Your story is the quickest and easiest way to set you apart from everyone else who does what you do.
I saw a great example of this just last week, when I was searching on the internet for an agency that could provide care in the home for my elderly mother.
I had looked at 3 or 4 websites and made a note of where they were based, how much they charged, what kind of services they provided etc. All helpful information that we needed to know.
But then I landed on a website that had all that information, but they also had a tab that said Our Story. So I clicked on it (of course I did!) and read the short but personal story of the MD of the company. She had been a TV presenter for Sky News when her husband had needed palliative care in their own home in, what she described as her “personal trauma tsunami” of February 2013.
As a result of what she and her husband had gone through, and the care and support they had got, her appetite for her TV career evaporated forever … and she set up a company that would provide the quality of care that she felt everyone should expect and demand for their own loved ones.
So which agency do you think I rang?
Hers of course. I knew her ‘why’. I knew her values. I knew her story. I knew she had firsthand experience of what we were currently going through and I knew she would understand our concerns and why it was so important for us to find the right person to look after our Mum.
That short story told me a lot about her and what I could expect from her company.
Are you letting visitors to your website and your social media platforms know WHY you do what you do?