There are some businesses that benefit from a long and complete narration telling or their origins, their concepts, principles, and the values that they hold dear. But I can’t think that it would be all that effective, only because the customers that they are trying to reach wouldn’t hold their own interest that long. Also, beyond posting to the internet, where would such a story be published?
On your website such a story could live. As a practical matter though, those thoughts wouldn’t likely be effective in a quest for increased interest and subsequent new sales.
Almost all small businesses can benefit from repeated positive exposures to the customers. Information that finds the customers in a less structured way, but continually. Each short exposure to add to the narrative that is written in the customers awareness about the story you are wanting to tell.
A short message of thanks perhaps, with an added expression of purpose. An email. A flyer included with the purchase.
It all depends upon the sort of business that you are.
For the time being I am writing here about ideas or concepts that are both obvious and generic. In a way, I am writing for myself.
The plan for this website is to be an introduction. A spot where I can send potential customers of my own services, to help them to get to know me and my ideas.
It’s my intention to introduce a very basic form of sales and marketing. One that tells my business customers story and that creates a presence for them in the minds of potential new customers. My hope is to develop a feeling of relationship between those small businesses and the people that they hope to serve. The idea is to develop a sense of personality for the business that might not be present. And once that personality is developed, then to continue to reinforce its existence and to embellish it with positive attributes that make a customer happy with their choice to do business and with a sense of satisfaction and willingness to return.
So this is an experiment for me to. The website isn’t the main thing, but it is probably the glue that will hold the enterprise together. Writing and creating a story line of both photos and narration for small businesses ought to be an enjoyment for me and the customers. I want it to be so. But until we meet and plan, the specifics can’t be developed. So let’s get together and chat. As I say, it should be fun.
Basic photos give the potential customers much more to guide their initial thinking while developing a purchase decision. This can open a door that can’t be handled by waiting for customers to come to you.
If you are running a small custom shop, or perhaps a manufacturing operation with a unique product, I’d like to speak with you about using simple photos, and video, and clear information in writing, to move your product into the mainstream for customers who need it. Call me or send an email right away.
I’d rather be selling than attempting to create a business brand exclusively.
It makes sense to me that if the products and service is good, then the image for the company, the brand, will be enhanced, and will develop in a positive way over time.
There are products that this won’t work for though. Stuff like insurance, banking, pharmaceutics, and healthcare. Those ‘products’ are non-tangible and non-transparent. I confess that I don’t really like seeing the advertising for them. Obviously those companies spend a ton of money on ads, market research, and understanding demographics etc., but that’s not my thing. I like the word often used by advertisers – ‘authentic’.
I would like to have a part in developing customer awareness and demand for tangible products that are created by small business owners. I’d like to write the technical documentation for some of those products. Mostly because I see how badly many good products are handled by the techie or engineer who thinks they are explaining the products for their customers. There is a lifetime of opportunity for a writer in that area of business communications.
My plan is a simple one. Present the product or service in a clear and simple way. Don’t spend a ton of money and time doing it either. Get the product to market. Then, refine the message over-and-over. Make clear the message. Show the product in images and then describe it again in words.