Detroit City Wire

Humans seek connections in all aspects of life. For business owners, a well-crafted story is essential to forge these connections and ensure that their brand resonates with the target audience.

“People buy from people,” said Felicia Sinusas, Associate Director of Publicity at Harvard Business Review Press and a judge for the 2024 CO— 100: America’s Top 100 Small Businesses. “Businesses need to realize that their story will help establish trust and connection with their current and potential customers.”

Sinusas emphasized that entrepreneurs should not rely solely on a fantastic product or service to attract customers. “There may be lesser products or services out there, but if a competitor offers more compelling reasons for customers to buy from them, they might gain the sale,” she said.

She outlined five critical components for developing and framing a business story:

1. **The highs and lows of your journey**: Reflecting success as non-linear by including near misses and significant wins.

2. **Mistakes you’ve made**: Being open about wrong turns can communicate humility.

3. **Insights you’ve gained**: Sharing discoveries that others might find interesting or surprising.

4. **A point of connection with your intended audience**: Tailoring the tone of your story based on your audience.

5. **The thing that makes you unique**: Highlighting what sets your business apart from competitors.

Sinusas also provided tips for sharing small business stories effectively:

- **Find the best channels and formats**: Choose appropriate platforms based on your business type.

- **Consider the context**: Adjust your storytelling approach depending on the situation.

- **Share anecdotes that show who you are**: Include personal values supported by relevant anecdotes.

- **Tell your story often**: Use every opportunity to share your story through various mediums.

“Tell it again, and again, and again in different ways,” Sinusas advised. “This could mean referencing your core story as you talk about particular products or services and saying, ‘This is why we do what we do.’”