When most people hear “storytelling,” they picture an influencer baring their soul on Instagram. But if you run a business—especially one rooted in community, service, or craft—storytelling doesn’t have to be personal to be powerful.
In fact, when done right, storytelling for small business is one of the simplest and most effective ways to stand out, build trust, and sell more—without spending a dollar on ads or saying a word about your private life.
So, how do you do it? Let’s break it down.
Why Storytelling Works (Even if You’re Not a “Natural” Storyteller)
If you’ve ever bought from someone because you liked how they made you feel, you already understand why storytelling works.
People don’t buy based on specs and stats—they buy based on how your business makes them feel. That feeling often comes from a sense of trust, shared values, or curiosity. And the fastest way to build that? A well-told story.
Storytelling helps:
- Make your business memorable
- Turn everyday moments into marketing
- Help clients feel like they already know you
Take our founder, Jonathan, for example. He once shared a short, off-the-cuff video about spending seven hours on the road with a client—visiting their locations, eating meals together, and having long conversations. That 45-second story sparked a call from a former client, who ended up inviting Jonathan out for lunch. That lunch led to a new contract.
No pitch. No perfect script. Just connection.
And that’s the power of sharing a real moment that speaks to how you work and why you care.
How to Find Stories in the Work You’re Already Doing
You don’t need a big “aha” moment or dramatic backstory. Some of the best storytelling for small business is hidden in plain sight.
Start by noticing:
- A customer who had a lightbulb moment after working with you
- A question you answer all the time
- A behind-the-scenes decision that reflects your values
- A mistake that taught you something worth sharing
- A win you’re proud of—big or small
For example, one of our clients, Regan runs a premier Canadian lumber remanufacturer business, Alpine Mouldings. During a coaching call, he casually mentioned that all their wood shavings get picked up by a local farm to use as animal bedding. It’s a tiny detail, but it tells a bigger story: they’re thoughtful, sustainable, and community-minded.
Another example? Another WMSH client posted a photo of a handwritten note they include with every online order. The note takes 30 seconds to write—but the post got shared, saved, and commented on dozens of times because it highlighted what makes their customer experience so memorable.
Your stories are probably happening right now. You just need to start paying attention—and begin using them intentionally as storytelling for small business.
Turning Small Stories Into Big Marketing Wins
Once you start spotting stories in your everyday work, the next step is sharing them.
Where? Pretty much everywhere:
- Instagram captions
- Email newsletters
- Landing pages
- Blog posts (like this one!)
- Even your About page
Not sure how to frame it? Try this: Problem → Story → Lesson → Invitation
Let’s say you run a small-batch coffee roastery. Instead of posting “New roast just dropped!” you could say:
“When a local café asked us to create a custom blend for their brunch menu, we knew we wanted something bold but smooth. After a few rounds of tasting (and a lot of caffeine), we landed on a dark roast with notes of cocoa and toasted hazelnut. It’s now their top-seller—and we love knowing it helps them create memorable weekends for their customers.”
You’ve just taken your audience on a journey. And even if they’re not ready to order a bag of beans now, they’ll remember your attention to detail, your love for collaboration, and the experience you helped create.
That’s what turns a passive follower into an active buyer—one thoughtful story at a time.
Want a Shortcut to Storytelling That Connects?
If you’re nodding along but still thinking, “I don’t know what story to tell…” — you’re not alone. That’s exactly why we created The Stand-Out Story Starter Kit. This free download gives you:
- ✅ 9 story prompts you can use without sharing personal details
- ✅ A plug-and-play story formula to use in captions, emails, or on your website
- ✅ Swipeable content starters to help you post with more confidence
- ✅ A cheat sheet on creating urgency without pressure
Whether you’re starting from scratch or just stuck on what to say next, this kit will help you turn everyday moments into scroll-stopping content. Download the Stand-Out Story Starter Kit and start building trust with the stories you already have!
You Don’t Have to Share Your Personal Life to Tell Powerful Stories
We hear this a lot: “But I don’t want to share my personal life online.”
Totally fair. And here’s the good news: you don’t have to.
Storytelling is not the same as oversharing.
You can tell meaningful, connection-building stories without ever mentioning your family, health, political views, or personal history. Here’s what that might look like:
- A photo of your workspace with a caption about why you set it up that way
- The thought process behind your pricing model or packages
- A client win you’re especially proud of (with permission)
- A behind-the-scenes process you’ve refined over the years
- A “mistake turned lesson” moment that makes you relatable
You’re still the narrator—but you don’t have to be the main character.
In fact, sometimes it’s even more effective when the spotlight is on the work—not the person behind it. You can build trust by telling stories about your process, your decisions, or your clients, without ever going beyond what you’re comfortable sharing.
Stand Out by Being Real—Not Loud
It’s tempting to think you need to be “everywhere” or have the flashiest content to stand out.
But what really sets you apart? Being real.
The most effective marketing doesn’t come from being the loudest in the room—it comes from being the one people feel they can trust.
That trust is built in the quiet details:
- A quick story about how you solved a problem
- A thoughtful insight on why you do things differently
- A peek into your creative process
- A kind word about a client you admire
These moments build familiarity. They help people feel like they know you, even before they work with you. And when it’s time to make a decision, that feeling of trust is often what tips the scales in your favour.
So don’t worry about being perfect. Just aim to be consistent, honest, and thoughtful.
That’s what truly makes your business magnetic.
Ready to Sell More with Storytelling? Let’s Talk.
You don’t need a slick campaign or a viral post to start using storytelling for small business. You just need to notice the stories already happening in your work—and be willing to share them in a way that’s true to you.
At We Make Stuff Happen, we believe your voice, your values, and your way of doing things are your greatest assets. And we’re here to help you show up with confidence, clarity, and connection.
Book an Espresso Virtual Coffee with Jonathan and let’s chat about how to bring your story to life using storytelling for small business—so the right people feel confident choosing you.
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