engaging. One page I visited literally required 2 minutes of scrolling to reach the bottom. Who has the time for that? No one. And that’s the key issue I noticed with many writers’ approach. They get lost in a literary fever, eager to dazzle with their impressive vocabulary, but they forget about the reader’s need for quick, informative copy that points toward a clear solution and, thus, they lose the sale.

If they somehow manage to maintain your attention through 2 minutes of scrolling and you decide to give them a shot, expect more of the same when they write copy for your company. After all, if they don’t even know how to market themselves efficiently, how are they going to market your business?

It doesn’t matter how many books they have published or how many awards they have won for creativity from their local writer’s circle- if a writer doesn’t understand how to get into the heads of your target market and speak to them in a way that encourages them to act, they will not be able to help you grow your business. Plain and simple. (Yes, fellow writers, I know that was a sentence fragment but it helped illustrate my point. Now go back to conjugating verbs.)