Beyond their immediate clientele, few ever revel in the incredible work they do and the impact they have on their communities. Instead of harnessing the power of storytelling and profile building to connect with potential clients, many continue to throw money into building a library of courses that they’ll never use or giving something a go once and then giving up. The truth is, the silent majority is selling themselves short, with plenty of low-cost or free marketing and profile building tools at their disposal.

I suggested to Fran that sharing her story could elevate her profile, allowing more people to discover the value she offers and how she can enhance their lives. “Oh no,” she replied, “I don’t want to appear boastful. And who would be interested in what I do?”

“Thousands of people who need the solutions you provide,” I answered. “Have you considered integrating profile building using articles and awards into your marketing strategy?”

“Who has time for that?” she sighed. “I don’t have a clue where to start. I lack the budget for marketing and PR, and I can’t afford to hire someone for it. Frankly, I don’t think I have anything worthwhile to offer.” Fran crossed her arms, indicating that the conversation was over.

Fran wished I would stop making a fuss about her accomplishments, while I yearned to convey that she held a remarkable story, one that would resonate with many. It’s crucial to remember that your product or service, your story, isn’t just about you. It’s about the people who need the solutions and opportunities you provide.

Over coffee, Fran changed the subject, sharing a story about a woman she was working with. I was captivated by the difference she makes in people’s lives. Her expertise spans mindset, leadership, and business systems. It was an excellent story, carrying all the elements of a compelling narrative – human interest, emotion, a touch of conflict, and immense significance.

Fran is not alone. Countless small businesses remain oblivious to the treasure trove of stories they possess and fail to realise the significance of storytelling in business growth. It doesn’t matter whether you call it marketing, PR, profile building, or content marketing; it’s all about letting people know who you are, what you do, and why you do it.

As Oprah once wisely said, everyone has a story; sometimes, we just need to get out of our own way to uncover those stories. 

Here are a few tips to help you find and share yours:

Problem solved: Make a list of all the ways your products or services help people overcome their life’s challenges. This list will serve as a goldmine of story ideas for media, social media posts, infographics, newsletters, and blogs.

Insights and observations: If you’re an industry leader, share your thoughts on your competitors’ decisions and recent news. The media is often keen on your perspective and there are many online publications looking for good quality, informative content.

Tell a story: Your story doesn’t have to revolve around you.  Share a customer’s/client’s journey and how you transformed their life or had an impact. Ask your customer/client if they’d be willing to join your story and be interviewed by the media.

Go hard: Do you have a contrasting viewpoint on a current or trending topic? Don’t shy away from sharing your perspective, as it might generate interest and debate.

Giving back: If your business, product, or service benefits the local community or local business people, your story can be a favorite among suburban papers, which adore showcasing small businesses, especially if it’s not a blatant sales pitch.

Lists and tips:  Chances are you are really good at what you do. Regardless of whether you have a product or service based business, you have insights into customer service, business systems, sales and all the other things us small business people are good at because we have to be. Make a list of things you know about business, what you do and create your own 5 tips for ….. article.

Your story has the potential to inspire, engage, and connect with your audience. Sharing it can set you apart in a crowded marketplace and lead to newfound opportunities and growth. There is no room in business for modesty. If you don’t share your story and the incredible work you do, who will?