Everyone has a story. I don’t care who you are or where you come from, there is a story behind you and your business.
Why would I want to tell my story when I’m advertising, you ask? Of course, the reason is going to be INCREASED RESPONSE! Stories sell and you very rarely see them “promoted” in the tax industry.
What do I mean by “your story” and how long are we talking about? Depending on how much sales copy space you have to work with, the story you tell can be as much as a few pages in a sales letter to one sentence in a coupon flier on the street.
Your story could be about you and how you got started in the tax business. It could be, “I started working out of my home helping my neighbors with their taxes, and now it’s 20 years later and I’ve got the largest tax firm in the downtown area servicing our town and the surrounding five counties.”
You know YOUR story, so include it as you have the space in your ad copy.
People love stories. Growing up, we have been conditioned to listen (or pay attention) to stories. (You probably remember being read to sometime in your childhood. I think we all had or still have our favorite stories we remember.) Heck, even Jesus held people’s attention by telling stories (or parables) in the Bible.
If a strong USP headline can get your prospect’s attention, then adding an interesting story to your sales copy will “keep” your reader IN your sales message better.
Adding your story to your marketing message is going to “kill many birds with one stone.” You will make your sales copy more interesting (not committing the ultimate marketing sin of being boring.) You can increase your “believability factor” and reduce your prospect’s natural skeptical nature with a story. And, finally, you can actually develop an additional Unique Selling Proposition if your story is good.
(You’ll totally distance yourself from your competition because they will just keep saying the say ol’ stuff and you’ll be telling a story that sets you apart from everyone else!)
If adding stories to your marketing message didn’t matter, I wouldn’t tell you about it. But I’m here to say, telling your story EVERY time (adding one line if that’s all the space you have), EVEN if you’re talking to your existing clients year after year, makes a difference.
A real simple way to do it, by the way, is with a regular monthly newsletter. Just not one of those boring “off the shelf” newsletters, but one that actually gives your clients and prospects a taste of your unique personality!