Powerful storytelling for small business owners 2022

Storytelling for small business owners, like branding, is creating a buzz in 2022. You may recognize big brand stories that inspire recognition and identification – and that spur sales. How does this happen? Well, big businesses have huge budgets and do a lot of research. By identifying the needs, aspirations, and problems of their targeted markets, they tailor their brand stories to appeal accordingly.

Nike never says, we sell athletic shoes. Instead they harness people’s emotions to build their brand. You, as a small business owner, might not have the budget for advertising, video production, or acquisition of music rights, but you can still learn some lessons in storytelling from the big boys.

Where should you start your storytelling journey?

You need to create a buyer persona, so that you can determine who you will be talking to. Your brand voice – the way you address your audience – will build upon that. The way you speak to urban men in their fifties who buy luxury cars varies from the way you would speak to suburban moms in their thirties who buy SUV’s.

Your voice, your images, your message need to be aimed specifically at your targeted demographic or your marketing efforts will fall flat.

What should you include in your story?

It’s never about you. It’s all about what you can do for them.

• You will solve a problem that they have
• Shared values. You will emphasize what is important to them-for example you are selling electric cars to a demographic that cares about the environment
• Service. You will provide better service than your competitors
• Quality. Your service or product is better than your competitors’
• Location. Your business is local and geographically desirable

How should you craft your narrative?

Pick one of the categories above. Now you will use a real life example of how you provided your service or product to a customer/ client. The five elements of a story include:

• The characters
• The setting
• The plot
• The conflict
• The resolution

Here is one of my favorite examples of storytelling. In the video, Ed Church tells the story of his love for the open road, freedom, and his first motorcycle. He goes on to say that he sold his motorcycle when his daughter was born. Decades later, he found his motorcycle for sale on eBay, lost the bid and was heartbroken. A year later, the bike came on sale again and this time he was victorious. This story was so moving, sincere, and seamlessly told, that I didn’t realize that eBay was being advertised.

Sample of Great Storytelling

How to start writing the script:

• Everyone has stories. Think of one that would resonate with your audience
• Go to Pexels and look for free images that would illustrate the text
• Incorporate the five elements of a story. Describe the main character, the setting, and start to develop the plot. The add the conflict and the resolution.

What to emphasize while telling your story?

You want to grab your audience on an emotional level. And you do that by using certain power words that trigger emotions. You also want to take them on the proverbial hero’s journey, which is the age old template of a hero who goes on an adventure, learns a lesson, wins a victory and is transformed by the experience.

Where are you going to use storytelling?

• On your website. Your website is your most important asset. It is your home on the Internet, where you can tell people about your business and sell them products and services.
• Your social media. Determine which channel is most relevant to your business and begin your storytelling journey there. You will choose the right platform or platforms for your business based on your target audience. Sproutsocial gives a breakdown by age and gender
• Ads
• On your landing page

Develop more than one story

Over time, you will need to develop more content. You will need to create prequels and sequels to your original story. You will also launch new services or products. Be authentic and honest. People love to hear stories about challenges and how you or your customers overcame them.

Engage your audience

You aren’t just sending information out. On social media, if you are doing it right, you will engage your audience in a conversation. They are participating, not just absorbing information. They might want to ask you questions or talk about you and your business. Engage with them. Help them understand anything they are confused about. Sometimes, they will criticize you, so you must figure out a way that you can deal with that productively.

Synopsis: Storytelling for small business owners

• Storytelling isn’t just for big brands
• Small business owners can tell great stories in order to bond with their audience and stand out from their competition
• Craft a story that appeals to your targeted audiences on an emotional level
• Use the five elements of storytelling to develop your narrative
• Use your story on the ABOUT Page on your website, landing page, ads, and your social media
• Use interesting images or video to engage users

I’m Lily Temmer and I create branded, SEO optimized websites for individuals and small business owners. If you need a branded website, complete with story development, get in touch with me.