Do you realize that your customers want you to be the authority? Ever take a moment to stop and understand why?
Sure, they expect you to know all the products and services you provide. But they also expect you to know the biography of your products. Where are they made, how are they made, why do you believe these products are superior to any others on the market? How do you use them? How do you know that your service will produce the results they need? What journey did you undertake to become the authority on what you do?
Every customer wants the opportunity to trust and be inspired by you. That’s why your story needs to tell the tale of your authority.
It’s the difference between buying wine directly from the vintner who produced it versus the chain liquor store employee. The vintner is a lifelong student of wine and people. The liquor store employee knows what he likes and can probably help you make the safe choice. But there’s a good chance he won’t be expert in the inherent subtleties of winemaking, or the perfect pairing of palate and lifestyle. It’s the difference between making a wine purchase that turns out to be the usual alcohol in a glass or an exciting discovery about flavor.
Your passion stems from your authority. That’s a big deal to customers. They come to you for advice, insider knowledge, and above all, inspiration. They want you to take the uncertainty out of the unknown while sharing in your excitement. They want to know what it feels like to be a vintner, a bookseller, or a chef. Your authority allows them to explore a different lifestyle while actively creating their own.
• They want your cookbook to reassure them they can make the perfect soufflé while teaching them to be a chef in their own kitchen.
• They want the architect to hold their hand through a remodel, keep them positive during the tough moments, while empowering them with expert knowledge about the bones of their home.
• They want to trust that the independent dog trainer will show them how to actually communicate with their dog through behavior, not merely how to command “Sit, Stay, Heel”.
Tell your story and further establish your authority. Be fully engaged in your business. Be the Seth Godin of your industry. Passion based on personal experience draws humans. It’s a timeless story people love to read because it keeps them motivated and connected.
Social media offers small business owners multiple opportunities to shine through storytelling. Your passion drives you to be the authority in your niche. Customers want you to share that information and enthusiasm with them as often as possible. So blog it, Pin it, Instagram it, etc. Get it out there. Share it forward. Understand that your authority doesn’t just influence decisions, it influences dreams.
So what’s the moral of your business story? Know your stuff. Own it, love it, and don’t stop telling it.
Keep telling your story, building your authority and creating new opportunities for your business. I Look forward to hearing of your successes! – Mike Wolpert
Mike Wolpert – Social Jumpstart
