Why You Should Tell Your Personal Story as an Ethical Business Owner Why You Should Tell Your Personal Story as an Ethical Business Owner

Why You Should Tell Your Personal Story as an Ethical Business Owner

Aug 9, 2017

Personal Storytelling makes you unique

Now that you know what conscious consumers want from ethical brands, let’s talk about what they want from YOU as an ethical business owner.

Consumers actually want to get to know you. You are the poster child for your company and potential customers not only want to see your face, they want to hear your personal story and witness your actions.

They want to know where you come from, who your heroes are and what you ate for breakfast. Well, no, they don’t care about what you ate. Or do they?

If you sell vegan shoes, your customers kinda expect you to eat a vegan diet, so if you post an image of a plate full of bacon and eggs before scarfing it down and a customer sees it, well, that could mean you lose a customer. Yes, conscious consumers are that passionate!

You may not lose me if you eat bacon. Hey, my husband eats bacon and I’m still happily married, but I certainly have turned my back on other companies because I don’t share the same values as the owner.

GoDaddy is a good example of one company I’ll never do business with. Why? Because their former owner is a proud trophy hunter and although he’s not the CEO anymore, they still host trophy hunting sites.

Since their values are clearly different than mine, I don’t want to support them. And many others have taken their business elsewhere because of this too.

This is just one example of how hiding a personal story can – and mostly likely will – backfire.

Why is Your Story Important?

Since you’re actually doing good in this world, you won’t have this problem, but customers, ESPECIALLY conscious customers, put a great deal of thought into who they want to support. By giving them information about yourself, you are helping them make a decision.

If you tell your customers your story, you are sharing something personal with them. You are inviting them into your house. You’re also making yourself vulnerable and that may be a bit scary for you, BUT think of it this way: If your story resonates with a customer, you will gain his/her trust and loyalty.

Telling your personal story is the perfect – and may just be the only – way to authentically set yourself apart from the competition because, guess what? No one else shares your story, making it your USP.

And, lastly, no one wants to be sold to. Period. They want to feel a connection with you and they want you to help them. Storytelling provides a strong connection and gives examples of how you help your customers. Win-win.

How to Tell your Story

In a world of greenwashing – the act of bending the truth to make a company look ‘green’ – conscious consumers are already very wary. With their trust issues, you have to be smart, honest and transparent in your communication. Below are a few examples of how and where you can share your story.

Update your About Page

Conscious consumers look at your about page. This will most likely be the first page they spend time on before moving on to your store or offer. This is your business card, so make it shine bright!

Answer these questions:

  • Where do you come from?
  • How were you raised?
  • What incident caused you to go into the business you’re in (This is your WHY)
  • What struggles did you face with your business? e.g. Did you run into problems trying to be 100{d7e9214a7b32a89c3d64bec618e8da0126cca022a8b7c92e9dafc2bb3d08b723} ethical and have to make a compromise?
  • What personal challenges did you you overcome or perhaps are still having? e.g. work-life balance with your family at home.
  • What are your short and long-term goals?

FYI: What I’ve noticed in the past few years is that those people who reveal some deep dark secret that makes them vulnerable (e.g. drug addict life’s now completely turned around, got fired from a corporate job) are most successful and happy. These are the people who have fallen hard, picked themselves up and started anew with a different view to the world and who they want to help.

These are just some examples. There are no limits, so feel free to spit it all out! Guess I should also review and eventually rewrite my about page, too, huh?

Personal storytelling provides a strong connection with your customers and gives examples of how you help them. Win-win.

Share Everyday Tidbits

Everyone loves to read a short story on social media or hear it in person during a presentation or client meeting.

I often share stories on my social accounts to give my clients examples of how to – and how not to – treat your customers because I want your ethical business to thrive!

For instance, I used to work for an advertising agency and had a moment of discomfort when talking to a client about her campaign. We were in disagreement as to what the campaign was actually about. My focus was on the end customer while her focus was on her product.

When I was writing my blog post about people not caring about your products, I had a flashback to that conversation with my client and used it as an example because it fit perfectly to the message I was making.

I also often shout about wonderful and horrible customer journey experiences on social media. Once, I wrote about my negative experience with a customer service rep who left me helpless with a damaged product. The week before, I made a video and wrote about how a organic-biodynamic farm sent me a box full of goodies as a thank you which immediately turned me into a raving fan.

I’m constantly praising, and scolding. All out of love though. I just want both companies and consumers to behave ethically, that’s all.

So, go ahead, share your story and start seeing a difference as to how people react.

Need Help Writing your Story?

I’d love to hear about your experience with revealing your own personal story.
Please comment below and let’s talk !

Sending the very best,

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