Meet the founder(s)
Maybe your customers will choose your product for the price. Maybe they’ll choose it for the quality. Maybe they’ll even choose it for the colour.
But many will choose it for the story. The next few ideas in this list will help you tell that story, but one way to start any great story is with the characters.
As the creators of the business, you are the central characters in your own story. So, get yourself out there. Interview yourself with questions like these: Where are you from? Where did you work before? What inspires you? What do you hope to achieve? What sort of culture do you want to encourage in your business?
Now when your customers get to meet you, they’ll already feel a strong connection with you.
Where does… come from?
Nowadays, customers pay attention not only to the products, but to the supply lines. There’s a growing concern about products that are mass-manufactured, as many involve such terrible things as child labour and overworked staff.
If your business has a strong ethos and sources its products from only local or sustainable suppliers, you should shout about this. Tell the story of your products – from bean to cup, as they say. A story that involves handmade elements or that works to improve peoples’ lives is bound to inspire.
How we started…
Every superhero needs an origin story. And every great business needs a blog post that shows off how its founders came up with the idea to get it started.
There’s no need to turn it into a novel. With a simple three-act structure, you could write your journey in under 500 words.
What’s a three-act structure? It goes like this: Premise–Conflict–Resolution.
- Premise: Set the scene. What was the world like before your product/service came along? What inspired you to start the business?
- Conflict: What challenges did you face along the way? More importantly, how did you overcome them? (For instance, ‘we were using our own money, until we won a funding competition’)
- Resolution: Why is your business now a success – and what’s next for you?
Why we made…
Similar to the previous example, but this time you focus on the product/service rather than the business. In this story, you want to show your customers what they’ve been missing out on. What problem in their lives are you trying to fix?
If you’re marketing an app, tell the story of how and why you decided to build it. What does it add to the world? How does it improve people’s lives?
Or, if you’re marketing a more common product like coffee, what gap in the market do you fill? Are you the only coffee shop in town that sells rich, freshly ground beans from Ethiopia? Or are you the only place people can get a cup for less than £1?
Why this celebrity loves our product
Celebrity endorsements are a great way to advertise your product or service. Perhaps there is a local celebrity who’s big in your town. Or someone who is famous in your industry. Or even just a well-known face who your aunt’s cousin knows.
Why not invite them to experience your product or service for free? You can snap a couple of pictures of them in your shop, restaurant or office, and get a few quotes from them to use on your blog.
If your customers tend to be fans of this celebrity, even better! Your association with them will make you a big attraction.
Why we support…
Supporting a social issue or charity is another great way to build positive associations for your brand.
Try and align yourself with a cause that your customers feel strongly about. It could be saving the environment, promoting equality or even supporting a local sports club. Doing this shows that your company is not only committed to making great stuff for its customers, but that it cares about the same things they do.
Just be sure you put your money where your mouth is. Why not run a fundraising campaign or sponsor an event?
Why should you work for us?
Selling your products is one thing, but how can you use your blog to promote your business to potential staff? With a blog post outlining what makes your company so fun, innovative or beneficial to employees’ lives!
Important things to feature in this type of blog post include:
- Any benefits your staff can expect
- The working environment – work hard, play hard? Or emphasis on work-life balance?
- The awesome people they’ll get to work with (show off your pretty faces!)
Remember to aim the tone and content of this blog post at the kind of people you want to hire.
5 times when you’ll wish you had…
Helping your customer imagine where and when they’ll use your product/service is a great way to make them interested in it.
For instance, if you sell a specific insurance policy, you could envision five cases where your clients could find themselves in trouble without it.
Ultimately, you should aim to make your customer think and feel that your product or service will help them to do something they couldn’t before.
5 exciting ways to use our product
Another great way to plant the seed in your customer’s mind is to show them unexpected ways your product or service can come in useful.
You can highlight unusual times your product can come to the rescue. Or ways of using your product that can solve unexpected problems. The aim is to show how your product or service can reduce all sorts of anxiety in your customer’s day-to-day life.
For instance, if you market a card reader, you could just highlight how it accepts payments. Or, you could conjure up the image of a queue of people going out the door and mention how it removes the need for your till staff to count change.
Whether it’s a new item on the menu, an update to your best product/app, or an event you’re sponsoring, a ‘coming soon’ blog post is a great way to drum up interest and show where your company is going.
Talking about the future demonstrates that you are a brand on the move. That you’re not just a static company doing the same thing every day, but that you have aspirations.
A ‘coming soon’ post needn’t be long. In fact, it can be no more than a few sentences, or even just a teaser picture. But whenever you have something on the horizon, you should drop a quick coming soon post to pique everyone’s interest.