Hi, good morning. What today’s topic is going to be is what everyone ought to know about your business, specifically your small business. There are a lot of businesses out there, as you know, and many of you, many of us, actually frequent the bigger established chains for a lot of the things we need and want.
But we are small businesses, and we need to find a way to connect with people on a more direct basis so that we can deliver that value to them and we can help small businesses, which generally keeps money in the local community and helps it improve.
One thing I want to talk about today is really about you, your business. A lot of the times when I’m looking at a client’s business as part of the overall marketing plan we’re doing, we notice that a lot of them lack that really true story about them.
Why did they get into the business in the first place? Was there a passion? Was there a hobby? Was there some sort of accident that led them to get into the business that they did, and all of a sudden it took off and became a lifelong thing?
Sometimes it’s a continuation of a business started by family members. I have a client that their business was started by the father, who flipped a coin, basically, and either went west or east to Florida, and ended up in Florida. It’s an interesting story that I think really connects more with people, as long as you’re telling the story and telling people why you’re doing what you’re doing.
My personal why is I do what I do because I grew up, I went to the Air Force Academy, I did public service, I’ve always wanted to help people out.
In my time in the Air Force I came across contact with a lot of small businesses and saw that a lot of them were being taken advantage of by advertisers who were selling whatever widget they were selling and getting people to spend the money on something that may not be best for their business or they blew their whole marketing budget on one thing. That’s my personal why, and that’s what motivates me and I try to get that across every time I communicate with people.
What I think you need to do today, or this week, is figure out what everyone ought to know about your business, spend a little bit of time about that, and then put that on your website. Communicate it. Put it on your social media, etc., and drive people to your website. But at least explain what makes you so different and why you’re passionate about what you’re doing.
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