Hi. Patric here. I run Grow Your Local Business Online newsletter. How’s your week been?

You’ve most likely signed up to this newsletter via the Cardiff Business Network, which with just over 3,000 members, just goes to show how many small businesses are out there, even in this small area.

The problem for many is that finding new clients can be a real challenge.

You’re pouring your heart and soul into your products, your services, your customers.

You know you need to be on social media, but let’s be honest about this: sometimes it feels a bit like shouting into a void, doesn’t it? You post a lovely picture of your latest creation, use all the right hashtags, and then… well, not much happens at all.

What if I told you the missing ingredient isn’t a bigger budget or a fancy camera? It’s something you already have in heaps.

It’s your story. 

Forget the hard sell for a moment. In the mind-boggling world of algorithm angst and endless scrolling, genuine storytelling is your secret weapon. It’s what transforms your brand from just another name into a relatable, memorable presence that people genuinely want to support.

I’ll give you an example. In 2007, a friend and I launched Living Magazines Cardiff. We had no capital, no experience, and no customers. Yet nearly 20 years later, we’d managed to turn it into a 6-figure, multi-award-winning business. I’ll be honest. We don’t tell it enough. It sometimes feels as if we’re blowing our own trumpet.

Yet it’s the story – your story – that’s the unfair advantage that you have over others.

Why Stories, Though?

Think about it for a minute. Our brains are wired for narratives. We remember stories far better than we remember facts or sales pitches. A story creates that emotional connection, and that connection is the golden ticket for a small brand. It’s the difference between someone thinking, “That’s a nice candle,” and “This is the candle made by the woman who left her corporate job to pursue her passion for fragrance; I really root for her!”

That’s the power you’re tapping into. It builds trust, fosters loyalty, and makes your brand, well, human.

How to Weave Your Story (Without Writing a Novel)

You don’t need to have a dramatic, film-worthy tale to tell. Your story is in the everyday details. Here’s how to find it and share it.

1. The ‘Why’ Behind the ‘What’

This is your foundation. Why did you start? Was it a moment of frustration? A passion project that grew legs? A desire to create something sustainable? Share that journey.

A post saying, “Five years ago, I was made redundant. With a pot of passion and a dash of desperation, I started baking. This Victoria sponge was my first ever sale. It’s still our bestseller!” is infinitely more powerful than just posting a picture of a cake.

2. Go Behind the Scenes

People love a backstage pass. This demystifies your process and shows the skill and care that goes into your work. Did you just get a delivery of beautiful, ethically sourced wool? Show it! Are you testing a new recipe for your brownies, and the kitchen looks like a delicious war zone? Show that too! This builds value and shows you’re a real person, not a faceless corporation.

3. Celebrate Your Customers’ Stories

Your product becomes part of someone else’s story. Share that! Feature customer photos and testimonials, but dig deeper. Ask them why they love your product. How does it fit into their life? A post celebrating, “Look how Sarah used our reclaimed wood shelves to create her reading nook!” isn’t just a testimonial; it’s a mini-story about transformation and style, with your brand playing a supporting role. It’s what I do all the time.

4. Embrace the Cock-ups and the Lessons

Perfection is boring and frankly, unbelievable. Sharing the occasional mishap, the lesson learned from a mistake, or something that didn’t go to plan makes you relatable. It shows authenticity and resilience. It says, “We’re human, we’re learning, and we’re one of you.”

Your Story is Your Superpower

The next time you’re about to post to social media, take a breath.

Ask yourself: what’s the story here?

Is it in the craftsmanship, the origin of your materials, the joy it brings, or the problem it solves?

Weave that narrative into your caption. Speak like you’re talking to a friend down the pub.

Be genuine, be passionate, and be consistent. Your story is the one thing your competitors can never, ever copy. It’s time to start telling it.

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