Want to create an interest in your brand? Tell a story – a compelling, interesting story. The leading roles are automatically filled by the owner, his wife, sister, friends, pets… Cinderella, Little Red Riding Hood, Harry Potter, Twilight – these stories are gripping because of the emphasis on one main character, a specific place, extra characters and adventure. Centre your business story on a character and start working in a bit of mystic, adventure, love for the property/area/country/girl next door… and voila you have your visitor’s attention.
Make your product come alive. How was the product idea conceived, how did you deal with the growing pains and teething problems? Explain any symbolism involved in the name, design of packaging and how problems were sorted out.
Get personal and involve your clients. Shape your communication around your clients interests. Say the majority of your clients are Italian start your newsletter with well known Italian jargon. This is guaranteed to create instant smiles and more interest. Tell your clients about any awards, developments and challenges and don’t forget to add some humour to the mix. If they feel they know your brand and the people behind it clients are more likely to buy into it.
Don’t exhaust your audience. Keep communication short, punchy and regular with pictures creating visual impact. Treat your clients as guests and they will award you with their patronage!
