A to Z of Business Story Telling R: Relatable

When you read the word “relatable” in today’s blog title, what came to mind? 

...a familiar klutzy misstep by a passer-by on the street? 

...a sarcastic meme? 

...a shared grimace mid-sprint in a group fitness class? 

...a mom influencer’s social media posts? 

Really, “relatable” means something different to each person. It’s safe to say a teenager would probably think that the IG mom I adore is super lame...and maybe I’d be considered lame for using the word “lame.” 

I digress. 

But even though definitions differ from person to person, it’s important to maintain specific, consistent behaviors to improve relatability. 

How?

Think about the last time you developed a new friendship: you might have established inside jokes during your shared experience, or you might have shared your honest feelings about a recent major life event. No matter what the situation might have been, you were authentic and open, leading you to become a part of their story, and you in theirs. 

Your business story has the potential to do the same with your audience. Whether networking with your industry peers or connecting with customers, treat your interactions with care and follow these top 3 behaviors for relatability: 

First thing’s first: be you. 

Excessive chameleon-like shifts are less impactful than reliable consistency. 

We’ve all been guilty of trading our “work hat” for “home hat” or “spouse hat” for “parent hat,” but who’s to say you can’t wear one “hat” all day, every day? 

I can imagine what you’re thinking, “But Claire, adaptability is critical for small business owners like me. If I don’t stay nimble and pivot, I won’t be able to make my mark in the industry.” 

And to that I say: stay nimble, yet stable. 

You’ve probably become quite adept at flexing to your audience and shifting to suit the need at hand, thanks to years of experience. But don’t morph in every situation or else it will be challenging to pinpoint what it is that your business actually does. Too many shifts can lead people to perceive you as phony, rather than masterful jack-of-all-trades. 

Know your story and don’t try to fill it with fluff. When you force your business into something it isn’t by overpromising, your audience, customers, peers, friends, and family will see right through it. And that’s anything but relatable. 

Then, be real. 

Relatability isn’t about being the most popular, it’s about being approachable. 

Relatable people are approachable and respected, rather than placed on a high pedestal and idolized from afar. You may want to be like that IG mom, but you’re more likely to seek advice from and genuinely care for your neighbor up the street. 

When it comes to your business, be a good neighbor with your customers, clients, and peers. They want to be a part of your story, so invite them in! People are inspired to interact with relatable businesses when they can be an active participant with a product or service and feel welcome to do so. Not only will this approachability draw in external connections, but this will also benefit your internal team. Relatable leaders make it easy for employees to give their honest opinion, communicate their individual needs, and share their creative solutions. 

Keep in mind: this isn’t just about you. 

It’s about the other person. 

My final - and most important - tip to improve your relatability is to forget about yourself and focus on your audience. When you connect with and show interest in another’s interests, rather than the other way around, the other person will feel a sense of shared kinship with you. 

From a business perspective, your audience’s interests will shift based on the setting. When your customer is coming to you in person, they need something different than a social media post. Focus on what they’re looking for and give it to them, from specific service details to general education, within reason. Stay true to your story at all times, and keep my first tip in mind. 

Remember, you may have a beautiful story to tell, but if you don’t relate to your audience, they won’t engage with your content or even bother to give it a second glance. We’re here to help make sure your story is not only noticed, but embraced. Contact us or stop by The Space, we promise to be authentically Verano, completely real, and fully focused on you and your needs.