Example
of a Story
This story was developed for use on a brochure to be displayed on a store
shelf and given to customers as they purchase the products.
Thanks for your interest in our business. We strive to create wonderfully
scented body care products. Our products are handmade in small batches
in our kitchen. Since we started making soap, not much cooking goes on
anymore!
Our ingredients are good for you because they come from nature: vegetable
oils, dried herbs, honey, beeswax, and essential oils. We do not use animal
products or synthetic
preservatives. We think you will notice a difference in your skin.
This enterprise started with my mother making her first batch of soap
in 1994. I thought it seemed like an interesting thing to do, so she showed
me how. I was hooked and expanded the line to include other body products,
such as lotion and bath oil. Our newest products are body butter and soy-wax
candles.
Recently, we moved the business to a 210-year-old farmhouse located a
few miles outside of Lexington, Kentucky. In time, we will be growing
our own herbs and flowers. Our business is dedicated to creating products
that foster connections with tradition, the earth, and each other. We
will house a retail shop, gallery space, and a classroom. If you are in
the area, feel free to drop by. Bear with us: this is a big restoration
project—we will be “under construction” for a long time!
But, we will never be too busy to chat and to give you a tour of the place.
The creation of these products has brought great joy and satisfaction
to us. We hope your use of them will bring the same to you.
Activity #2
Story Analysis
How does this story fulfill the requirements of believability, likeability
and memorability described above?
Your answer:
Development of Your Story
The following activity is designed to help you write your story. Upon
completion, you should have the start of several intriguing stories about
your craft or business. Remember, have several stories prepared so that
you do not sound repetitive to your customers and you can “pull
out” the story that best fits your customers’ interests.
Activity #3
Write down ideas as they come—do not evaluate their quality yet.
1. List words that describe your business or product.
Use words that create an image of your business; they are more likely
to be remembered by customers.
2. What is the history behind your business? You can
take two paths with this question: a) the history of your business or
craft in general; and b) how you got started in your business or craft.
3. The idea for my business came from…
4. Describe the setting of your business. This might
include the work setting where you make your craft or create food. Or
it might include a description of the scenery around your place of business.
5. What materials or ingredients do you use in your work?
Are there any interesting facts about where you obtain those materials?
6. What is the most difficult aspect of your business?
What is the most rewarding aspect of your business?
7. How much time is involved in running your business
or producing your craft?
8. How can the customer use your product?
9. What makes your business unique?
Now, look over your answers to these questions. This is the time for evaluation.
What words, phrases, or ideas seem most appealing to you? Which answers
capture the unique aspects of your business best? Which answers evoke
emotions? Which answers paint an image of your business?
Activity #4
Next, start to write two stories that could be shared with your customers.
After writing them, share them with someone whose opinion you trust. Ask
for their honest input and suggestions for change.
How to Use Your Story
There are a number of ways that you can use your stories to educate your
current or potential customers. First we will discuss telling your stories
directly to your customers, such as when they arrive at your place of
business. Then, we will discuss printed materials that can incorporate
your story and win customers!