Origin Stories make your customers go, “Ohhhh ok, that makes sense. I buy it.”
I’ll give you an example.
A small business sells teapots. They say they have the best selection. Everyone says that. But the difference with them is the owner tells his origin story.
“When I was a little boy, we were very poor. My mother made tea every day in her one, cheap, shoddy teapot. One day, I told her, ‘When I grow up, I’ll own a shop and sell all the best teapots. And you can come in whenever, mom, and pick any pot you want for free.’
She’d laugh and tell me she couldn’t wait. Ever since then, I’ve collected teapots from around the world.
My mother passed before I could open my store, but I know she’d love it. We’ve got the best teapot selection you’ll ever find. Even one special pot I’ve set aside in honor of my mom.”
Now when they say they have the best selection, you go, “Ohhhh ok, that makes sense. I buy it.”
Now, the teapot man probably doesn’t have much competition in his town. But what if you’re in a more common category that does? Like HVAC, auto repair, barbershop, lawn care, gas station, handyman, and the like. A good Origin Story can quickly set you apart from the competition.
In fact, while I don’t recommend it, with the right Origin Story you can even get away with tropes like “best selection,” “lowest prices,” and “family-owned.”
Owner/founder Origin Stories aren’t the only kind you can use. Launching a new product or service? Give it an Origin Story.
That way your customers go, “Ohhhh ok, that makes sense. I’ll buy it.”
– Zac Smith, VC