Do you have a company story?
I’m not referring to the About paragraph noting the date when your company was started, nor a promotion highlighting how amazing your products are; but a story about the purpose of your company why you make your products. A story that shares why you make the products you have, addressing the problem you are trying to solve. This is your company value. It allows you to differentiate yourself from the competition.
In order to write you story, you will need to:
1. Identify the value you provide to others – what is the pain you are solving – how are you making their lives better?
2. What emotion resonates when you tell prospective customers what you do and how you can solve their problem?
3. What benefits makes your company different from others?
4. What is your company personality?
Understand your value, and then write your story. Here’s how to begin:
Value proposition
For many, you can begin with your value proposition. It will serve as the foundation to your story.
“Unique Value Proposition: A single, clear compelling message that states why you are different and worth buying.” – Steve Blank
Address the problem/situation
Use your value proposition to begin writing your story. Explain how you fully understand your prospective customer’s situation. Oftentimes, the founder of a company experienced the exact problem and was in search of a better solution than what was currently available. As a result of that event, a company was formed, with a mission to fix that problem in a different way.
Communicate your understanding of the problem
When you start with your experience in solving the problem with others, you will begin to build trust and credibility with prospective customers. From Amy Harrison, “How to Write Killer Landing Page Copy” is a formula for incorporating symptoms naturally into your communications:
• Here’s what you may have recognized (symptoms)
• Here’s what causing them (problem)
• Here’s what you need to do (cure)
• Here’s what’s possible if you do (results – happy ending
Identify the symptoms first, then describe how you can resolve the issue. For example:
“Are you struggling to resolve XYZ, save money (and/or) save time? If so, click here to see how we can fix your problem.”
“Use symptoms in your copy to show that you feel prospects’ pain and are uniquely qualified to help.” - Amanda Durepos
Differentiate yourself from the competition
When you approach the situation by focusing on the symptoms of the problem first, addressing the emotional pain point you are solving, you will make your prospective customers feel like you are talking directly to them, solving their problem. From that point on, you can share the benefits of your product as they relate to each symptom. Most companies will always start with their solution and how it fixes a problem. They miss the opportunity to make that emotional connection with a prospective customer. By making that personal connection with the customer, you will have differentiated yourself from the competition.
Add personality
Even if your product is sold to a highly educated audience, there is no reason for your copy to be dry and boring. Keep it simple. Keep it concise. Use conversational words – understandable words – makes it easy to read and understand. Many are scanning information in search of a quick fix. Using conversational words makes it easy for them to see your solution as answer to their problems. Adding personality to your content will make it more enjoyable to read, encouraging them to learn more, and as a result, spend more time on your website.
Some companies will not see the importance of having a company story. Now that you know the significance of having one to serve as your foundation for communications, you can write one and gain the upper hand connecting with customers, and differentiating yourself from the competition.