Fred Rogers, excuse me, Mister Rogers had a saying that I love. “It’s hard not to like someone once you know their story.”

Marketing for the small business is all about getting your prospect to know, like, and trust you. Few things are more powerful at helping you accomplish this that your story.

Your marketing kit should include a page that gives the reader a peek behind the veneer at what you and your company are really all about.

Tell your prospects why you started your company, why your service is your passion, how you overcame adversity, what you do wrong, what your dreams for your company are, who your heroes are.

This may seem a bit odd for a marketing piece but sincerity can go a long way towards helping you build trust with your prospects.

People want to connect with the companies they do business with and when they can learn what you really stand for…it’s hard not to like you.

John Jantsch