There are networking sites out there that attempt to link business communities but they can't compete with the level of accuracy, detail and personal touch you or I can bring as local writers in our respective communities. You are local to the area so you know the business community and can bring that local touch and feel that will connect with your neighbors. I'll be honest with you, it's a lot of work developing these Story Sites but once you get the word out and businesses in your area begin seeing the benefits of your online network they will be happy to pay you to write for them. And compared to the hundreds and even thousands of dollars they are likely paying for newspaper, radio and television advertising, chances are you will get a fair price for your work here. I only charge a small fraction of what they would pay for comparable newspaper advertising and I I certainly can't complain with what I'm making. By following the ideas I am about to lay out, you can create your own online business network and make some decent money in the process.
Pick a target community
The first thing you need to do is designate a business area where you can begin focusing your efforts. A small city with a defined downtown business district with at least 20 businesses is a good choice. If you live in an urban area choose a particular business district or block to focus on. And if possible stay in familiar territory. The closer to where you live the better because you will likely be doing onsite interviews and photos for your stories. And if you can do it in an area where you are already familiar with the people and businesses the better off you will be as well. Just try following that whole concept about writing on what you know and you should be okay. The more you know your area more success you will have getting your online business community up and running.
You might write for free at first
You will likely need to start by giving a discount to the first five or so businesses you write about. You might even consider writing them for free to get the ball rolling. Try to be diverse in the businesses you choose at first so businesses that you approach later on have a variety of examples to look at when considering whether to buy your pitch.
Write with timelessness in mind
When writing your stories you want to choose topics that will remain pertinent for readers during every season and for years to come. Talking about a store's grand opening is great for the local newspaper but it means nothing for an online story that will be on the Internet when that same store is entering its fifth year in business. Now there are instances where the business owner may insist that you mention that grand opening and in those cases you should keep the customer happy by writing what they wish but be sure to explain to them why you discourage it.
Research your subject
Before doing your interviews do your research on the business. Ask them for copies of marketing materials they use or any stories written in the past. Study their Web site, if they have one. Walk through the business and see what is unique about it. I did a
story on a Native American artist who displayed an American flag in the front of his gallery. After seeing the flag on my first visit to the gallery, I remembered it during our interview later on and asked him about it. He told me a story about how he was given the flag by an Army unit stationed in Iraq as a thank you after he designed bear claw necklaces for every one of the soldiers in the unit. It was an observation I made while walking through his shop that became a great lead to a interesting Story Site story that would eventually help drive traffic to his site and customers to his gallery.
Photos make the story
Photos are the second most important element beyond the story itself. And in some cases, with the right photographer shooting, a photo can stand alone and tell the story without words. Catchy headlines and good writing can only do so much to capture a Web visitor's attention. Photos will grab a curious person's eye, pulling them into the story to read and learn about the business. So take plenty of photos. Try to have people in them whenever possible and write a caption below each photo sharing with your readers what is in the photo. The more information you give the better it will work to attract and keep the attention of your visitors. And the longer they stay at your Story Site the better chances they will find interest with the business and find out where it is located and the hours it is open - all information that should be included in the story.
Getting visitors from online to onsite
The story itself is a nice way to convey useful information to prospective customers, but the main objective of the story is to lure those people from behind their computers and into the business. So be sure to prominently display 1) the store's complete physical address, 2) any phone numbers and 3) the hours they are open. If the business has Web site and e-mail links include them as imbedded link with the rest of the contact information. Be sure to include exact directions to where the business is located with a MapQuest or other online mapping link. So if the business is at make sure there is a link in the contact information leading straight to that location on a MapQuest page. The bottom line is - short of driving them there yourself - make it as easy as possible, using direct links and accurate information, for the visitor to find everything they need to get to that business.
