As small business owners, many of us would like to get our customers to buy more of our products or services.  To achieve this, it’s important to understand why people buy in the first place.

According to John Jantsch from Duct Tape Marketing, ‘People  buy on emotion and then rationalise their purchase with facts.’ Most businesses focus on the facts, but we need to firstly tap into that emotion, to form a connection with that person, to know our ideal customer. Stories can help us do this.

Following are 5 ways we can use stories to shape our brand and make an emotional connection:

• Stories help to simplify and explain – Stories are a great way to explain how your product or service works or how it can be used. This is especially helpful for complex issues. Video stories can be very useful here;
• Stories  help customers relate – Success stories and case studies about how a customer used your product or service to solve a particular problem can help others to relate  and connect. People like to copy other people’s success;
• Stories paint a picture of why you do what you do – Stories can help customers understand your passion for your business, and explain a little more about you as an individual. People relate to other people rather than a company and they like to deal with the person behind the business;
• Use stories to build trust and authority – Stories and in particular, testimonials, help establish trust and can demonstrate how you/your business is an authority in your particular area;
• Stories give people something to repeat – Stories assist happy customers to spread that all-important word-of-mouth and to give referrals.

Once you’ve made that emotional connection, you’re well on the way to getting your customers to buy more from you.

OK – so you’re keen to get an article published in your industry magazine, online journal or local newspaper. Most publications are happy to accept article submissions from your small business – as long as you have an interesting angle!   So, what’s the key to success?

Following are 5 quick tips to help you write an article the editor will love… and want to publish!

1 – Who’s your target market?

Let’s say you’re a freelance make-up artist. Your target market might be teenage girls who want professional makeup for their formal /graduation or young women who are potential brides, as well as their mothers.  

If you coach kids after school, you’d target working parents who need help with getting their kids’ homework done or parents looking to improve their children’s academic results.

 2 – Where is your article being published?

Your story needs to capture the attention of this specific target audience. What type of publications or online media is your target market reading?  Approach these publications first.

If you’re really struggling to find an angle which fits your business, your target audience and the publication, you may need to approach a different publication.

3 – What does your audience want to know?

Consider what type of information your audience is looking for. What can you say that will elevate you to the level of expert in your field and influence them to call/email you to make an appointment or purchase your products? Think about the questions you frequently answer for your customers. Offer helpful information in your article –  they’ll want more.

4 – Keep it simple

Choose one angle per story. If your first story is of interest, there’s most likely going to be opportunities for further articles in the future, so save the other topics for later – or another publication.

5 – What’s your best angle?

Consider these potential angles as a starting point -

• Is your business innovative or the first of its type in your community?
• What specific problem do you solve for your clients?
• How does your product/service help enhance client’s lives?
• Do your products/services help clients save or make money?
• Have you recently been nominated for, or preferably WON an award?
• What’s your personal story/background – what led you to start the business?
• Can you tie your business into something which is a current media issue?
• What’s your point of difference? What’s your Unique Selling Proposition?
• Listen to your current customers – why have they come to you and how have you helped them – Incorporate testimonials from your current and/or past clients to reinforce the point you are making. Testimonials are very powerful, but you must seek permission to publish the name and suburb of each person providing them.