IN MOST cases it has dozens. They might be about how the organisation came into being, or why it chose its particular line of work.
You might be employing an intriguing character or one whose experience harks back to a bygone era when the industry was organised in a different way. One or more employees might have unusual hobbies through which they bring particular skills to their job.
Whatever the angle, you need to present it in a way that shows your business as a caring operation. People buy from people and successful organisations make a feature of their staff - ordinary people doing extraordinary things.
In conventional publishing, telling such tales is the prerogative of bigger businesses that can absorb printing and distribution costs. With a website and an electronic newsletter you can be your own publisher for a very modest outlay.
And it pays dividends. Remember, keeping an existing customer costs just one-fifth as much as finding a new one.
