14 Parts of Your Story You're Probably Not Telling (But Should)
People are people. So whether you’re selling to a mom in Idaho, a 20-year-old in New York City, or a store owner in San Diego, they will buy from you because both of these conditions are met:
Their head is sold. It is crystal-clear (with no effort on their part) what you are selling, for how much money, and under what terms; and those facts work for them.
Their heart is sold. Your story, journey, or line makes them feel inspired, moved, or excited.
When store owners have a visceral understanding of your story, they feel connected to your line and are able to sell it more effectively to their own customers. When they are inspired by your journey and approach, they are more likely to choose you over another vendor.
That’s why at Wholesale In a Box, we talk a lot about the value of engaging with your stockists over time -- not just selling to them and then disappearing. But it can be intimidating to face a blank email window and not know what exactly you could share that would be meaningful.
Even if a maker understands why storytelling is important, I know many struggle to find anything “interesting” that they could share. So today we’re sharing aspects of your story that you might overlook as boring but tend to be fascinating and illuminating tidbits for your customers. Obviously, these ideas are meant as springboards for your own ideas. You’ll think of things that apply only to you, and those will tend to be the most interesting and meaningful -- but consider these as places to start.
14 parts of your story you're probably not sharing (but should):
Short videos of tiny aspects of your production process (e.g., how you shine each piece before putting it in its packaging.)
Backstories of your inspirations for a collection, the idea behind a piece’s name, or a shift in your production process.
Photos of you working in the studio.
What you’re listening to, reading, or inspired by right now
Kind words from your customers, awards you’ve gotten, or other milestones.
Business updates, like a studio move.
Gorgeous photos of people using the products in specific ways or with a specific point of view.
Unusual uses for your pieces (e.g., a scarf worn as a belt).
Instagram posts from your customers or stockists.
Spotlights on aspects of your sourcing -- why you choose a particular stone or fabric or paint.
The tools you use and why you use them.
Details about what makes your pieces or products special (e.g., why the clasp you use is unbreakable.)
Small pieces of your background and story.
Choices you make in support of sustainability or social justice.
Whatever specifics you choose, my recommendation is to start by identifying the cadence you’ll use to engage your people (e.g., emailing each of your stockists once every 4 months) and then keeping a running list/bucket of things you might share over the span of that time. When it’s time to pull them together in an email or post, you can choose the best ones and do a bit of polishing, photo-taking, or writing to flesh them out. Of course, you’ll also choose the best format for the engagement, whether a personal email, social media posts, or a group email.
One other caveat: Some people have very professional photos and materials, and so need to do more informal and personal behind-the-scenes type storytelling. Other people are on the other end of the spectrum and have a lot of off-the-cuff stuff already and could use some more professional looking storytelling in the mix. Know your tendencies and try to balance the polished and the personal.
Don’t underestimate the power of your own story, process, and insights. We need your perspective and it’s an act of generosity to share it.
For more resources on crafting your story, check out our thoughts on What Parts of Your Story People Actually Care About. Struggling to develop a strong linesheet that beautifully showcases your work and communicates everything your stockists need to know? We’ve got you covered with our Linesheet 201 guide. If stockists seem excited but then don’t seem to be reordering, take a look here: Got a Great Stockist? Now Get the Reorder. And if you’re deciding whether to use a newsletter or personal email to connect with stockists, we’re here to help you think through it.