When it comes to your customers, it’s important to realize that building a relationship with them begins immediately. When you meet someone face to face, you have about seven seconds to make an impression. Seven seconds! The truth is, your website probably doesn’t have much longer than seven seconds to keep the attention of your customers and your potential customers. Everything from the color palette you choose to the font you use speaks volumes of who you are as a company–and what you stand for.
Assuming your website is up to snuff, and people don’t immediately go to your products and services page, they probably want to take time to learn a little more about you. One way they can learn about your offerings is through your brand’s story. Also known as your, “About” section, a signature story can make customers feel more invested in who you are and what you do. According to an AMA article:
“A signature story is an intriguing, authentic, involving narrative (as opposed to a stand-alone set of facts or features) with a strategic message that enables growth by clarifying or enhancing the brand, the customer relationship, the organization or the business strategy. It is a strategic asset that can be leveraged through time, providing inspiration and direction both internally and externally.”
Whew! That’s a lot of gibberish, isn’t it? In a nutshell your signature story should be more than a standard run down of who you are and when you started doing business. Not only is that kind of narrative boring, it also won’t attract a customer who feels invested in who you are as a company. If customers are not invested in your company, they’re not invested in your products or services. That means that as soon as your relationship hits a bump in the road (a late shipment, a broken order, etc.) your customer is going to go running to your competition.
A signature story is a great way to get customers more invested in you. Don’t tell them when you started your business–explain why you started it. Don’t tell customers why they should buy from you–explain why you’re different. Make them FEEL something for you through your story and you won’t have to convince them to choose you over your competition. They’ll just do it automatically.
Giving your customers a reason to choose you over the competition starts as soon as they enter your website. Make sure that you’re using G.L.U.E. (Giving Little Unexpected Extras) from the get-go starting with valuable content.