Sharing Your Small Business Story
As a small business owner you most likely have proofread and perfected the “About Us” section of our business. But what many SB owners are missing is a “How We Became Us” explanation. Sharing your story humanizes your brand, it puts your guard down and establishes a foundation to build a loyal following. Most important, sharing your story affords your business the invaluable opportunity to make a real connection with your customers.
Most people might not know this but: NASCAR started from bootlegging activities and Coca Cola was first sold in a pharmacy, with the idea that it could cure certain diseases. After a scientist left for vacation, he came home to discover Penicillin in a forgotten Petri-dish, Gatorade was invented by a college football team’s doctor, and Silly Putty was the result of a WWII experiment. Almost every business grew out of interesting beginnings, trials and errors. Start your story telling process by remembering your first steps, and possibly your first fumbles.
Why You Should Open Your Book
Stories can surprise customers by regaling them with details they never knew before. The stories of the past can rejuvenate the pioneer spirit in your customers and intrigue them to learn more. It opens you up to be vulnerable while making those who are listening feel more connected to your brand. Storytelling statistics: 70 percent of consumers say content marketing (like storytelling) makes them feel closer to the company.
How to Turn the Pages
You might be considering sharing your business’s unique story …now, how exactly do you do that? Remember that all good stories are driven by characters; in this case, the main charter is your business. Explain to your customers how your business idea was conceived. Then, detail certain obstacles and explain how your business overcame them. Finally, close your story with a recap of things today. Offering clients this type of well-rounded perspective will align them with your brand, and may even motivate them to share their new knowledge with others. In addition to recapping on today’s market, you might also include plans for the years to come. This positions your business as a living entity with hopes and dreams for a dynamic future.
Places to Share
Your company’s website is a great place to share your story. Not the literary type? Your story doesn’t have to be limited to words, instead upload a photo library of the past and present. You can show off your behind the scenes happenings and pictures of your staff too—this will instantly connect customers. Another option is to detail your story through an inforgraphic which is a quick and visually pleasing way for people to understand where you came from and where you hope to go.
Connect with your customers, and share your small business story today.