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What’s your story? Storytelling for small businesses

Next month the Bordon Hub has a focus on content and communicating your company’s story. Whether it’s through PR, publishing blog posts or writing engaging copy, telling a story about you and your business is the most effective way to engage customers. We’ve got PR gurus, blogging experts and copywriting maestros delivering talks and workshops throughout May, so if you need support book your seat at the Hub!

All Bordon Hub events are listed here.


The importance of storytelling for business

When asked about your business what do you say? Do you go for the “what” approach, explaining what your product or service is; the benefits, the stats, and how your offering works. Or do you take the “why” approach selling your business through your unique story of why you are here.

The thing is that most of us aren’t all that interested in what your product or service does on first point of contact. Save this until you’re actively asked for details. This is true in all kinds of scenarios. For example when someone visits your website, you meet another business owner at a networking event or a potential customer walks through the door of your premises.

We all want to hear a good story. We want reasons to engage with a business and the people behind it, we want to make a connection. But why? If someone asks you “what do you do?” surely they don’t want a story about the inspiration behind your business? Well, I think they do. Not necessarily the whole story, but enough for them to want to know more.

Storytelling for business owners

Many of us sell products or services that are a solution to a particular problem. Here at the Hub we provide business training and support, designed to solve specific issues small business owners have.

Essentially, my story is that I have run a number of small businesses, some successful and some less so, but all could have benefited from the services we provide at the Hub. Secondly, I am passionate about my local community; being an active member of it, getting involved with local causes, making it a better place to live and do business in, so my story combines the two in the creation of a local business hub.

From the offset this story (the reason why I’m here) has driven the business. I have got tremendous support from others because they have “bought into” my story; whether they have shared similar experiences, are motivated by the same goals or are inspired by the Hub concept and want to be part of it.

As the Hub has become more established I can retell my story for the benefit of business owners who find they need our services, even when they don’t know they do! By explaining what makes me tick and why I’m passionate about what we are delivering at the Hub, they can clearly see the benefits of our services and that we provide a solution to the problems they face.

Telling your story humanises your business

Whatever stage your business is at and whether you are looking for investment, suppliers, retail outlets, staff or customers, people want to know about you. A business can’t be trustworthy, reliable, creative, flexible, innovative (pick your adjective), only the people in it. And to demonstrate these qualities you have to do more than make grandiose claims, you need to be able to back these up. Your story can do this.

So what’s your story? Does your website, marketing and other communications tell your story and engage those people you would like to do business with? If not, perhaps it’s time to clarify in your own mind what your story is and how to change the way you talk about yourself, your team, or your product in ways that people can really relate to.

There are many ways you can tell you story, from changing your ‘elevator pitch’ when networking, rewriting your ‘about us’ page on your website, regularly publishing blog posts and finding PR opportunities to get your story in front of prospects. If you need help with this, make May 2019 the month you develop your storytelling skills and come along to our Hub meetings!

Find event details and booking here.

About the Author Emma Selby

Emma Selby is the founder of the Bordon Hub and Managing Director of SiGNAL. She is also a serial entrepreneur and social media trainer, bringing her experience and expertise to the Bordon Hub business growth programme.

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