One of my favorite books is StoryBrand by Donald Miller. In a nutshell, Miller talks about communicating your marketing message as a “story” that a reader can understand and see themselves as a part of in their buying journey.

Everyone loves a story, and it is nothing new that stories are one of the most effective ways to initially engage people and get their attention.

Your “story” should be incorporated throughout your brand, but an About page at your website is a great launching point.

While a lot has changed, generally speaking, real people like to do business with real people. An About page at your website should be in your main navigation and it should have a very carefully scripted message.

Maybe your business has an interesting history?

Maybe your business is new!

Maybe there is a story behind how and why you started your business?

Maybe you have a family business, your great great grandfather started the business more than 100 years ago!

Tell people about key members of your management team and employees.

Tell people about your happy clients and most successful projects.

Tell these mini stories on your Facebook business page with an appropriate graphic or graphics and drive traffic back to your website with a link back to the About page.

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