Nobody knows your company better than you do. And after sweating through the early days, building a team and a client base to make your mark in a competitive industry, you’ve got a story to tell.
But does anyone really care?
Think about your own behavior when searching for something online. All you want are facts that will help you decide whether a particular product or service is right for you.
Not mission statements. Not boastful adjectives. Not the kind of meaningless promises (“We deliver operational excellence”) that clutter so many websites.
The fact is, if you can’t find the specific facts you need, you’re outta there. Well, the same goes for potential clients looking at your website. It’s not about you. It’s about them.
But don’t you need to tell people you’re the best in your market? Sure. But not in so many words. It’s not about telling — it’s about showing.
That’s because facts are sexy.
Consider the difference between saying, “We offer exceptional customer service” and “Here’s what our customers are saying about our customer service.”
Or between “We’re proud of our safety culture” and “We were certified in 2009 by Recognized Agency for 5,000 man hours without a certifiable accident.”
So what kind of facts can tell your story?
> Statements by actual customers
> Case histories
> Videos that demonstrate how to use your products
> Videos that illustrate your production process
> Statistics compiled by an independent entity
> Certifications and awards from recognized sources
In short: verifiable information.
Stick with those alluring facts of yours. The ones that will create an instant bond with your market. The ones that will cause your customer to ignore the empty promises of your competitors and go with you.
©Cathy Curtis 2010
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