Have you given any thought to your origin story?

I was sitting in Kal Tire recently waiting for my tires to be changed. I have a tendency to scan walls of a place if I have to wait.  On the wall next to me hung a photo of the founder, Tom Foord, and a brief story about how Kal Tire came to be. Kal Tire was founded in 1953 in Vernon, BC. It was named after Kalamalka Lake, there are more than 250 Kal Tires in Canada and it’s head office is still in Vernon BC. The brief description tells the story of a man who started a small business, grew it to a national brand and, yet, remains grounded in its local roots.

You all know the almost-mythical stories of tech giants who started in a garage or a basement, or the humble beginning of someone who just wanted to make something better [ Sara Blakely, the founder of Spanx. comes to mind]. It’s the story that compels you. Some of you use a story as a road map to your own journey. You say to yourself, “If they can do it, so can I”.

Why should you tell your story?

You can discover most origin stories on the “About” page of a website. Your origin story tells your audience who you are and what you do. It helps you to build trust with your audience. When you share who you are and where you come from, you become a person and not just a business. Your audience is more likely to connect with you. You become a reference point. You understand your audience’s struggle because you have experienced the same struggle and, you know how to help them. Above all else, be honest and trust-worthy. Once you have your story, you can adjust it and use it elsewhere; it’s your elevator speech at a networking event, it’s your boilerplate(see definition), and it’s your mission statement and values upon which you have built your business.

What to Include in Your Origin Story

Your origin story does not need to be epic. In most instances, your origin began with the seed of an idea or an “aha” moment. Just take your audience on your journey and tell them what inspired you to do what it is you do.

•  Tell them about the challenges you faced.
• Take them on the journey to overcome this challenge. Include your failures, as well as, your successes that brought you to a pivotal moment.
• Discuss how this “moment” led to you to do or create something that can help others.
• Share your passion and insight.

What’s My Story?

While my story is not epic, it was bold [possibly akin to a mid-life crisis]. I had a good quasi-government job but I was very bored. I was disenchanted and disengaged. I was almost finished my Diploma in Public Relations and wanted to use my new-found knowledge. I was unable to move to such a position within the organization so I sought a one elsewhere. Basically, I quit a full-time job for a volunteer position at a non-profit organization to do what I wanted to do. And, wow, what an experience. I got to create copy, reach out to the media, help craft the details of a major fund raising event , learn about the power of community through social media and, the importance of how the story drives everything. After that experience, I connected with the Duncan Cowichan Chamber of Commerce and volunteered to help with an event. From there, I joined the chamber to connect with the local business community. I attended a luncheon about email/content marketing and thought, “I can do that.”  Most people don’t have the time to put together the details of a newsletter or a blog. I knew I could help provide this service.

Sometimes, the bravest thing you can say is, “I can do that.”

Which prompts my above question? How did you get started? What was the impetus that finally moved you onto your current path? Some of you experienced an epiphany or life-changing event; others have slowly moved towards the place you are today. Whatever your story, make sure people know it.

I like to cook and bake. There is something satisfying about taking a selection of ingredients and bringing them together to create something delicious to share with others.

You can think of creating content as the same thing. You want to create something consumable and leave your audience wanting more. More importantly, you want your audience to share.

For me, both start with a little research. What would I like to create today and share with others? Is it relevant? Is it engaging? Does it provide insight to a problem your audience may have? Once you have decided what you would like to write, it’s time to ignore the blinking cursor and just get started.

The basic rules apply:

• Start with an idea and build upon it. We have all learned this in school. If you forgot the basics, there are many resources out to get you started.
• Sentence structure counts. There is something off-putting about a poorly structured sentence. Spelling and punctuation also make a difference. I always keep my CP Stylebook handy.
• Make you sentences digestible. Use jargon if it is absolutely necessary but explain what the jargon means to those who may not know.
• Use your own voice and write using language that is easy to read and contains a little of your own personality.

 Like preparing a dish, I want my content to be fresh. I want it to reflect the present and not be some re-heated leftovers passed off as something new. The easiest way to create content is to ask what people want or need. Remember, your content should be about your audience; not you. Are there Frequently Asked Questions that can be turned into helpful content? Can the content be portioned out into a short blog series, breaking a large topic into smaller digestible posts for your audience to follow? This is where your content can work for you. Once it has a place on your website, you can share via various social media platforms and your newsletter. While you may not to ‘re-heat’ your content, you certainly can re-visit it if there are new developments to a particular topic.

Like food, presentation matters. Use images to add texture to your content and to make it visually appealing. Your audience will relate an image to your message much quicker that just having text alone.  Take your camera with you and take lots of pictures. Catalog them to coincide with future blog posts. If you don’t have the right image, you can find many sites offering free images. If you copy an image, remember to include your source.

The key ingredient to remember is, ‘inform’; don’t ‘sell’. No one wants to read a hard sell message. This will keep your audience coming back for more.

 

 

It’s been a little over a month since I attended Social Media Camp 2015 in Victoria, BC so I decided it was time I took a look at all of the notes I have. HINT: Take a notebook or device and take notes. Review them for content and write something about your experience.

This is the fourth SMC I have attended. It’s always a great event where “social” meets in person. I see people I know mostly because of their online presence. I meet people I follow online. I especially enjoy learning from the experts. They always provide helpful, actionable information I can use.

John Jantsch, of Duct Tape Marketing, was one of the keynote speakers and he spoke about content, loyalty and the brand experience. With so many ways to reach and connect with your audience, the marketing channels are fragmented. He suggests marketers need to find new ways to integrate the channels to create an overall brand experience.

“No one talks about a boring experience.”

There are many ways to interact with customers and it’s important to integrate all of the touch-points.  It’s up to you to provide insight, offer help, give guidance and share it through all of your marketing channels. Create the content a customer will need to to make an informed decision before they even enter your place of business or click the buy  button. One statistic John provided was that 57% of a typical purchase is made before a customer evens engages with a supplier. Consider that for a moment; more than half of your customers want to know more about you before they even move towards entering into a relationship with you.

“Are you providing information for your customers to make an informed decision?”

When creating content, consider what questions your customers are asking. Frequently Asked Questions (FAQs) are an excellent source for relevant content and can be easily used to publish educational content. Know your value and exceed expectations. Become the trusted source for helpful, informative information. Give your customers something they can use immediately. If you don’t have any content to start, consider sharing other people’s content. By sharing, you become a trusted filter for your customers. And, in the end, that’s what we want as a business; to be trusted.

You know when you ask your friends about their experience with a business, they don’t talk about the product. They will tell you about the customer service, how they felt when engaging with the staff and all of the other little, intangible factors that lead to a purchase. They will also tell you to check out their website/social media channels  because the informative content or the immediate response to a question is what helped them decide to take further action. Give your customers a good reason to talk about you.

“Give your customers a great experience and they will become your brand ambassador.”

 

This is our sailboat. It’s a MacGregor 26M hybrid sailboat to be exact. We recently docked it at the Mill Bay Marina for a month. My husband works on a Dive Support Vessel in the Gulf of Mexico and his schedule is conducive to play when he is home. We had planned to get some sailing done while he is home. He worked hard to remove the boat from its trailer and apply anti-fouling paint to the bottom. This took longer than is should have because the weather was uncooperative.

The first kink in our plan.

Eventually, the weather cooperated enough for this task to be completed. With the assistance of a neighbour, the boat was safely returned to the trailer, launched and docked. We are ready to go; or so we thought.

A couple of days later, my husband and the helpful neighbour trekked down to the marina to go for a quick test run.

Upon departing from the marina, they were flagged down by a man on the dock. He needed help. His boat had slipped its mooring and was drifting away. It was Breezy to the rescue.

Well, as the saying goes, “No good deed goes unpunished.” In the course of rescuing the wayward vessel, the rigging of both boats got tangled and our mast was damaged.

The final kink in our plan.

Our sailing plans have been dashed.

This is where Ezra comes in. I’ve never met Ezra. In fact, I haven’t spoken to him personally. Boat stuff is my husband’s domain. Ezra works for Blue Water Yachts in Seattle.  The website is functional, at best, and lacks appeal. If you were to base your opinion of the company solely upon it, you would most likely search for a more “hip and up-to-date” company. Blue Water Yachts doesn’t have a “social” profile. Yet, if you ask where is the best place to get parts for your Mac26, people will consistently recommend Blue Water Yachts and emphatically recommend Ezra.

How do I know this? Partly because of past experience in purchasing parts for our boat and partly because I belong to a MacGregor Owners Facebook Page. Any time there is a question about where to find a MacGregor part, Blue Water Yachts and Ezra are highly recommended.

My long-winded prologue is this; Word-Of-Mouth works! We can have the best laid marketing plan on the planet, and marketing is important, but the way people tend find you is based on a good word from someone who has experienced great customer service.

Word-of-mouth has great value. Others share it, they are ready and willing to tell you about their experience. They will include it emails, articles, blogs, social media posts etc.

In this instance, it has become content.

P.S. After a day’s drive to Seattle, involving ferries and border crossings, a new mast was purchased. My husband did get to meet Ezra.

 

 

Suelle Stewart Creative Receives 2014 Constant Contact Solution Provider All Star Award

Recognized for achievements using online marketing tools to drive success

DUNCAN BC— Feb. 4, 15 – Suelle Stewart Creative , a local Content & Email Marketing Consultant , has been named a 2014 Solution Provider All Star Award winner by Constant Contact®, Inc., the trusted marketing advisor to more than 600,000 small organizations worldwide. The award, given annually to the top 10% of Constant Contact’s international customer and Solution Provider base, recognizes these select organizations for their significant leveraging online marketing tools to engage their customer base and drive success. Suelle Stewart Creative is one such exemplary organization.

“I am happy to be recognized by Constant Contact for achieving strong marketing results on behalf of my clients. Constant Contact’s tools have helped me to help clients create better manage customer, constituent relationships and social engagement. With Constant Contact, my clients have leveraged the power of engagement to share valuable content to their audiences and build stronger relationships with their clients. Constant Contact allows them to become a Subject Matter Expert in an inbox.”

“I am passionate about working with small businesses that see value in sharing their story using email marketing. If you feel daunted by the process of managing a newsletter, I will research, curate and create your newsletter for you. I help you tell your story so you can connect with your market with the intention to create insight and two-way conversations leading to increased business and profitability.”

Constant Contact Solution Providers are businesses that provide services tailored to the needs of small businesses or nonprofits—everything from web developers, to online marketing consultants, to advertising agencies and more. They use Constant Contact’s online marketing tools to generate more business for both themselves and their clients. Criteria used to select this year’s All Stars included the following:

• Level of engagement with email campaigns
• Open, bounce, and click-through rates
• Use of social sharing features
• Use of mailing list sign-up tools
• Use of reporting tools

“Our Solution Providers are a core extension of our business, helping those small businesses and nonprofits who need some assistance with their marketing,” said Arthur Steinert, vice president and general manager, channel partner sales and marketing, Constant Contact. “That’s why we’re thrilled to recognize Suelle Stewart Creative for its commendable achievements – it’s truly a win-win for both [insert business/organization’s name] and the small organizations it serves.”

About Suelle Stewart Creative
Suelle Stewart Creative is a local Constant Contact Solutions Provider dedicated to helping small businesses build strong customer relationships with e-mail and content marketing.

About Constant Contact, Inc.
Constant Contact helps small businesses do more business. We have been revolutionizing the success formula for small businesses, nonprofits, and associations since 1998, and today work with more than 600,000 customers worldwide. The company offers the only all-in-one online marketing platform that helps small businesses drive repeat business and find new customers. It features multi-channel marketing campaigns (newsletters/announcements, offers/promotions, online listings, events/registration, and feedback) combined with shared content, contacts, and reporting; free award-winning coaching and product support; and integrations with critical business tools – all from a single login. The company’s extensive network of educators, consultants/resellers, technology providers, franchises, and national associations offer further support to help small organizations succeed and grow. Through its Innovation Loft, Constant Contact is fueling the next generation of small business technology.

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.

Media Contact:
Suelle Stewart
Suelle Stewart Creative
250-744-7680
Suelle@suellestewartcreative.com

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