What is your PEDIGREE? Tell your story to communicate the value you offer
A more personal connection with clients is what gives small and medium sized businesses the edge over bigger corporate companies. To take advantage of this opportunity, you need to be open about who you are, and why you do what you do. Customers not only want to buy your expertise, experience and knowledge but also your passion and personality.
If you take a look at your web stats, it is likely you will see that your ‘About’ page scores as one of your top visited pages. It has been said that ‘people buy from people they know, like and trust’. Your About page is one of the key places you need to be visible and transparent and share your story. This is why having a professional photo of yourself as the business owner and key members of your team is so important. As is having an up to date LinkedIn profile. And using language (possibly written in the first person) to talk from the heart about your credentials, rather than generic copy that could be applied to any other business about how ‘we’re passionate about putting our customers first and delivering excellent quality service’ or other such platitudes.
Your blog can also give you another place to tell more of ‘the story of you and your business’. Here’s an idea for a blog post: how did you come to be doing what you’re doing now in your business? Why did you start your business? What has been your journey so far?