This contributor post was written by Genevieve of Lightbox SF.
When a new client comes to me I always start with their story. I ask them to tell me their story, tell me what makes them different, tell why I would buy their product over the competition. Most of them struggle; they dont have the words because they havent really given it much thought. And to the ones that can rattle off confident answers to my questions I usually say, “Why doesnt your website say all of that?”
Consumers want to find meaning; they want to know the why behind what theyre buying. It makes them feel like their making the right choice and it gives them a story to pass on. “I bought this handbag because the woman who made it is totally obsessed with vintage and every piece of fabric she uses is at least 20 years old.”
Look at the way you communicate with your customers, via your blog, Facebook page, Twitter feed, and website. Are telling your story? Do you share why you make what you do? Have you ever written about your process? Dont be afraid to say what makes you different from your competition and if you solve a problem make sure thats clear.
The obvious way to communicate your story is in your about page. Leading with a point of reflection or aha moment is a great way to bring customers in. They can relate to a struggle that lead you to design the “perfect” messenger bag for a more girly girl. Rewrite your about statement to include an aha moment and what really makes you different from the competition.
Your blog is also a great way to engage and connect with your fans. Post pictures of your process, talk about finding inspiration, tell us your backstory. Depending on how often you post make sure to work in one more personal or behind the scenes post every week or month. Some of you may have really personal blogs already, but are you sharing the things that set you apart or are you just sharing your life? There is a difference.
Your Twitter and Facebook posts are also a great way to tell more of your story. Post pictures of things that inspire you. Share blog posts that are part of your research. Talk about the problem you solve and how you are a great solution. Dont be shy we really do want to know all of this.
What are some of your favorite crafters and designers that really share their story?
photo by Tascha