The best of how-to marketing guides and a pile of cash can’t make up for a business with no personality.
By Roy Harryman
Imagine a perfectly polished red Lamborghini. There’s not even a bug splat or streak on the windshield. Heck, even the tailpipe is polished.
You jump in to start it up and … nothing.
The engine is non-functional. Game over.
Let’s take this analogy to the world of small business marketing. You’ve got a website, Facebook, Instagram – even text alerts and an email newsletter.
But you must have something to say beyond “Sale!” and “Buy our stuff!” This approach gets old quick. Don’t believe me? Well, how do you like being on the receiving end of advertising?
In addition, the average American sees 16,000 logos, advertisements and labels daily (Source: “Logo Design Love,” David Airey, 2015). We’re bombarded. And beating the bombarders at the bombardment game is a virtual impossibility for small businesses – even if you have money to burn.
Hearing the same screaming local auto dealer commercial again and again creates brand recognition, true. But it also creates hatred for the commercial. Listeners cringe every time it comes on. Make it stop.
Money can’t buy you love
Although we’re not focusing on elections here, they provide a valid analogy. This is a fact: Candidates who spend the most money have no guarantee of winning. In some races, a politician can be outspent by an overwhelming factor and still win.
Why? Because voters are buying an idea – a brand. No amount of advertising can change someone’s core convictions or feelings.
Please understand this is not a political endorsement or lack of one. I’m just sharing facts to illustrate this point. In 2016, Donald Trump defeated Hillary Clinton and only spent half the money she did.
“He had the message that was resonating,” a political strategist told USA Today. Whether it should have resonated is another question. But it did.
“And that’s the foundation of effective marketing. No amount of spending, pizazz or PR can get people excited about an unexciting message or a product they don’t want. ”
Imagine a “rally for the IRS” or a company advertising “the world’s best vanilla ice cream.” Vanilla is nice. But everybody’s got it.
Beyond mechanics
There are a tremendous amount of resources, both paid and free, about how to create the perfect social media post, a must-read marketing email and a killer website. In short, these are mechanics. They include:
How long your video should be.
How to use tags or hashtags.
How to identify a paid digital audience.
How to create a green screen effect for your video (a fake background).
This information is important and valid. However, everyone has access to the same tips. If you’re selling what nobody’s buying, it doesn’t matter if you check every single technical box. It ain’t gonna’ work.
Effective marketing cannot be reduced to a formula or mere mechanics. What it can be reduced to is a story. Your story. And this is something that only you have.
Your story is what makes your brand unique. It’s the thing that keeps customers coming back. It’s your particular approach to business. It’s what customers say about you.
“Nail your story first and the rest will fall in line with a little effort.”
Belle Toffee: A sweet indulgence built on a family legacy.
A few examples
I’ve had the privilege of working with many small companies over the years. What I’ve learned is the story is what “uncommoditizes” a business. Without a story, landscaping is landscaping and accounting is accounting. The only question left is, “Who can do it cheapest?”
Belle Toffee is unique. In fact, it’s “a sweet indulgence built on a family legacy.”
“That legacy began with eagerly-awaited holiday treats from our Aunt Ida Belle. Over the years, the love for hand-crafted toffee transcended generations. Now it’s our privilege to share it with the world from our kitchen in Lee's Summit, Mo.”
You see it’s not just candy. It’s a dearly-loved, inter-generational tradition, slowly perfected and now available for the outside world. The company’s trade show signs say, “You just have to try it.” And when people try it, they rarely walk away.
Belle emphasizes its goodies are hand-crafted in small batches. It’s sold online and in retail outlets, but only in places that offer gourmet foods or unique gifts.
The message: When you want a treat that’s a unique delicacy, Belle Toffee is it. Whether your treating yourself, hosting a party or giving a gift to a client, this gourmet toffee is the ticket.
Four Sons Construction remodels and repairs homes. So what? Their website’s home page answers this question.
It's your home. It's sacred.
You need a team you can trust.
That's Four Sons Construction.
Four Sons Construction is in its fourth decade of helping Lee’s Summit area home owners make the most of their living space.
We’re a third-generation family business with deep roots in Lee's Summit and Greater Kansas City.
When it comes to home rebuilding, remodeling and renovation, you need a team you can trust. We've got a proven record. Just ask our customers.
The message: quality, reliability, longevity. In a world of fly-by-night hacks, Four Sons is an enduring partner to help you maintain and upgrade your most important worldly possession.
Mark Nave of NAF Service Co. brings reliability and trust to home and business heating and cooling.
Mark Nave, owner of NAF Service Company, excels in heating and cooling work (HVAC). But so do many others. What story could he possibly tell?
Mark advertises his depth of experience, reasonable rates, licenses and insurance coverage. But there’s more.
“And there’s another thing. The reputation of the home improvement industry suffers from the misdeeds of a few bad actors. These are people who charge too much or charge for things you don’t need. My style is the polar opposite.
“There have been many occasions where I’ve been called to give a second opinion about an HVAC problem. The customer had been told that a new air conditioner, or major component replacement, was needed. I ended up fixing the problem for less than $100.
“If a replacement or repair is needed, we review the options together, and find the most economical option that will accomplish your goals.”
Now that’s a story. Headline: “HVAC guys saves home owner $5,000, says he only needed $69 in repairs.”
How it works
When you understand your unique business identity, it becomes the foundation of every sales pitch and product offering.
It’s about framing. Belle Toffee doesn’t say, “We’ve got tasty toffee for $12.99.” Instead, it’s “Treat yourself to a sweet indulgence.” This isn’t just candy. It’s the best.
Mark Nave doesn’t say he’s the fastest or the cheapest HVAC company in town. But he’s going to fairly assess your problem and tell you what you need – no more and no less. And what’s more important than that?
You may not think you have much of a story. But you do. Sometimes it takes a third-party to identify and illustrate it because we’re simply too familiar with the history. We can’t see the forest for the trees.
Some elements of a story could include:
The quality and responsiveness of your customer service.
The attention you give to sourcing or creating products.
A family business history that illustrates a passion for the work over generations.
An environmental friendly approach to _______________.
Your business offers event space, but it does more than that: It creates memories. And here are a few …
So there you have it. Identifying and illustrating your brand story takes some work, but it’s worth it. Without it, you’ve built a home without a foundation.
Ready?
Once upon a time …
Roy Harryman is the principal of Roy Harryman Marketing Communications and understands storytelling. He’s a former news reporter and has written about topics ranging from exotic animal farms to senate races, from restaurants to software. He’d love to hear yours.