Have you ever read how a successful business got started because of some simple need that was detected?
For example, as a college student, Mark Zuckerberg realized that there was a great need for his fellow students at Harvard to keep in touch with each other. And there was the new technology of the Internet to help make it happen. The result was Facebook.
When you think of the founder of what is today’s one of the nation’s biggest media companies, can’t you just picture Zuck sitting in his dorm room getting excited over seeing other students pile onto his media platform?
Doesn’t it help form a bond with him?
When it comes to home care, a company’s foundation story can help form a powerful connection with prospects who can sympathize with you.
And yet you could be missing this important element in your home care’s brand.
It could be that others simply don’t know you well enough to do business with you.
Your missing foundation story could be hurting your brand.
If you could only get across your personal story in an appealing way, you might be able to form the missing link between your prospects’ curiosity and them picking up the phone to call you.
A need for a narrative
A foundation story, also called an origin story, refers to the narrative that describes how the company was established, what inspired its founders to start the business, and how it has evolved over time. This story can be a powerful marketing tool for a number of reasons:
- Emotional appeal: A compelling foundation story can create an emotional connection with consumers. By telling the story of how the company was founded and the challenges its founders faced, a company can create a sense of authenticity and relatability that can be very appealing to consumers.
- Differentiation: A company’s foundation story can set it apart from competitors. By highlighting what makes the company unique, its values, personality and its mission, a company can distinguish itself in the marketplace.
- Brand identity: A foundation story can be an important component of a company’s brand identity. By telling a consistent story across all marketing channels, a company can reinforce its driving motivation to serve, and create a brand that consumers can trust and relate to.
- Trust and credibility: A company’s foundation story can also help establish trust and credibility with consumers. By sharing the challenges the company faced and how it overcame them, a company can demonstrate its commitment to its customers and its ability to deliver on its promises.
What is your foundation story?
How did you get started in the home care industry?
What made you either start your own business, or buy a franchise in your area of town?
Did you work as a private duty nurse and see the need for good home care services? Or experience some difficulty as a family member trying to find good home care for a parent?
Your foundation narrative should be explained on your website, and mentioned in the talks you give to others.
And yet I find that many home care owners are reluctant to relate their story on their website. If the owner feels that this is unduly bragging about themselves, they only need to realize how others would be helped by knowing you better.
Or they may feel that they have humble origins, and others won’t be interested in their simple roots.
But, every person’s story is interesting and can gain sympathy.
Set yourself apart
And what better way to differentiate yourself from all the other home care companies out there?
Think of the multitude of home care websites that promise compassionate care for clients, their attention to detail and so forth.
Bla, bla, bla…
If you were looking for home care, these messages would all seem to blur together.
But your unique foundation story will stand out in their minds.
Why not think about how you got started in your company, and what details should be told to make the most compelling story in the eyes of readers?
Your readers might just be waiting for you to explain it to them.
Overall, a home care company’s foundation story can be a powerful marketing tool that helps create an emotional connection with consumers, differentiate the company from its competitors, establish a brand identity, and build trust and credibility with customers.
We can help make it happen
Would you like us at Savvy Senior Marketing to help you tell your foundation story and put it on your website? We’ve done this for home care companies and so we are well experienced in this area. Read about our own story of how I got interested in home care through my dad’s fall at his home.
We can put you on the map in the minds of prospects so that they get to know you better by reading your story and will pick up the phone and contact you. You’ll see how with this, your next elderly or disabled clients will come knocking on your door.
Why not use this marketing method to bring in more clients and customers? Get in touch with us at Savvy Senior Marketing by making an appointment for a free 20-minute phone consult, or by sending us an email.
