Storytelling as a Small Business Owner

You've probably heard that storytelling is a key way to market your services or products as a small business owner, especially in this era of social media, and it's true!

‍

There are two stories that you need to tell as a small business owner: your own story and your customer’s story. Telling your story allows you to demonstrate authority in your field and highlight connection points with your customers. Telling your customer’s story shows your customer that your product/service is for them and telling this story should be a large part of your marketing material.

‍

Most small businesses make the mistake of only telling their story and not telling it in a way that focuses on that authority and connection.

AUTHORITY BUILDS TRUST

We want to buy from people who have some form of authority in their field.

‍

For example, for a brand designer I'd want to know that they have experience with design so their story might tell me how long they’ve been designing, the areas they specialize in, or what education they went through to learn design. Another example for a product based business: for a jewelry maker, I'd want to know about the techniques they use to ensure my product will be high quality or what skills they have that make their products unique.

‍

It doesn't matter if you're self taught and don’t have a degree in your field. I don’t care if you just started making jewelry two months ago. You're out here doing the thing and I know there is a reason I should trust you. Make sure your story communicates that.

‍

CONNECTION POINTS ARE EVERYWHERE

Relatability as a small business owner is key, especially when marketing your products or services on social media.

‍

Connections points with your customers can be anything from your physical location, educational background, favorite music, fashion style, belief systems, etc. Your connection points don’t have to be related to what you sell and it’s probably better if they’re not because it’ll come across as more authentic that way. These connection points are everywhere and the best way to find them is to find is to share your personal story.

‍

Now this part of your story that focuses on connection doesn’t have to be part of the “About Me” section of your website. Instead, you can tell your connection point mini-stories through your social media content. Show your life, talk about your day, and give your customers an opportunity to say “wow, I totally relate to that!”

‍

THE MOST IMPORTANT STORY

The most important story is your customer's story, not yours.

‍

If you’re a small business owner, you need to read Building a Storybrand by Donald Miller. I have a blog post here that talks a bit more about why I recommend you read this book, but the short version is that this book will show you how to write your customer’s story and the importance of telling that story.

‍

We are self-focused creatures by nature, looking for ways to survive and thrive. Your marketing needs to communicate why your product or service isn’t going to help your customer survive or thrive.

NEED HELP WITH YOUR STORY?

I got you! My Stand Out brand package contains a full brand strategy package that will go deep into your business story and the story you can tell for your ideal customers. Book a discovery call with me so we can start chatting about how I can help you tell your story.

‍