“Find your voice,” say the top bloggers. Some businesses don’t need to find it; it’s the only one they have, as in this example.

Like most newspapers, the U-T San Diego is changing fast. The paper-based press has to move fast to keep up with the news cycle, and even faster to stay in business.

Other than its ham-handed attempts to manipulate the local electorate, most of its changes make sense to me, none more so than a “Featured Service Provider” callout on page one of the Shopping+Services section recently. Picked at random (or not) from the section’s Services Directory is West Coast Fence, whose marketing communications – not advertising – reads like this:

My name is Javier Hernandez. I am the owner of West Coast Fence Co. I started installing fences in 1970. I am 5 years old in this photo. This is when my father, who was also a fencer, purchased his first truck. Throughout the years, my five brothers and I helped him install fences throughout the West Coast. I received my contractor’s license and started a branch in San Diego five years ago. I will go measure your fence and install it. Just like I have done for the last 40 years.  Lic#906613  619-471-6852

What else is there to say in 100 words or fewer? It’s more like a backgrounder than a fully developed piece of content marketing, but in a blogosphere that urges us to find our ideal writing voice, Javier doesn’t have much searching to do, does he?

Can you tell your organization’s story as simply as that?

photo credit: Javier Hernández