Make It About Something

​I’m a huge “Seinfeld” fan. My family and I repeatedly watch every episode, we are constantly citing lines from shows, and we laugh when we find ourselves in “real life” situations which mimic episodes.
 
During the classic episode where Jerry & George meet with NBC to pitch their “show about nothing,” the Head of Programming at NBC becomes frustrated with George about the “nothing” concept. At one point, the Head of Programming asks George, “Why am I watching (the show)?” to which George replies, “Because it’s on TV!” After a brief pause, the Head of Programming answers, “Not yet.”

​So, I ask you – What is the story for your business? Does it have one, or are you running a business about nothing? Regardless of the type of business you have, you need to have a story. Just because you have a storefront, website, products, or services, or any combination thereof, does not guarantee people will purchase from your business.
 
Think of your own shopping habits. Why do you choose one coffee shop over another? Why do you like one brand of shoes versus many others? Why did you choose that specific dry cleaner over the ten other options in your area?
 
It’s because of their “story,” whether you are aware of it or not. That story might be great service, superior quality, proximity to home/work, best prices, return policy, rewards program… The list could go on. Regardless the specific reason, there was for one, or many, as to why you chose to shop from one business over another.
 
What is your business doing to create that winning story, one which will help consumers choose you over a competitor? How are you setting your business apart from others? Why are people doing business with you – Just because it’s there? Doubt it.