How do you reach people who you think need or would want what you have? Many people ask that question. With millions of websites out there, the text on your site is paramount to how people will be attracted to what you have for them. So in this post I thought I’d lay down a basic fundamental for what to write about your product or service, especially on your website.

You Must Become a Choice

Do you have a cow that talks? If not, your cow is just like all other cows. Which means you need a story. Think you’re selling a product or service? You’re not. In today’s world you don’t sell, people buy. The consumer is king. And he’s not buying your product or service, he’s buying your story. Volvo means safety. Nike means maximum performance. You must become a choice. Think about it—you cannot be chosen unless you are a choice.

Engage People with your Story

Your story is about how your product or service makes people FEEL. It needs to be relevant and authentic—to the consumer. People buy emotion today. They want to connect and interact. So the more compelling and unique your story is the more people will choose you and the more they will tell their friends about you. An engaging story is the fast route to the hearts of your prospects and customers. Without a story you’re like everyone else in the market place, ordinary and indifferent.

Remember, It’s About Them

Remember to be consumer centric. It’s not about you. It’s about them. People want to know why they should do business with you, what they can expect from you, how you will make them feel. People want you to have a positive impact on their lives. So go to it. Figure your story out and tell it. Those who hide their light under the proverbial bushel basket will always be victims. Yup, the stakes are big in business today. But so are the opportunities! So jump in—the water’s fine.