The non-stick pan with a story that stuck

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Don't talk to strangers!

Great advice if you're a small child walking to school on your own for the first time. But if you're running a business, strangers are exactly who you DO need to talk to.

More importantly, you need them to talk to you AND trust you enough to buy from you.

The problem is, how do you get a complete stranger on the internet to trust you with their money?

I learned the answer during a shopping trip that took an unexpected turn.

Here’s what happened….

A couple of years ago, my wife and I headed to the temple of consumerism known as Bluewater to get me some new trainers.

I’d booked one of those fancy gait analysis sessions and we were early for it, so we decided to kill some time by wandering around some of the other shops.

And that's how we ended up in the Le Creuset store.

As I'm sure you'll know from your school days, Le Creuset is the French for "expensive saucepans".

And this shop was very much a shrine to overpriced cookware. Everything was displayed like it was part of some huge art installation.

Once we were in there, my wife, with her knack for appreciating the finer things in life, spotted a sauté pan and promptly fell in love with it.

Her birthday was only a month away, so I made a mental note….

And, a couple of weeks later, I went back to Bluewater on my own to buy it for her.

The only problem was, I couldn't remember which bloody pan it was.

I wandered around the Le Creuset shop for a good ten minutes, staring at what seemed like hundreds of virtually identical sauté pans. They all looked the same to me - round, expensive, and French.

I was starting to panic a bit. Maybe I’d just have to present my wife with a homemade “IOU one saucepan” voucher on her birthday instead.

(Who says romance is dead?)

But then, luckily, I found myself standing near one particular display, and something clicked. I remembered we'd been standing in this exact location when my wife had stopped and said "Oh, that's lovely."

And, sure enough, there was the elusive pan right in front of me.

That’s when I saw the price tag.

£225!

For a pan!!

Was it even any good, I wondered? And was it good enough to justify that kind of outlay?

So I decided to consult the oracle we all turn to in times of uncertainty – Google.

And, lo and behold, while looking for some reviews of this particular sauté pan, I came across a company I'd never heard of….

….a company that was offering the exact same item for a significantly lower price (like about 30% less).

The idea of buying it from them and saving myself £70 was certainly tempting. But I was also worried it might be too good to be true.

The last thing I wanted was to give my wife a fake Le Creuset pan for her birthday. That wouldn't have gone down well.

(Bear in mind that I was already taking a risk by choosing my own present instead of just buying something from her Amazon wishlist like I usually do.)

Unsure what to do next, I started reading this unknown company's 'About Us' page on their website.

And here’s where things got interesting….

Because, instead of the usual dull corporate stuff, this About Us page contained a rich tapestry of the company's history.

A story about a long-established family-run business that, facing hard times on the high streets of various Surrey towns, had transitioned under the current generation into a modern, online business.

And, as I read on, my concerns about the company and its low prices disappeared.

It's fascinating, isn't it, how a well-crafted story can make you trust a complete stranger like me on the internet? 🤔

With newfound confidence, I called the company to check if they had the pan in stock – which they did.

I ended up driving a further 25 minutes to pick it up from their warehouse and getting stuck in horrendous M25 traffic on the way home, but at least it wasn't a wild goose chase.

The pan was genuine, my wife was delighted with it, and we've had some great meals from it since.

And now every time I see that pan on the hob, it reminds me of that whole adventure – plus the fact that dinner's probably going to be good.

But here's what really stuck with me about that experience – and why it matters for your business.

Most About pages are trust killers. They're boring, corporate, and tell you nothing about the real people behind the business. But this one was different.

Looking at it again (you can find it here), I can see exactly why it worked so well.

Instead of the usual "We are a leading provider of..." nonsense, it starts with the founder's childhood memories of his grandmother cooking Sunday roasts. It takes you on a journey from his early passion for food through to opening physical stores, then pivoting online when times got tough.

But here's what really made it work:

It was personal. You learn about Andrew, his background, what drives him. It feels like you're getting to know a real person, not a faceless company.

It showed vulnerability. They admitted to struggles and setbacks, which paradoxically made them seem more trustworthy, not less.

It had a clear mission. By the end, you understand they're not just selling cookware – they're on a mission to help people cook better and enjoy better food.

It felt authentic. No corporate jargon or marketing speak. Just a genuine story told in plain English.

So how can you apply this to your own business?

Well, like I said, most About pages are deadly dull. They list qualifications, years of experience, and generic statements about "providing excellent service". Yawn.

But if you can tell a story – your story – you'll stand out massively.

Here's what to include:

Your origin story. What got you started in this business? Was there a moment when you realised this was your calling? A problem you experienced yourself that you now solve for others?

Your journey. What challenges have you overcome? What have you learned along the way? People connect with struggle and growth.

Your mission. Why do you do what you do? What difference are you trying to make for your clients?

Your personality. Let your real voice come through. If you're funny, be funny. If you're serious, be serious. But be yourself.

The goal isn't to impress people with how professional you are. It's to help them feel like they know and trust you.

Because people buy from people they know, like and trust. And there's no faster way to build that trust than with a good story.

Bon appétit!
David.

PS – A couple of months ago I told this story to Lisa, a member of one of my group coaching programmes. She completely overhauled her About page as a result, turning it from a boring list of services into a compelling personal story about being made redundant and starting her own business to help other small companies thrive.

You can see her new About page here. Notice how she starts with vulnerability (the redundancy), takes you on her journey, and shows her mission to help others. It's exactly the kind of storytelling that builds trust with strangers online.

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