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When your customers feel personally connected to you, they are more likely to return and refer your business.

For small business owners trying to connect with their current customers and attract new business, sharing their company story through words, pictures, and video can be an effective way to make a personal connection.

A recent report found that 86% of consumers say loyalty is primarily driven by likeability and 83% of consumers say trust. In order for customers to like and trust you, they need to connect to who you are and what you’re about. Your business story is a key tool to building that connection.

Drafting a Story Your Customers Care About

Every small business has a story: why it was started and what it offers. Believe it or not, these details are important to customers (Remember the report on loyalty we mentioned earlier?). If you haven’t taken the time to write the story of your business or are simply intimidated by the process, begin with a simple description of what you do and why.

Not sure where to start? Fill in the blanks below and see what you come up with:

I started my business because….

  • I wanted to change ____.
  • I wanted to help ___.
  • I wanted to create ____.
  • I wanted to share ____.

Now that you have the “why,” think about who you are helping, what you are helping with, and the benefit they receive.

I help __________ with ____________ so that they __________.

Put it all together and you have your business story. For example:

I started my business because I wanted to create the local store my town was missing. I help shoppers find unique and handmade items so that they can give memorable, one-of-a-kind gifts to their friends and family.

More storytelling tips:

  • Your customers want to know how you’re different. Don’t be afraid to share what sets you apart.
  • Keep words simple and sentences short.
  • For a quick and easy brand, pick three words to describe your business. Then, use them over and over again. In the example above, we picked local, unique, and handmade.

From your website to brochures, the story of your business can build strong connections with your customers while sharing your passion with your prospects.

A Picture is Worth a Thousand Words

As more and more people research products, services, and businesses online before they make a purchase or set foot in an establishment, customers want to see what they are paying for and who they are doing business with.

In using pictures to tell your business story, you have three options:

  1. Take pictures yourself – a good low-cost option if you’re willing to learn something new
  2. Use stock photography – an option for backgrounds and branding photos
  3. Hire a professional – can be worth the investment for businesses that rely heavily on photos in their marketing

More photography questions answered:

The Magic of Movies

Video is quickly becoming a popular way to create and share business stories. According to recent statistics, YouTube reports mobile video consumption rises 100% every year while Instagram has 500 million active monthly users. Even with its rising popularity, video can also be intimidating.

Smart phones have made it easier than ever to add video as a storytelling tool, but it can be hard to know where to begin. Start with one of these ideas for your first video:

  • Introduce yourself (use your business story from above as a script)
  • Show a work in progress or share behind the scenes
  • Give a tour of completed project, new product, or feature
  • Announce news or a milestone event
  • Interview members of your team
  • Share your expertise with a how-to or tutorial

More video questions answered:

Crafting a compelling company story through words, pictures, and video can help you connect to your customers and ultimately engage them, drive sales, and contribute to your small business success.

Our mission at Swift Capital is to unleash the potential of every small business by providing them with fair and convenient access to working capital. We harness data and technology alongside personalized human expertise to see the true potential in every business. Did you like this post? Tell us what you’d like to see on our blog. Email us at [email protected]

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