“The one thing that you have that nobody else has is you. Your voice, your mind, your story, your vision. So write and draw and build and play and dance and live as only you can.” – Neil Gaiman

You and your small business have a story to tell. Whether you sell hiking gear for the Outback, or you offer an airport shuttle service in Sydney, your customers want to relate to you on a more personal level. 

Telling them a story, and involving them in your everyday narrative is what could make or break your next sale. 

Why use stories for small business marketing?

Would you prefer to be told to:

  • Listen to your parents
  • Don’t talk to strangers
  • Stick to the path
  • Keep your wits about you
  • Learn self-defence

Or would you rather read Little Red Riding Hood

Stories capture our imaginations, and help teach us lessons, or solve problems in a memorable and creative way. Using storytelling as part of your marketing strategy for your small business is a technique that could take you ten steps ahead of your competitors. 

5 Key steps to telling your small business story effectively 

  1. Define your audience: Before you start telling your story, you need to know exactly who you’re speaking to. Who are your customers? Are they parents? Businesspeople? Young or old? Male or female? High or lower income? What online platforms are they most likely to use? 
  2. Identify your customers’ problems: Now you know who you’re speaking to, what common ground do you and your customers share? What problem does your small business help solve? 
  3. Share the solution: Take your customers on a journey. Let them get to know who you are, why you started your business and your personal experiences. Share your relatable ups and downs. Convince them that your experiences allow you to understand their needs best. Then gently present the solution to their problem. 
  4. Don’t try a hard sell: Stories are for building your image and your character, and developing a more personal relationship with your customers. Stories help you become more relatable, so focus on your online personality rather than the sales (they will come later).
  5. Use tools to enhance the story: Keep your customers engaged with imagery. Build infographics with online tools like Canva, or invest in a videographer who can help you put together some personal interviews. These will help make your story more memorable and interesting.

Struggling to figure out your small business’s story? Or do you know what you want to say, but don’t know how to say it? Hunter & Scribe can help. Our team of experts is available to craft an iconic story and brand for you. Get in touch: [email protected].