Running a small business is more than just spreadsheets and sales targets. It’s about passion, grit and a whole lot of heart – and those, my friends, are the elements of a story worth telling.
What exactly is my small business story?
Think of your favourite brands. What comes to mind? Probably not just their products, but the feeling they evoke in you when you make a purchase. That’s the power of your story.
Your small business story isn’t about optimizing a social post for an algorithm; it’s about connecting your story with human hearts and minds. Think inspiration over information. Sharing over selling. Even in a noisy, busy world, we’re all willing to slow down and listen to a compelling story.
Why tell my story?
Because it’s probably awesome, that’s why. But if you need further convincing, here’s what your small business story tells shoppers about your brand. It says you’re:
Authentic
I know this is a buzzy word, but people do connect with people. Sharing your story humanizes your brand, builds trust and loyalty, even shows authenticity. It lets your customers see the real you – all those struggles, triumphs, passions that fuel your business.
Thoughtful
Facts tell, but stories sell. A compelling narrative can tap into your audience’s emotions, creating a deeper connection, showcasing similar values and fostering loyalty.
Unique
You might sell similar products or services as others, but your story is uniquely yours. It’s your secret weapon in any marketplace.
Ready to unleash your inner storyteller? Here’s how.
That blank page or screen staring back at you can be intimidating. But fear not – let’s walk through some of the thinking necessary to tell your story, including tips and exercises to get you started.
Find your “why”
Your “why” is that quotable scene in your movie, that powerful line of your novel, the catchy hook of your hit song. To find it, dig into the roots of your entrepreneurial journey and uncover the purpose that fuels your work and started your business.
Exercise: Explore your “why”
Take some time to reflect on the core motivations behind your business. Ask yourself:
- Why did I start this business?
- What problem am I solving?
- What impact do I want to make?
- What keeps me going on the tough days?
Write down your answers, even if they seem messy or incomplete. This exercise will help you identify the heart of your story and connect with your passion.
Find key moments
Simply think about the pivotal moments in your business journey: Your “a-ha!” moment. First big sale. That time you almost gave up — but didn’t.
Exercise: That spark of genius
Every business has turning points – moments of inspiration, innovation or resilience that shape its trajectory.
Recall a specific instance that significantly impacted your business, whether big or small. Write down the event, the emotions you experienced and the lessons learned. Ask yourself why it sticks with you to this day. You have now identified the turning point of your business.
Keep it focused on you
You are the hero of this story. That makes a lot of people uncomfortable, but honestly and vulnerability are appreciated (and rewarded) by customers. Don’t tell them why they should buy your product; tell them why they should buy into you and your dreams.
Be yourself
Whether writing on a page or speaking to a camera, talk directly to your audience in a voice that feels natural and genuine. Avoid overly polished or corporate language. Let who you are shine. Are you thoughtful? Be thoughtful. Are you funny? Be funny. Don’t be afraid to let your personality be a part of the story.
Listen to others
Sometimes, others have insights into your brand that you might overlook yourself. Incorporate those ideas into your story.
Exercise: Seeing through their eyes
Choose a satisfied customer and reflect on their experience with your business. Consider:
- What problem were they facing?
- How did your business help them?
- What was their reaction?
Write a short story from their perspective, highlighting the positive impact your business had on their life. This exercise will help you see your business through your customers’ eyes and identify stories that resonate with your target audience.
Keep it concise
Attention spans aren’t getting longer.
Putting it all together
It’s time to weave these elements into a compelling narrative. The above are building blocks — your small business story is the result of stacking them together. Here’s how to construct your story:
The foundation
Use your “why” to establish your purpose and provide the main theme for your story.
The walls
Build upon that foundation with your key moments. These details add depth and make your story relatable.
The windows
Let the light into your story with customer feelings about your brand – real-world examples that demonstrate your impact and build trust.
The roof
Cover it all with your unique personality. Speak genuinely and let your passion shine through. This creates a lasting connection with your audience.
Remember, your story is unique and, as such, there is no one way to tell it. I promise, however, that if you speak about your small business story with the same passion and fire it takes to operate your small business, then you will be fine. I am not alone in saying I cannot wait to hear your story.