You would be truly amazed at how infrequently the clients I write for can fully articulate their company’s story. No joke, maybe 2 out of 10 can share why their business is in existence.
It shouldn’t be a question that stumps my clients and yet when I send out intake questionnaires, many times, I only get one or two lines back. Often, the answer is something like “opened in 2009 after I left a C-suite position at XYZ”. That is a timeline with a quick teaser of info, that doesn’t suffice as an origin or evolution story.
During my initial discovery calls with new clients, I dig and ask for more details about how the company name and the business or widget came to be. Some are able to provide more with prompting while others stammer and go off on tangents, never able to really land on their “why”. The latter always baffles me.
If You Don’t Know Your Company “Why”, You Need To
As a writer stepping in to craft copy for any type of scope or project, it is imperative that I have clarity on a company’s narrative as well as its positioning or unique selling proposition (USP). These two items inform a copywriter, like me, on how best to wordsmith to match a brand’s identity, voice, and presence.
That is super important because words that tell a story need to strike a chord and feel on-brand in order for a target audience to resonate with them and establish a layer of trust. An authentic story speaks to a potential buyer’s desire to connect with a value system or ethos that appeals to their own sense of self.
Who wouldn’t want their company to be viewed as a living, breathing entity run by real people offering real value and solutions?
How To Answer Your “Why”
If you are wondering what questions I use when I chat with new clients, here are some of the Qs that I ask:
- What is unique about your business that can’t be found ANYWHERE else?
- What does your company want to be known for?
- What are your company values and mission?
- What is interesting about how your business came to be?
- What “a-ha” moments have you had as you launched or evolved your business?
- How do or would others describe your company?
- Why should someone choose your business over a competitor?
In essence, coming up with your brand’s story (which is solely unique) shouldn’t be about making something up but simply telling what is true (and then telling it well). Sharing your company’s strengths, weaknesses, and its milestones (including highlights, hiccups, or nosedives) makes you believable and thus relatable.
You can have the most beautiful packaging and/or a remarkable logo or have an absolutely brilliant product or service but those will only get you so far. Having a real and honest narrative that serves as the nucleus or messaging bank for every piece of text, content, and communication you publish or post means that people are just going to be more apt to take a chance with you.
And at the end of the day, that type of engagement is what any company should aspire to make happen regularly.