Do you like hearing a good story?
I'll bet you do, and I'll bet the farm that your customers like hearing a good story too. In this short article, I am going to convince you that if you want to sell your products or services, you'll want to sell your story first.

The women of Gold Ribbon Gourmet have been loyal clients of mine for years. I grew up with them and played soccer with their brothers ever since high school. They approached me a few years ago with the idea of forming a business that would sell high-end baked goods. They make some of the best pastries around, I know, I've probably eaten too many of them.

But no one cares that they have some of the best pastries around. Yep, I know it's shocking, but stay with me with here - no one cares, and no one would beleive it if Gold Ribbon Gourmet told them.

There are hundreds if not thousands of other options a sweet-toothed aficionado can satisfy their cravings. Doughnuts, cakes, pies, and chocolate covered cherries - the list is endless. There are just too many options for customers to choose from, and all of their competitors claim, "We're the best", "We're the fastest", or "We're the tastiest". The picture I've painted here looks bleak, but it's not. In fact the women of Gold Ribbon Gourmet have a golden opportunity.

The women of Gold Ribbon Gourmet have a secret weapon. They've got a story, and a damn good one.

Now I've told you that these women make some of the best tasting pastries around, did that do anything for you? Did that stir anything inside of you to want to try some of their high-end baked goods? Nope. At this point, is there anything memorable about Gold Ribbon Gourmet? Again, another "nope".
Now let me tell you the real story of Gold Ribbon Gourmet.

If you look to find Gold Ribbon Gourmet's factory you won't find it. What you will find are Maria, Joanna, Georgia and Eleni, three Greek sisters and their Mother who want to share their passion for making authentic, handmade Greek baked desserts with you.

Maria, Joanna, Georgia and Eleni make all of the desserts by hand, in a traditional Greek home and kitchen. Just like those kitchens you remember, the ones give anything to get near enough to smell the aromas.

From the honey dripping baklava to the irresistible kourambiedes, everything is bursting with the smells and tastes that you can only get from years of experience and passion for baking. And you won't find these tastes anywhere else, Gold Ribbon Gourmet desserts are all created from secret family recipes from old world Greece that have been passed down from Mother to Daughter for generations.

When you want to have more than just another dessert, I invite you to come and experience authentic Greek desserts made from the finest hand selected ingredients and time-honored family recipes. You can smell and taste the pride, tradition and care in every bite.

Sounds awfully tempting, doesn't it?

Do you notice the powerful difference between the two marketing approaches?

Wouldn't you like to tell your friends that you just bought handmade, authentic Greek baklava that was made from a treasured family recipe that's been passed down for generations?

If your marketing message is, "We're the best", "We're the fastest", or "We have the best customer service", you've got to change your marketing focus. No one really cares and furthermore, no one will believe you. This approach to marketing doesn't work anymore because there are too many options for your customer and all of your competitors are saying the same thing. I encourage you to break free of this pattern and tell your story. Tell a story to customers about your passion and what makes you unique. Think about it for a second, why is Godiva chocolate cost so much more than Hershey's if they taste about the same? It's the story that Godiva tells you that pulls you into buying. When you buy Godiva chocolate, that's something special - that's the story they are telling you. Are you catching on?

What's your story?
Whether or not you know it, you have a good story too. If you're like the women of Gold Ribbon Gourmet, you just need someone to help them identify it and help them share it with the world. Give me a call at 480.391.0704 or email me at comments@candographics.com and I'll be glad to talk with you free of charge about your story and how you can leverage it to separate from your competition and make a lasting impression in your customer's hearts.

Oh, and a special thank you to Maria, Joanna, Georgia and Eleni of Gold Ribbon Gourmet. If you've always wanted to try authentic Greek baklava and other delicious desserts, visit them at www.goldribbongourmet.com, and tell them "they story" sent you!