What makes a small business story worth reading
The stories people finish, share and remember have a few things in common. None of them is a big budget.
We read a lot of small business stories. The ones that stick, the ones readers finish, share and remember, have a few things in common. If you're telling your story anywhere, on your website, in an interview or on social media, these are worth knowing.
A turning point
Every good story has a moment where something changes. Find your turning point and start there.
The layoff that became a launchThe customer who asked for something you didn't sell yetThe winter you almost closedSpecific details
“We care about quality.”
“We roast twice a week and print the roast date on every bag.”
Specific details make a story believable, and they make your business memorable.
Honesty about what was hard
Readers trust owners who admit mistakes. These moments make the success that follows feel earned.
The underpriced first contractThe hire that didn't work outThe product nobody boughtReal people
Name the regular who's been coming every Saturday for six years (with their permission). Mention the employee who changed how you work. Businesses are made of people, and stories are too.
A sense of place
Where you are shapes who you are. The neighbourhood, the street, the city's quirks. Local detail makes readers nearby feel ownership, and readers far away feel like they've visited.
A reason to visit
End with an invitation. What should a first-time customer order, ask for or look out for? Give readers something to do with the story.
What doesn't work
“Passionate”, “innovative” and “customer-focused” tell readers nothing.
That's what your website is for.
A story with no struggle has no tension, and no reason to keep reading.
Every Featured North interview is designed to draw these details out. See the questions, or apply to be featured.
Have a story like that?
We'll help you tell it. Interviews are free and written from your own answers.
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