Picture this: A local furniture maker posts a photo of a wonky bookcase that leans to the side and looks on the verge of falling down with the caption “Our first attempt at building furniture in 2016. Swipe to see our award-winning furniture today.” Which grabs your attention more—the story, or a generic “Best furniture in town!” ad?
That’s the power of storytelling in business, and I’m going to show you exactly how to use it.
Why Your Business Needs Stories
Let’s be honest—ads and marketing messages bombard your customers all day long. They scroll past most of them without a second glance. But when they spot a genuine story? They stop. They read. They connect.
They want to know the answers to the questions posed in the story. Why was that bookshelf so unstable? What has happened since then that resulted in an award-winning business? How did they even think to go into business with that first attempt? What made them keep going? Those are the kinds of questions stories pose. And it’s those questions that make people stop and read and engage.
Think about your own favorite small businesses. Maybe it’s the food truck owner who learned his recipes from his grandmother in Greece. Or the gem stone shop owner who couldn’t trek the wilds, finding beautiful rocks, but who still wanted to share his passion. These stories stick with you because they’re real, relatable, and human.
Finding Your Story Sweet Spot
The best business stories aren’t polished marketing spiels. They’re the genuine moments that show who you are:
- The problem that led you to start your business
- The mistakes you made and lessons you learned
- The customers whose lives you’ve changed
- The values that drive your decisions
For example, if you run a pet boarding business, don’t just talk about your services. Share the story of how you helped a socially awkward pup who loved humans more than dogs learn to get along with his own species. That’s the kind of story that makes pet owners think, “This is someone who really gets it.”
Turning Your Story into Sales
Here’s where many business owners get stuck. You might think, “Great, I have a story, but how do I use it to actually grow my business?”
Let’s break it down with real examples:
Social Media: Instead of just posting a photo of your product, share the story behind it. A course creator might post: “This unusual take on social media? A deep dislike of always being “out there” inspired it. Here’s how I brought my new system to life…”
Email Marketing: Start your emails with a quick story that leads into your offer. “Remember when I told you about my deep dislike of “being out there”? It got me thinking about how shy people connect, and it inspired our new course on handing social media as an introvert…”
Website: Your About page shouldn’t read like a resume. Tell the story of why you do what you do. What problem were you trying to solve? What dream were you chasing?
Making It Work (Even If You’re Not a Writer)
You don’t need to write like Shakespeare. In fact, it’s better if you don’t. Just write like you speak. Be yourself. Share the kinds of stories you’d tell a friend over coffee.
Make sure every story you use passes the “dinner test.” If you wouldn’t tell this story to a friend over dinner, then it isn’t a story you should use. (Note; This does not mean you should share deeply personal stories that you reserve for your close confidants. But it does mean the stories you use should be worthy enough for a dinner conversation. If they aren’t, then they probably aren’t engaging or good.)
Here are some easy ways to start:
- Ask customers to share their stories of using your product or service
- Record a quick message sharing how you made something (or a video, if you’re that kind of person)
- Share a mistake you made and what you learned from it
- Talk about your best client moment or worst and what you took away from the experience
The Secret Sauce: Authenticity
Here’s what sets great business storytelling apart: it’s real. Your customers can spot a fake story from a mile away. It’s that uncanny valley we all recognize when something comes from a bot instead of a human. Think about the last time you watched a video that had an AI voice track on it. You could pick it up immediately. The same goes for fake stories. Your audience knows the difference between you and ChatGPT.
When you share genuine moments, good or bad, you build trust.
The key lies in revealing the truth and in being vulnerable enough to share the whole truth, not just the facade. We all want to put on a good face in public, but sometimes we need to show the real us. Without the makeup and glow up. An honest story will make a bigger impact than a well-crafted fiction.
Your Next Steps
Write down three stories about your business:
- Why you started
- A challenge you overcame
- A customer success story
Pick one to share this week. Pay attention to which stories get the most engagement. Then do more of what works
Remember: Every business has stories worth telling. Your job is to share them in a way that helps customers see themselves in your journey.
The best part? When you tell genuine stories, marketing stops feeling like marketing. It becomes a conversation between friends. And that’s when the magic happens—when customers stop seeing you as just another business, and start seeing you as part of their community.
If you want to learn how to use story more effectively in your business, join the Figments & Fables email list (sign up below) and join our Student Only Facebook Group by downloading any of our products (even the free ones!).