There’s a story in there somewhere

Every small business has a story to tell.

Somewhere within the inspiration that lead to creating a business is the message that embodies the company’s value proposition and differentiation. It is incumbent upon the marketing copywriter to extract that information to serve as the basis for a communications strategy.

Keep asking questions. Dig for details. Draw out the tales from the early days as the company was formed. Within these narratives are nuggets of gold. The savvy copywriter will recognize a unique selling proposition, a positioning statement, key messages and possibly even a slogan.

Listen. Learn. Cogitate. Create.

The content the copywriter crafts will be original, genuine and a mirror characterization of the small business owner’s vision and values when she or he opened the doors and served the first customer.

And from there the story will unfold. It will inspire. It will motivate. It will set the company apart.

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