Why you need to tell your story

"Marketing used to be about making a myth and telling it. Now it's about telling a truth and sharing it."

—Marc Mathieu, Chief Marketing Office of Samsung

Marketing has long been the bane of a business owner’s existence, causing sleepless nights filled with terms like “pipeline”, “funnel”, and “opt-in offer”. It’s why marketing companies exist – because most of us don’t know where to start and struggle to articulate the worth of our business, let alone our products and services.

But times have changed. The information and technology age has put the world at our fingertips. As a result, there are likely hundreds, if not thousands, of companies offering a similar product or service to you – no matter how unique you believe you are.

Your brand is your story

The one thing distinctive to you and your brand is your story. The difference is you, your values, your why, what, and how. Where the myth once ruled, these days, marketing is about connecting with potential customers and clients and developing a community through authentic narrative.

"And it's those who start with why that have the ability to inspire those around them or find others who inspire them."

—Simon Sinek.

What's your why?

What’s your story, and how does it tie to your product or service? Have you told your story to your customers? Do they know why you do what you do? And before you tell your story to the world, do your employees feel connected and take ownership of the story of your business?

"People don't buy what you do; they buy why you do it. And what you do simply proves what you believe."

—Simon Sinek.

Creating added value for your customers and clients is much more than a product or service. McCrindle Research backs this up in their Australia towards 2031 findings; authenticity is essential moving forward. Your story is unlike anyone else’s. Your reasons for doing what you do will resonate with your ideal customer or client.

So what is it that really makes your business unique? First, your story needs to be compelling, but more than that, it needs to connect people to a larger narrative.

According to the research, people are looking for more than ease of purchase, so how you model and communicate these values will make all the difference.

Key Values for consumers

The courage to market

Marketing is about creating human connections, finding common ground, and telling your story in a way that resonates with your clients and customers.

Adding value is now as much about how you connect as what you offer. If you can authentically share your story while providing quality services and products, your customers will reward you with more than repeat business; they’ll become your greatest advocates, exponentially increasing your reach and influence.