I recently bought 2 boxes of chocolate chip cookies. I don’t like chocolate chip cookies. My family are not especially keen on them either. So, what motivated me to buy them?

People buy the story

When a child from the village school comes to my door selling cookies, it feels different than when a shop is selling them. Even if the product is the same, the story behind the cookies is what we pay for. I wanted to support the local school, so I now have 2 boxes of chocolate chip cookies.

Your business has a story. The question you need to ponder, is whether your story is motivating enough. Here are some ideas and examples to help you.

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