For Your Business, Every Day is National Write Your Story Day
By: Jason Eisenberg | March 7, 2019
For the second year in a row, National Write Your Story Day lands on March 14. Originally created to inspire artists and writers to push their work out into the world, I encourage you to use this micro-holiday for your business. Once you see how your fans or followers react and engage with your brand, you just may start sharing your stories on any given day!
Why Your Story Matters for Your Business - Trust
Most business blogs will agree that for people to buy from you, they have to ‘know, like and trust’ your brand. Since you can’t sit down with every potential online customer, telling YOUR story – either through blogs, podcasts, social media videos, etc. – is an appropriate way for consumers to identify with your business.
But it needs to be real.
As an elder Millennial, I roll my eyes when scrolling down my social feeds to find people propped up on $250,000 cars, wearing three luxury watches and boarding a private jet. Who is this brand marketing to?
Can someone tell me how this is accessible apart from one percent of the population!?
What most people would rather see is a real person who has their business and is honest about the journey that got them there. There’s a reason why the ‘rags-to-riches’ storyline is so prevalent – it’s because most people don’t start at the top. They work their way up. So, if I see a 20-something-year-old sipping a champagne flute on a jet, it stirs up a bit of distrust because I have unanswered questions like:
This is what advertising’s all about – sharing our stories, obstacles and how we overcome them so we can draw inspiration and ideas from a collective experience. If consumers see themselves in you, they’re more likely to trust you because you’re honest, warts and all.
No one is perfect. If you portray yourself or your brand as such, it’s an immediate red flag to your authenticity.
Founder and CEO of YES – You Empowered Strong, Candy Barone, is amazingly transparent with her audience and I’ve seen first-hand how her clients respond to her. They trust her because they know so much about her. Even though she’s the one on stage giving the lecture, it resonates because audience members know what she has already experienced what they’re going through at some level.
You don’t have to open your personal journal to people, but vulnerability on your part is a key component to getting and retaining that trust. It’s like making friends – try to find an open and honest common ground and build a real relationship from there.
About the Author Jason Eisenberg is the Community Program Manager for Office Depot, specializing in small business and entrepreneurship. Based out of one of the most exciting cities for startups – Austin, TX – Jason is plugged into the business community, often connecting with thought leaders, entrepreneurs and strategists to help identify and find solutions to common pain points all business owners share.
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All content provided herein is for educational purposes only. It is provided “as is” and neither the author nor Office Depot, Inc. warrant the accuracy of the information provided, nor do they assume any responsibility for errors, omissions or contrary interpretation of the subject matter herein.
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