Don’t Wait – Why You Need to Craft a Company Story Today

Mo datoo
Mo Datoo Oct 25, 2016 • 4 min read

Think of your company story as a stretched out hand, inviting people to make a connection. An intriguing story pulls them in and holds their attention. It sets you apart from the competition, entices investors, and turns your customers into evangelists on behalf of your brand.

The “About Us” page of a website consistently draws a lot of visitors. Make sure it really speaks to your audience. This is why your story matters:

It gives you personality: Would you do business with a stranger who refuses to introduce his- or herself? The product may be amazing but without knowing anything about the person, you’d likely feel hesitant to hand off your credit card information. With a company story, you become approachable. In short, it answers the questions:

  • Who are you?
  • Where did you come from?
  • Why are you doing this?

It is inspiring: People like to feel like they are part of something bigger than themselves. They want to be inspired. Take them example of Foodily, an online recipe database. The company initially thought of branding themselves as the largest recipe aggregator on the web. And, sure, it works but the company realized it wasn’t terribly inspiring. They redefined the message to saying it gives you a chance to spend more time eating at home with family and friends. It worked. 

It makes a connection: Everyone who runs a business wants to make money. But building your story around the fact that you want to “increase market share” will leave your potential customers feeling cold. You might as well announce you want them to open their wallets. Focus part of your story on what your company will do for your customers. This is your chance to make a meaningful connection. Jana Francis, the founder of the popular site Baby Steals, told Forbes that she wants her customers to be overjoyed not only with the product, but with the online community of shared experiences and the personal connection to herself and her employees. That’s sage advice indeed.

It brings your brand to life: Your company story is especially important in those early days when you’re carving out your niche and introducing yourself to the digital universe. But even as your company grows, that original message may stick around. IKEA, for example, still stays true to its original mission of making beautifully designed home furnishings available to people around the world. The key is to be genuine, advises Lindsey Scott, vice president of LaunchSquad, a public relations firm, in Inc. There’s always some tidbit that you can use even if your story didn’t start in a garage like Google, Apple, and Hewlett-Packard.

A well-crafted company story will serve to draw your audience into the sales funnel. Once they have hit “purchase,” who will be entrusted with shipping? Let eShipper help you make the final leg of your product’s journey a success. We specialize in finding the best carriers and most competitive rates. Click here to learn more about us or contact us for more information.

Get the inside scoop.

We'll send more eCommerce insights, tips, and inspiration straight to your inbox.