Risk & Business Magazine CMW Spring 2016 | Page 12

Why Are You Here?

The Simple Story That is Missing From Your Marketing
BY: ANDREW DAVIS, CO-FOUNDER, TIPPINGPOINT LABS

W

hy are you here? Not metaphysically.
But, why is your business located in
THIS city? Why have you chosen to build
your business in THIS town?

Your “About Us” Page
I am willing to bet that the most underserved and un-interesting page on your
website is your “About Us” page. Core
values that don’t mean anything litter these
pages. Your “About Us” page is a repository
for vague mission statements and boring
bios that do little to differentiate your
business. It’s time to use this page to tell
a story.

The Origin Story

Great origin stories become legends. They
become a piece of pop (or even corporate)
folklore.
What’s your orgin story?
WHY are you here?
We live in a global economy. We can
choose to buy from anyone anywhere in
the world. So why should I buy from you?

The Price of a Pen
There are two pens in front of you. They
look the same: a $5 pen made in China and
a $10 pen made in the USA. Which one
would you buy?

We love a good origin story.

If you are like most consumers, you’ll
purchase the Chinese-made pen.

An origin story is the back-story of a
pe