A persuasive company story gives customers a reason to choose your company over the many other home renovation companies in your market.
It’s the single best way to give homeowners the peace of mind that they are making a good decision by trusting their home to you.
But here’s the problem…most of the stories and messages that prospects hear are filled with clichés and vague promises like “quality products” and “good service.”
The key to avoiding this tired messaging is to weave a good company story by using compelling details and facts.
And the best way to prove this is to give examples of good and bad company story ideas.
Vague Story:
“We’re All About Family, We’re A Family-Run Small Business, And We’ll Care About Your Family Home.”
There’s a kernel of a good idea here, but there’s not enough fact or detail to know if there really is anything real behind the story.
Better Version of the Same Story:
“This business started two decades ago, with two things: one truck and the support of my family. Through hard work and great service, we’ve grown to 10 trucks, a showroom, and now my son works as sales manager and my daughter as marketing manager.
We’re still very family-oriented and that’s why every employee of XYZ Home Improvement signs a pledge to show up to work in a clean uniform, to always respect the customer’s home by never playing loud radios or using abusive language, and to always leave the project area cleaner than we found it.”
You can see that the vague story says pretty much what everyone else says, while the other story gets very specific about what the meaning of family-run and how customers are treated like family.
If you’re thinking “but my company doesn’t have those same facts and details,” you’re missing the point. You find your own difference and uncover the specifics that make your better – it’s YOUR story. This takes a little bit of time and thought, but the effort in telling your story can pay off when homeowners choose you first.
Home Visualization Software As Part Of Your Company Story
Whether you are a new or experienced home renovation company, there are ALWAYS facts available to weave a story.
For example, here’s another message that will resonate with homeowners:
Example Story:
There are many home renovation companies that make the process drawn out, pressure-filled, and painful. We’re the exact opposite. We’re that home remodeling contractor that makes shopping for a home improvement project enjoyable.
PROOF:
Instead of hammering you with a long-winded sales presentation, we use home visualization software to show you how different products will look on your home. You’re in control every step of the way, we’re here as a professional guide to walk you through the process on your terms.
You can probably come up with more proof that your process is pleasant and enjoyable. (Hint: quotes from happy customers talking about how wonderful the design process makes for great proof).
Your Turn – Action Steps For Creating A Compelling Company Story
Now that you’ve read some specific examples of what makes for a compelling company story, here are some action steps to use to create the story you want to tell:
- Set aside an hour or two with key staff (no phones, no text messages, no emails!)
- Designate one person to capture ideas. Ask, “What are the things we do better than anyone else? What specific positive feedback do we hear over and over from happy customers?”
- Assign a marketing person, content writer, or the best person on staff to use these details to write out a draft of the company story. You might be surprised by how much easier it is to write a story or craft a marketing message when you have first gathered the facts.
- Once you narrowed the list down to the best ideas, ask everyone to back up the idea with facts.-What specifically do you do that demonstrates how you’re better and different?
-What technology do you use? What experience and proof of expertise can you talk about?
-What company history?
–Remember, detailed facts, not vague generalities. - Next, revise and refine. Once that draft story is created, ask the key staff members to re-assemble and provide constructive feedback. You’ll end with a story you can tell on your website and in-home sales consultations. But you’re not quite done…
- The last step is to refine that messaging. AGAIN. What specific details are resonating with your prospects? Your sales team should be able to tell you what clicks. When that happens, find ways to emphasize and add details.
One other thing to look for that is a sure sign that you’re hitting the mark: you’ll start seeing your customers repeat parts of your story back to you in their reviews – sometimes using the same exact language.
Use all the feedback you get, and continue to refine the company story until it resonates powerfully with your ideal prospects.
If you want to learn more about how home visualization software can become a part of your company’s story; Reach out. We’re here.