Why I go in person to hear a business owner's story
I'm going out to people in person and asking them what their story is. I want to spend time with the person behind the business before I try to tell that story. For me, that also means finding out what they actually need, including whether my marketing services make sense for them right now.
By Eric Yim, published by Protocol Text.
I want to hear you explain the business
A lot of companies ask people to hop onto Zooms or fill out a form in an email. Right now, I'm going to talk to people, every single person, in person to get their story to be able to tell it. I don't know if that will be forever. It's what I'm doing now.
A form can collect information. But when you're explaining a business you've built, the first answer might only get the conversation started. There's room to ask why you made a decision, what your day looks like, or what you wish people understood about your work.
That matters for an independent service business. A list of services tells someone what they can hire you for. Your explanation of how you approach the work helps them understand what choosing you could mean. The person telling your story needs time to hear that explanation before turning it into public copy.
I think people crave human connection. A lot of the people I've talked to are very personable. I think there's going to be a swing back toward wanting more of that connection, and meeting face-to-face is how I'm choosing to make room for it.
The conversation has to leave room for what you need
I've talked about driving an hour to see somebody and having a four-hour conversation, learning about them and how their day was. I've also talked about writing articles on people for free, completely not asking anything. I'm in a situation right now where I'm able to give that time and advice.
Those hours aren't a meeting requirement. They explain how willing I am to spend time with someone. If the whole conversation is organized around getting to a sale, it's easy to miss something important about why the owner wanted help in the first place.
I will go and shake your hand and look you in the eye and spend time finding out what's going to move your business. Maybe my service isn't the thing that moves the needle. Maybe you're not ready for it. I want to make sure this is actually what you need for the moment that you need it.
For an owner, that gives you something concrete to listen for: does the marketer ask about the problem you're trying to solve, and can they explain how their proposed work relates to it? A friendly meeting still needs to help you decide.
A simple exercise before someone writes your story
If you're preparing to meet a marketer, try this exercise. Choose one real decision you've made about how you run your business. It doesn't need to be a dramatic origin story. Explain what happened, what you decided, and why it mattered to the work.
Keep customer names and private details out of it. You're giving the marketer something specific to understand, not permission to publish everything you say.
For example, imagine an owner who wants to say they communicate clearly. Instead of stopping at that phrase, the marketer could ask: when does a customer most need an explanation, and what do you explain at that point? This is an illustrative exercise, not a story about a client I've worked with.
The owner's real answer might support a useful description of their process. If it doesn't, keep asking rather than filling the gap with a claim that sounds good. The point is to find language the owner can stand behind.
Then ask the marketer to explain back what they heard. Correct anything that changes your meaning. Before a draft goes public, check that it describes what you actually do and still sounds like something you'd comfortably say.
Frequently asked questions
Is a Zoom call enough if meeting in person isn't practical?
It can be. My choice to go in person doesn't mean a remote conversation can't be thoughtful. If you're meeting over video, leave time for follow-up questions and ask how you'll review the story afterward. The useful test is whether you get to explain your business fully and correct misunderstandings before anything is published.
What should I ask a marketer before the first conversation?
Ask what they want to learn, who will write the content, and how your words will reach that person. You can also ask what happens if the conversation shows you need something their service doesn't address. Their answer should help you understand both the listening process and how they'll decide what to recommend.
Do I need to have my business story polished before we meet?
No. Start with the way you'd explain your work to another person. Bring a real example and say where you struggle to explain the business. If a detail is background only, make that clear. You don't need to arrive with finished marketing language for someone to hear what matters to you.