When I made the decision to leave the corporate world and launch my landscape company in the late eighties I was clueless about owning and operating a small business.
That realization motivated me to meet others in the industry to learn what I could. The more I learned the more confused I was because everyone had their way of doing things.
It was almost like their business practices were an extension of their personality. Some did it big and bold, while others were all about speed, getting the work done on a timely basis.
How about you?
Find the Theme of Your Story
I decided I would do it cleaner by helping my customers understand what really matters.
One of my passions is education, learning new things. The plan was to first educate me and then share that information with my prospective buyers.
I figured a smart buyer would be attracted to a smart business owner. That was my story. I shared it with everyone that would listen and put it in my marketing too.
It worked. Exactly how I did that is discussed in the introduction of my book, Built-In Social. You can download it for free here, and you’ll get the first chapter too.
What’s interesting is this works even better today with digital media.
Most companies think buyers are looking for information about products and services, and they are. But they typically make distinctions about who to work with by discovering who we are, what we do, and how we do it.
That’s your story. It’s an extension of your personal and business mission, and it should run through your digital marketing too because buyers are influenced most by meaningful connections with real people.
Telling your landscape business story is scary, but it has to be done because it’s the only sure way to differentiate your company online.
It’s what makes you likeable and trusted by the buyers you can ideally serve.
If you’ve tried doing that online you know it’s not so easy, but it can be learned. That’s one of the many digital marketing secrets you will discover here at Landscape Digital Institute.
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