Worksheet: Craft Your Business Story
Every small business has a story—but not every business knows how to tell it in a way that attracts customers. In today’s experience economy, you’re not just competing with other local businesses. You’re competing for attention. The right story can stop someone from scrolling, make them click “Book Now,” and ensure they talk about your business for years to come.
If you’ve never written your story before, this simple worksheet will walk you through it step by step. Grab a notebook, or copy these prompts into a document, and start crafting a narrative that will set your business apart.
Step 1: Your “Why” Statement
This is the heart of your story. People don’t just connect with what you sell—they connect with why you do it. Ask yourself:
Why do you do what you do?
What inspired you to start?
Your “why” builds trust and helps customers feel connected to your mission.
Step 2: Your Setting
Where your story unfolds matters. The backdrop of your business adds depth and makes it memorable. Consider:
Where does your story take place?
What unique details about your community, building, or location can you highlight?
From a family farm to a historic storefront, your setting can become a character in your story.
Step 3: Your Customer as the Hero
Here’s the secret: your story isn’t really about you—it’s about your customer. They’re the hero, and your business is the guide that helps them succeed. Ask yourself:
What transformation will they experience?
How will they feel before, during, and after working with you?
When customers see themselves in your story, they’re more likely to take action.
Step 4: Your Emotional Hooks
Great stories stick because they make people feel something. Decide which emotions you want to inspire:
Joy
Nostalgia
Peace
Excitement
Pride
Your emotional hooks should show up in your copy, visuals, and customer experience.
Step 5: Your Call to Action
Every story needs a next step. Once you’ve captured your customer’s attention, guide them toward action. Consider:
Do you want them to book a tour, make a purchase, or sign up for your email list?
What’s the simplest next step they can take after hearing your story?
A clear call to action ensures your story isn’t just memorable—it’s profitable.
Final Thoughts
Your business story isn’t just something you tell once. It’s the foundation of your marketing. From your website to your social media, your story should be woven into every touchpoint.
When you do it well, you won’t just stand out—you’ll create loyal customers who feel connected, inspired, and eager to share your story with others.
Want help bringing your business story to life? At The Social Handle, I work with small businesses to craft stories that connect and convert.