Tell your story
Just like we can’t see our own nose, we often forget to share some of the most obvious parts of our business… like our location, staff talents, or unique inventory! Since we see it everyday we don’t realize how special and important it is. Your business has special and unique aspects that makes your story interesting to tell. You solve problems, offer opportunities, and provide services in your own way. While you may be competing for customers, your customers are eager to shop with businesses who make their lives better! I can't tell you how often I hear (and even find myself guilty of ) that a local business or resource isn’t used…because they don’t know about it. You may assume that everyone is aware of you, but the truth is, they aren’t. So share your story — OFTEN!
As a branding photographer in the Topeka area I hear from a lot of brands about the struggles they face and often one of their largest struggles in how to connect with their ideal audience. Each of them have great products and services and are professionals in their field, so what is the issue? Let’s all agree first that marketing can be tough, especially if you are a one man show or if your team doesn’t have a dedicated marketing team. So while it can be an uphill battle to manage marketing efforts, one thing you can do to help your brand it to clarify your story and why your brand matters to your audience.
I had the chance to visit Jackson’s Nursery in Topeka KS to capture some key images for their website updates. Like many businesses who provide a product or service that can be purchased at a big box store— they have to not only share what service or product they provide-BUT they also have to share their unique value. This second piece requires a bit more storytelling and thoughtful marketing. It means you can’t just say, we sell XYZ and expect customers/clients to rush the doors— especially when you are having to overcome potential objections like high price point or proximity. Lucky for them, they have an amazing staff who is super knowledgeable, they have a LARGE selection of indoor and outdoor plants, they stand behind their plants (when I was in there a customer brought in a dead.. I mean dead tree…. they took it back), and offer a relaxing and inspiring environment to shop (I mean who doesn’t love a green house!)
The good news is that with a strong and clear message about your story and coordinated images…you are increasing your value in those clients eyes. They can see why the extra effort to get to you or the higher cost for your product/service is more valuable in the end to them because with your product/service you offer - a custom shopping experience, a unique knowledge, a done for you product, or a product range that can’t be found anywhere else. But without you telling that story … how will they know or worse yet…why will they care?
What kinds of stories can you tell?
A product that is higher quality
A highly knowledge staff
Local pick up products that are difficult or costly to ship
A unique service
Classes or trainings
A wider range of inventory or speciality products
I love working with brands who know the message they want to share— even if in just a broad sense. It helps to organize the next steps when I deliver their gallery of content. It means the time we spent on the front end of the session around the story they want to tell will show up more powerfully and more intentionally. It is 1000% worth the time to prep for the end use.
How to work with me? It is as simple as scheduling a consult so we can find the perfect starting place for you!
