In early April, my family and I spent a week in Charleston, South Carolina.
We love the city. And we’re not alone. Charleston welcomes about 7 million visitors each year. Tourism supports nearly 50,000 jobs and is worth about $7.5 billion annually to the “lowcountry” town. Travelers have even voted it America’s number one city for many consecutive years.
And what’s at least one reason for that?
Founded in 1670, Charleston is still filled with a stunning array of historical homes, churches and other magnificent buildings, including The Old Exchange, where President George Washington was once honored with a lavish ball.
That history is palpable throughout the city. And even if you aren’t aware of any of the specific historical details, the architecture alone serves as a constant reminder of how special and significant the town is.
In other words, Charleston is proof that people are drawn to a good story.
Your company may not be able to boast that America’s first president danced in your conference room, or that the initial shots of the Civil War were fired from your lobby, but it’s likely that you have a compelling story of your own to tell. Maybe it’s developed as your business has grown, or maybe it’s been part of you all along.
Your story could be about what motivates you to do what you do.
It could center around the care and attention to detail you invest while making your product.
Maybe your story is about the people you choose to hire, your unusual culture, or how you direct profits to serve the less fortunate.
Or, like Charleston’s, your story might be rooted in your unique heritage.
If you’re not already telling that story, think about what it could be and all the channels you can use to share it with your audience.