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Does Your Audience Care About Your History?

Most websites have an "About" section where you may find company history such as how long they've been in business, who the first founder was, how long it's been in the family, and what the owner likes to eat for breakfast. When we talk about content, is this quality information that affects a buyer's choice or is it considered wasted space?

First of all, I'm not saying that being open for 50 years isn't impressive or that your grandfather who founded the business doesn't matter. Those tidbits of history make up the foundation of your business and might be flakes of personality that still exist today.

Let's talk a little bit about competitive edge. This particular topic could be expanded upon in a blog on its own but we are going to concentrate on one basic idea: What makes your company stand out from the rest? Why should buyers choose you over your competitors? You could say you have an online store which makes shopping easier or that you have a high client satisfaction rate. If you answer includes anything along the lines of being around for 50 years, being a "family-owned" business, or simply being local, you aren't any different from your local funeral home.

Ouch. I know that one stings a bit. But, hey! We're here to better our business, right?

Start with 3 main points that truly make you different from your competitors. Use those three points to identify your business in your website's "About" section and expand on them. (This is the part where you tell people why they should give you money!)

If you are tied up with not wanting to leave out those details or stories of your company's past, sit down with your team and ask, "Does this make people want to buy from us? Do buyers make the decision to try our product/service based on our history?" If the answer is truly yes, then work it into your business personality.

Remember that at the end of the day, buyers only care about themselves (this is a good thing!). Your website and social media posts should not be about how great your business is and how you can help want your buyers to feel like a superhero for making their lives easier by choosing your products or services!


If you would like to schedule a Free 30-Minute Sit Down with Muscadine Marketing to discuss your marketing strategy, please reach out to us at

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