In the world of small business, there's a superpower that often goes overlooked—it's not about who you are, but the captivating STORY behind your business. It's what makes you unique, the 'why' behind your brand, and how it offers solutions. We don't just buy products; we connect with them on an emotional level. We imagine our lives enriched by them. So, let's dive into a story...

Would you remember Option 1 or Option 2:

OPTION 1: Running a business has its challenges, but it's worth it. Keep going.

OPTION 2: It's a Friday night, and instead of margaritas and dancing, I'm surrounded by boxes, salvaging my Christmas order gone wrong. It was a mess, but we turned it into an opportunity by being authentic and sharing our story (after drowning our sorrows with a few wines). The support poured in, and we gave back to the community by donated the stock to a local charity and were still able to get our orders out replacement stock out to customers before Christmas. It was a true Christmas miracle! And a perfect example of the thrill in business. If someone tells you that building a business will be all glamorous and easy, don’t believe them. It’s hard work but the lows are totally outweighed by the thrill of creating your own path and showing up authentically.

The answer is clear, right? Option 2 .

We remember stories because they connect. They engage us emotionally. They're authentic and real, just like our struggles.

When you add storytelling to your messaging and content it is 22x more likely to be remembered

Not to mention it helps in the decision-making process. A report from Harvard University found that 90% of purchasing decisions are made subconsciously and based on emotional connection. Emotional connection comes from trust and storytelling.

So you’re also more likely to convert your clients into a sale by using storytelling.

AND not to mention the average time someone spends on a website is 8-15 seconds. Yet, this is where all the information about your business is. So, how do you keep them captivated for longer? Storytelling and strong personal messaging.

That’s because storytelling makes your brand:

Captivating - pulls in your ideal customer
Memorable - at the front of their mind, even as they scroll
Trustworthy - builds an emotional connection to you and your brand

We’ve been telling stories since the dawn of time, with cavemen using cave paintings to communicate. As children we were taught that when you hear ‘once upon a time’ it’s time to sit down and listen up as something magical is about to happen. You’re about to be transported to another world. This means we recognise the significance of stories and that makes it a powerful way to connect and engage.

So how do we create a compelling story?

Commence with Your "Why" – Your origin story should kick off with the reason behind launching your business. What issue were you aiming to resolve? What stirred you to take that entrepreneurial leap? This forms the bedrock of your origin story, so ensure it's crystal clear and compelling.

Illuminate Your Journey – Once you've laid the foundation with your "why," it's time to narrate the tale of how you arrived at your present position. What obstacles did you encounter along the way? What triumphs did you celebrate? Your journey is what renders your origin story distinct, so be sure to shine a spotlight on the pivotal moments that have shaped your business.

Accentuate Your Values – Your origin story should also shine a light on the principles that steer your business. What are the values you uphold? What are your firm beliefs? Your values play a vital role in establishing your brand's identity and setting you apart from your competitors.

Stay True to Yourself – Authenticity is paramount when it comes to your origin story, just as it is in all forms of brand storytelling. Avoid concocting a narrative that doesn't align with your genuine self or your business's core beliefs. Your audience can discern insincerity, so remain authentic to your true self and values.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

In summary, storytelling in business is a hidden gem. It's magnetic, drawing your audience in and holding their attention. It brings your business to life, adding creativity and imagination to your brand.

If you want to unlock the full potential of this secret weapon and supercharge your business's profits, purpose, and community connection, meet Jess, your expert guide. Her Master Your Marketing program is your roadmap to success. It immerses you in a deep exploration of your business, offering clarity and unwavering confidence.

Your journey to marketing success starts here.

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