In 5 Reasons To Be Indie, I listed 5 reasons why being Indie is so great: Income, Newsworthy, Destiny, Independence, Equity. Being Newsworthy is all about creating a "buzz" about what you are selling as you simultaneously pursue your passions, help others and support yourself and your family. To create this buzz, you have to have a story to tell.
I enjoyed a Spinach Spring Onion omelet at Mark's Kitchen the other day. Near the register was a display of cookies, candies, nuts and other treats. My eyes settled on a black and white vintage photo above "Elsa's Story," and a few dozen packages of cookies, 3 to a pack. No fancy embellishments. Just a photo of (presumably) Elsa with her family and the story of how her kitchen was always open.
I don't know who Elsa is, but Elsa's Story reminded me of precious childhood times watching my grandmother bake everything from biscuits to pound cake without a written recipe or even a measuring spoon to guide her. That warm, fuzzy feeling lead me to choose a pack of Elsa's cookies and leave the colors and fancy stuff behind.
If you haven't tied your product or service to the story behind it, it's time to get busy. Everyone loves a story.
- The media doesn't feature products. It features stories that include products.
- Customers don't buy products. They buy stories that make them feel good about the products they are buying.
- People buy emotional connections, and the chief way to create them is to connect what you are selling to the story of who you are and why you are selling what you're selling.
Whoever sells Elsa's cookies knows that she's selling so much more than cookies. She is sharing information and history with me. She is taking me back to a childhood place filled with comfort and joy. A place I can only visit if I take a bite of Elsa's cookies. Elsa's cookies made me feel warm and satisfied. And you can't get that feeling with just any old cookie.
So here's the tip: Give your customers one more reason to buy from you by using your website, business card, product display, brochures, etc., to share your story. After all, whatever you are selling can be purchased somewhere else. But you're the only person with your story.
Elsa's Story cookies are available in a variety of flavors: Cappuccino Pecan Butter, Brown Sugar Butter Chunk, Ginger Thins and more.
Of course, the first thing I did when I got the chance was to visit Elsa's website, where you can see all the delicious-ness in one place.
Everyone loves a story. What's yours?