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110 August 2015 | beautystorebusiness.com A GOOD STORY Every business has a story. You may not readily know what it is yet, but a little brainstorming will get you there. A good story is important because it gives depth to your business. It's also a source of engagement. Stories embody the culture you have created for the store. In other words, a story is the vehicle through which customers and employees identify with your store. It penetrates the two- dimensional fa ade of a storefront and what emerges is a three-dimensional entity that others can relate to. Being in business for a long time with several generations of owners is a great story. Having the largest selection of products is also the foundation for a good story. An owner who has an unusual back- ground or a larger-than-life personality can also be fodder for a story. As you can see, the story can come from anywhere. It's probably been right under your nose, but you've been reluctant to promote it because you didn't think it was worthy or you felt you were tooting your own horn. But in this business environment of instant connections with customers, a good story is the best kind of connection. IDENTIFYING YOUR STORY Where does your story come from? The short answer is that the story can ema- nate from any number of sources. You might begin by simply looking at yourself. If you're the founder of the store, what is your story? Do you have a long or interest- ing background in the beauty industry? If so, that's a terrific start. If you're the store manager, perhaps you've got a connec- tion to the industry that is rare or unique. A personal association provides a solid foundation for a story. Beyond your own history, how about the store itself? What are the values or the mission of the store? Perhaps you are well-known for selling or being able to get the most obscure beauty products your customers crave. Or you only sell products packaged with recycled or sus- tainable materials. Your story could be that you only hire employees who have salon experience. Craft a story around what makes your store stand out from the crowd. Show how you're unique. The key is to find a "hook" that will be easy to relate for customers and employees. If it's easy to tell, easy to understand and easy to remember, you've found that hook. CRAFTING YOUR STORY So how do you write your story? Simplicity is the key. Although that sounds trite, it should be your mantra for writing the story. A good story is brief—perhaps only a single paragraph. It covers the main point you want to convey and intrigues the reader or listener. Here are examples. "Alexandra's Beauty was founded by Alexandra Smith after she spent three years in Asia learning about ancient beauty secrets there. Building on connections she made in Asia, Smith now stocks her store with products imported directly from Japan, China and Thailand. These unique items cannot be found anywhere else in the city." This story puts the focus on the founder of the store, but your story might be on the store itself. "Bayou Beauty has been in New Orleans for 20 years. When Hurricane Katrina impacted the city, Bayou Beauty was flooded with three feet of water. Despite the loss of business, employ- ees volunteered to take bottled water to area residents and those involved in the cleanup. This strong commitment to the community has kept Bayou Beauty as an important fixture among area businesses." A story such as this show- cases outstanding community service, but you may want to focus more on the store itself. Your story might read, " Kiwi Beauty Supply shakes up the idea of what a beauty store can be. Our associates Educational DVDs INSPIRE Women's Styles Makeover Haircolor Call 800.634.8500 or visit inspirebooks.com or email inspire@creativeage.com INSPIRE Women's Styles Makeover Cuts INSPIRE Women's Styles Makeover Cuts & Color INSPIRE Men's Styles Men's Cuts INSPIRE Women's Styles Updo's for special occasions Each DVD Only $ 34 95 That's like buying 3 and getting 2 FREE! BUY MORE & SAVE! Available NOW! Call your distributor today Buy 2 for $ 59 95 Buy 3 for $ 74 95 Buy 4 for $ 89 95 Buy 5 for $ 104 95 Now Available EN ESPANÕL!