Using Your Business' Story to Connect with Customers in Four Tips

Julie Schneider reports:

"Your shop’s About section gives you a chance to tell the story of your business. An informative and captivating About section can help build a devoted following of customers. It can also spark unexpected opportunities, including press coverage, collaborations and new opportunities...But figuring out the best way to put your shop’s story into words — and images — might seem daunting. With that in mind, here are four tips to get you started...The best About sections feature a memorable story that describes how the shop owner got started. Sharing key backstory details, including the initial creative spark, notable milestones and how your business has evolved, can help shoppers (and whoever else may be reading your About section) connect with your brand on a personal level...If you develop a case of writer’s block when you sit down to write your story, imagine you’re explaining it to a customer at a craft fair or to a new acquaintance. Then, put those words to paper...High-quality images are another key to great About sections. This is your chance to give customers a behind-the-scenes look at your company, so include images of yourself practicing your craft in your workspace. If you’re hoping to attract press coverage, be sure to upload five professional-level, high-resolution photos (measuring at least 1,400 pixels wide) and a Shop Video. This shows you’ll be ready with the good stuff if the press comes a-knocking. If hiring a photographer isn’t in your budget, take your own publicity-ready photos and organize a photo shoot on a budget by using readily available elements like flattering natural light, simple backgrounds and props for context...Highlight unique materials, production processes and anything else that might help your shop stand out...When you include photos and information about you and your shop members on your About section, you put a friendly, approachable face on your business."