This week I celebrated my birthday. Birthdays as an adult have had a much different tone than they did as a kid. Am I right? Watching how excited my daughter is getting for her birthday (which is coming up next week!) reminds me of how excited I always was as a kid. And I absolutely LOVE how excited she gets when celebrating my birthday! I’d say even more excited than I am, haha!
My daughter gave me the sweetest gift – a Mommy puppy with her two baby puppies. (Check out the photo up above!) It was such an adorable and thoughtful gift. She said she chose it because it reminds her of me, holding her and her sister. I got to celebrate by going out to dinner with my family at Red Robin, with my free birthday burger!
Why do we share these types of memories with each other?
I think we like to share photos and memories with our friends and family because they help us stay connected. We like to see how many people “like” our posts on social media. And we enjoy getting comments from our loved ones. I love the fun little birthday messages that I get from my friends—whether online or by text. And I always enjoy reading and replying to every single one.
Storytelling is a huge part of my brand and who I am.
And this feels like a great opportunity to talk about why stories are so important for a small business. I’m sure you already see the correlation I’m trying to make: they help us connect!
People don’t always choose a business because of what they do.
There may be a lot of businesses that offer the same thing you do. Heck, someone else may offer it faster or cheaper. It’s important for you to stop and ask yourself, what makes my business different? How can I connect with potential customers and build trust so that they are willing to give me a chance?
It’s possible for that connection to start long before someone walks through your door, fills out your contact form, or picks up the phone to call you.
It starts with your story.
A few years ago, when I worked for a family owned auto repair shop, I remember the manager asking me why I chose to work there.
He never told me why he asked, but I had an idea. It was pretty obvious that when I started I knew nothing about auto repair. So I’m sure I looked a little out of place. From the outside, it may have looked like I took the job because it was there—not because I actually wanted to be there.
I understood how that might have looked—so no hard feelings.
But my answer was simple. I had known the family for a long time, and I knew they were good people. I also knew how people tend to view the auto repair industry—as unnecessarily expensive, and always trying to get as much money from you as possible.
And I knew that wasn’t true about them.
They were honest. They cared about people. They wanted to serve their community and make people’s lives better.
One of my goals in life: to connect good people with good people.
So while I was there, that became my goal—to help other people see what I could see. To help them tell their story. And that’s what I did!
I can’t tell you how many people I met during my time there who told me they enjoyed the posts and other content that I created. And it was such a pleasure to tell their stories!
It’s part of what gave me the passion to expand and offer this kind of work to other businesses.
Let me clarify: When I say, “story” I don’t mean a polished brand script.
I’m talking about sharing the real things that help people understand who you are.
- Why did you start your business and what have you learned?
- What do you care about or believe in?
- What matters to you when serving customers?
These things may feel too personal, but they are also part of your brand. And in my experience, they matter more than many business owners realize.
Think about how people make decisions.
Most of us have access to the internet in the palm of our hands. That means people often do a lot of research before they decide who they want to do business with.
They read reviews. They visit your website. Look at your photos. Find you on social media.
And consciously or not, they are asking these questions:
- Can I trust this business?
- Do these people seem genuine?
- Would I feel comfortable here?
- Do they seem aligned with what matters to me?
Facts and services help answer some of those questions. But your story helps answer the deeper ones. Your story helps people feel something. And those feelings will influence how they decide where to spend their money.
Some business owners hesitate to share more of who they are because they worry:
- Isn’t that too personal?
- Won’t that make the business all about me?
- Do customers really care?
I completely understand that hesitation. But sharing your story is much bigger than, “making it all about you.” It’s about helping people understand all the people behind your business.
There’s a difference. And that difference can build trust.
Some of the best businesses hide their best story.
This is something I’ve seen firsthand. Some businesses do incredible work! They care deeply, treat people well, and have values customers would love.
But if you looked at their online presence, you might never know it. Their website lists services. Their social pages post occasional updates. Their marketing explains what they do.
But none of that helps people understand who they are.
I think this is a HUGE missed opportunity. Because, in a saturated market, trust and connection can be what helps someone choose you.
Being Real Helps the Right People Find You
Not every customer will be your customer. And that’s okay! In fact, I think part of good marketing is being honest enough about who you are that the right people can recognize you.
When you share what matters to you—your values, your personality, and your approach, even parts of your story—you make it easier for aligned customers to connect. You stop trying to appeal to everyone. That makes it possible to help the right people feel at home.
And there is power in that.
Storytelling doesn’t have to be complicated.
It can show up in:
- Your About Page on your website
- The way you introduce your business
- The stories you share in blog posts
- Behind-the-scenes photos or videos
- Team milestones or customer moments
- Community involvement that matters to you
Sometimes it’s not about doing more. It’s simply sharing things intentionally.
This topic matters to me: I’ve seen how powerful trust and connection can be.
I’m a storyteller at heart. And I believe some of the strongest marketing doesn’t come from trying to sound bigger, louder, or more polished. It comes from being real!
If you own a business, I’d encourage you to ask:
- Does my marketing help people understand what I do?
- Does it also help them understand who I am?
There may be more opportunity in that second question than you realize. And that’s where better storytelling begins.
If you’ve made it this far, thanks for joining me in my next marketing series: Let’s Talk About Storytelling. If you’re interested you can also check out my previous series: Let’s Talk About Google.
In my next post, I’ll share a personal story of how showing, not just telling can be powerful in marketing.
And until we meet again: Make sure you keep, Living Your “One Day” Today!