bourbon

Own Your Topic to Promote Your Business

Define yourself before someone else can do it for you is a political mantra that also applies to business. In this day and age of rampant disinformation and misinformation, it is critically important to push out as much correct information as possible, especially when it comes to your business and industry. It’s also important to make it interesting.

When you run an internet search of your industry, what comes up first and who posted it? Let’s take a fun example of a subject matter I know little about, except for some recent exposure: craft distilleries. On a recent family trip, we took a few outings to local distilleries in two locales because a relative is interested in investing in this business. Two of these businesses were retail only and one of those employed hip mixologists serving fancy cocktails to inspire sales.

The third example focused on a tour of the actual distillery (something the first two lacked as they bought supplies at wholesale) with the charming owner stirring together an enchanting mix of history and science to explain how bourbon came to be the quintessential American spirit and why his concoctions taste so much better than the competition.

See the difference there? Two out of three businesses took a generic approach. The third stood out by citing specific information, crafting a narrative or two or three, etc., around it and telling the story in an expansive, approachable and impactful way. How does this relate to digital marketing? The same advice applies whether in person or online: tell your own story and tell it often. Tell it to anyone who will listen and keep the audience captive with details, insights and enjoyment.

Make it personal. Tell the story of why your staff and management are the best in the business.

Make it useful. Provide information that gives your audience insight, even if they don’t buy on the spot. They’ll come back.

Make it specific. Spare people the platitudes. Show them, don’t just tell them how great you are.

Make it compelling. Layer on the details. Build from a strong base and reinforce the narrative with memorable anecdotes and examples.

And, then, make the offer. Give the audience the chance to buy. If it’s digital, it’s the call to action. In this case, contact katharine@adroitnarratives for blog writing, editing services and social media management.