The other day I was sitting down with a client and we were looking at their ‘About Me’ section of their website. This ‘section’ consisted of a single paragraph about their services written with the equivalent of pic art copy. It wasn’t their fault. It wasn’t that they weren’t interesting. It was hardly because they weren’t successful.
It was because they were not taking their story seriously. It came as an eureka moment that they could. Because in ‘business’ we’re taught to wring the story dry of character, plot, drama, description, of passion. Business is meant to command authority, not an audience.
If you are still buying into this, kiss your future customers goodbye now.
In the chaos, yes the chaos, of emergent technology in our human communications, you will not succeed without a compelling story. A story that is authentic, has images that resonate, and if you really want to hit the back of the theatre, a story that is ‘live’ with a face and a name that your customer can connect to. By now we’ve all read about Zappos‘ success but it was because of their commitment to human connection, without the barriers of a firewall, that allowed customers to reach into the Zappos story and participate that grew their community.
Take your story seriously.