Skip to content
Tweak Your Biz home.
MENUMENU
  • Home
  • Categories
    • Reviews
    • Business
    • Finance
    • Technology
    • Growth
    • Sales
    • Marketing
    • Management
  • Who We Are

Find New Customers By Telling Your Business’ Story

By Susan Guillory Published July 12, 2013 Updated October 2, 2022

After reading John Jantsch’s book, 

It may be that I’m simply too close to my own company, but after reading this, I couldn’t think of a single story to tell. Can you relate?

But then I thought harder. I realized I had a Passion Story about working for two crazy bosses in a row, and how I wanted to help small business owners grow their businesses — on my own terms. And then I realized that when I send my clients sweet little gifts for Egg’s birthday each year…that’s my Personality Story. The name of my business is a story. How I love meeting business owners who are as passionate about what they do as I am about what I do is a story.

Suddenly, I had my stories.

Now the question is: what do I do with them?

Derbhile Graham suggests using the stories in marketing materials – Telling the Story, Selling the Story. I have the “how we came up with our name” story on our website, after so many people asked. (It’s a good story!) And I’ve talked about the gifts we give for our birthday in blog posts. So maybe I’m not too far off from where I should be in using stories.

Finding and Telling Your Own Stories

What about you? Are you working so hard in your business that you can’t see the stories? Take a step back and look at your business from someone else’s eyes. What stands out? What do people ask you about? Why are you running your business? We all stumble into entrepreneurship one way or another, so maybe that’s your story.

Realize that stories are what makes your brand unique. They make you human. Otherwise you’re just another company with no personality. Make those stories speak for you. If you’ve got employees, tell their stories. Business filing service CorpNet.com does a great job of this on their blog, where they feature different employees and share their stories.

You can even ask your customers what they see your story as being.  Another useful piece in Jantsch’s book recommended asking the following questions to customers:

  • What made you decide to hire us in the first place?
  • What’s one thing we do better than others you do business with?
  • What’s the one thing you love the most about what we do for you?
  • What’s the one thing you don’t have from any other source that you wish you could find?
  • Do you refer us to others, and how do you describe us, if so?
  • What would you Google to find a business like ours?

After asking clients these questions, I uncovered more Value Proposition Stories, and now I want to strive to deliver even better results, knowing what customers love about us.

So go out there, find your stories, and start sharing them!

Did you like this article?  

Tweak Your Biz

  1. Please share it with your network, we’d really appreciate it! 
  2. Would you like to write for Tweak Your Biz? Or sign up for our RSS?
  3. An outstanding title can increase tweets, Facebook Likes, and visitor traffic by 50% or more. Generate great titles for your articles and blog posts with the Tweak Your Biz Title Generator.

Connect with Tweak Your Biz on:                      

Images:  “stories, memories, histories words – collage of isolated text in letterpress wood type printing blocks  / Shutterstock.com“

Posted in Marketing

Enjoy the article? Share it:

  • Share on Facebook
  • Share on X
  • Share on LinkedIn
  • Share on Email

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, including How to Get More Customers With Press Releases, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Tweak Your Biz. Follow her on Twitter

Visit author twitter pageContact author via email

View all posts by Susan Guillory

Signup for the newsletter

Sign For Our Newsletter To Get Actionable Business Advice

* indicates required

Related Articles

Marketing
Technology

Show Up in AI Overviews with Yelp SEO

James Harding August 7, 2025
Business
Marketing

5 Key Marketing Lessons B2B Brands Can Learn From D2C Marketers

Garrett Smith July 30, 2025
Marketing

How to Use Coupons Effectively in Your Marketing Strategy?

Chad Wyatt July 9, 2025

Footer

Tweak Your Biz
Visit us on Facebook Visit us on X Visit us on LinkedIn

Privacy Settings

Company

  • Contact
  • Terms of Service
  • Privacy Statement
  • Accessibility Statement
  • Sitemap

Signup for the newsletter

Sign For Our Newsletter To Get Actionable Business Advice

* indicates required

Copyright © 2025. All rights reserved. Tweak Your Biz.

Disclaimer: If you click on some of the links throughout our website and decide to make a purchase, Tweak Your Biz may receive compensation. These are products that we have used ourselves and recommend wholeheartedly. Please note that this site is for entertainment purposes only and is not intended to provide financial advice. You can read our complete disclosure statement regarding affiliates in our privacy policy. Cookie Policy.

Tweak Your Biz
Sign For Our Newsletter To Get Actionable Business Advice
[email protected]