Story is one of the most powerful tools we have as human beings to help us communicate.
Sharing our own stories help us connect to people. We can take them back to a particular moment or scene we lived through, allow them to feel it with us, and share what we’ve learned.
But if you run a business, there’s another story you’re helping create: the one that belongs to your customer or client. And let me tell you, this story is powerful when we shine light on it.
You didn’t create your business in a vacuum; what you do helps people in some way. We build websites because we love helping people get their messages, products and programs out to a wider audience. We want our clients to have more freedom — and you probably want the same for your clients and customers as well. More freedom. More joy. More love.
So we start with a message for our customers, to help them see what’s possible for them. Perhaps if you sell home decor, you’re helping them vision their future in a comfortable home – the place they will joyfully host guests or relax at the end of a long day. You may sell granola and show your customers how amazing and empowering it feels to have a quick and healthy snack to grab before heading out for a hike.
The problem is most business owners miss their message entirely. They haven’t taken the time to get clear about who they’re talking to, what their pain points are, and what transformation is possible with their product.
Your message is a crucial part of your business.
A beautiful website doesn’t sell your product or program on its own. Your words, your message makes the sale.
Three easy questions to ask yourself to get started:
1. Who is your program or product for? Be specific. (It really isn’t for EVERYONE.)
2. What problem does your product or program solve for your customer?
3. What does success look like for them if they buy your product or program? Help them imagine what’s possible.
Those three questions help form the foundation of your message.
If you want to dive deeper into how to tell your story, read Building a Storybrand: Clarify Your Message So Customers Will Listen by Don Miller.
The moment I read that book, I knew it was something special. So special, in fact, that I became a certified Storybrand Guide. If you need help clarifying their message, wireframing a really effective website, or planning a marketing strategy that will make an impact, contact us.
