Welcome to the Harcourt Lane blog, written by Bel Andrew and Andy Given.
Here is a little bit about us.
We are communications experts with a passion for helping small businesses tell their stories.
As a small business owner, you will know all about the challenges of getting your products and services before the right customer. You will have learnt, perhaps through painful experience, that some prospects (however enticing) are not worth pursuing. You will also have learnt the need for a focused approach in identifying your target market.
But you will also have discovered that this does not always work. Despite your marketing efforts, you may not be reaping the results that you should.
Here is one question for you:
What story are you actually telling about your business?
It is important for a business to tell its own unique story. An amazing product or service on its own will not create a sale. There must be a connection between the prospective buyer and the product or service. No connection, no sale.
The unique story creates the connection.
Of course, we see it all the time in advertising.
And we see it also in the brand identity – colours, logos, slogans, things like that. They reinforce the message of the business.
These days, we see it even more in the look and feel of a website. The words, the overall impression. The interaction between user and web page.
But there are also things that we may not necessarily see – for example, the tone of voice of a company, the writing and speaking style. They might not be blatantly obvious, but nevertheless create a deep impression.
So we know that the story is vital. But that’s only the half of it.
Not just any story will do. It has to be the right story for that business, targeting the right customer.
And this is where many businesses fall down. They fail to identify their unique story, and consequently, they miss out on the story that only they can tell.
There are potential customers out there seeking you and your unique story. By not telling that story, you are blocking your path to them.
We work with businesses to help them identify that unique story, and then help them tell it in the most compelling way.
We have been doing this successfully for over 20 years. We have helped many businesses identify and articulate their unique stories, leading them to success beyond their expectations.
We have worked with businesses in many different sectors. These include publishing, sports, software, education provision, legal services, banking, and telecommunications.
In every instance, the process is the same.
We start with the unique story; first, to identify it, and then, to articulate it – the story that builds the right connection with the right customers.
We started this blog to share our experiences with you, and offer resources to help you as you position your business in the marketplace.
We are passionate about helping small businesses stand tall in the world and achieve their mission. That is our own mission.
We hope you enjoy the blog. Please feel free to leave a comment or question on any of our blog posts, or get in touch using the contact form, and we will happily get back to you.