I work on a lot of brand stories for small and independent brands. You would be surprised how many business owners realise, when prodded a little by me, that their ideal customer is actually themselves. Perfect - you’ve got the ideal insight into what your customers are struggling with, how they see the world etc, because it’s you (word of warning - do test your views once in a while, they may be similar but assumption is never a good thing)

But what happens when you’re selling to an audience unlike yourself?

Even if we can’t truthfully identify with our audience, maybe you sell predominately to a different gender, different ages or people who come from a very different culture to you, we can take the time to understand them by inviting them to share their stories and more importantly, by listening to them. 

Because you never know where you will find the connections, things in common, similar world views, value or ethics. And once you do, these are the areas you can use to build stronger, more trusted relationships based on shared experiences, fears, hopes and dreams. 

Want to continue the conversation or get some extra support with telling your story? 

Find me:

On Instagram: @22storiesandme

On LinkedIn: linkedin.com/in/hilarysalzman

Online: www.22-stories.com

This podcast is produced by the brilliant Suzi @story_publishing