Way back when, we called it the ‘USP’ – the Unique Selling Proposition that sets your business apart from its competitors. It’s still vitally important, but finding a USP is becoming increasingly difficult. However one thing that will always make your brand unique is your story.
 
Human connections remain at the heart and soul of doing business and storytelling remains among the most powerful techniques for building human relationships. Inevitably, the best brands today are the ones with the best stories - stories filled with personality.
 
And it’s good writers who tell those stories. They empathise with your audience, relating to them via human emotion and life experience, writing from their hearts. If you’re feeding them ‘B.S.’, they’ll pick it right away.
 
The world is full of people who appreciate a good story. The majority want to be entertained… they want to be ‘wowed’. And deep down they want to do business with people like themselves, who are on a journey and care about their story.
 
You know yourself that every web site in a specific business sector tends to parrot the same values and promises, because service offerings can be copied; product descriptions can be imitated; prices can be matched. But no-one can copy your brand’s unique story.
 
So don’t just list facts, figures and monotone features that don’t engage your prospective customers. Remember, at the end of the day, you’re dealing with people.
 
I will make sure your story resonates as unique and generates real interest. And I’ll clearly communicate the ‘USP’ that sets your business apart.