SMEs
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Your immediate thought when you hear about marketing might include ads, SEO, and social media campaigns. However, there is one tool that outshines them all—your origin story. For SMEs, storytelling isn’t fluff. That is the difference between falling into the mix and creating a true brand that people give a shit about.
Now, let’s go back to how to turn your journey into the best marketing machine by implementing the best marketing strategies for business growth.
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Begin with the ‘Why’ — Not the ‘What’
People don’t buy products. They buy reasons.
Your origin story should realistically be less about what you sell and should more discuss why you started in the first place. Perhaps you were annoyed with what was available out there, an aspect of your life was problematic, or you noticed a market gap. This emotional grounding provides a stronger bond than product benefits ever can.
For example, a local coffee roaster did not only sell beans, they started because the founder was missing the smell of the coffee shop of their hometown. It was an emotional hook that kept the customers coming.
Make Your Customers the Co-Stars
Your story is not just your story.
Bring customers into your narrative. Draw on the moments when you used their feedback to shape your products or venture stories of how they have evolved with you along the way. If your audience sees a bit of themselves in your journey, they are sure to be repeat buyers and vocal advocates.
Keep It Human, Keep It Real
Genuine will always triumph over glitzy and glittery.
Don’t airbrush out the struggles. Showcase the late nights, early fails, and surprising turns When you show vulnerability, you gain credibility, and more credibility means more trust. Your audience will be with you because they crossed paths with the hard work behind the glitter.
Show the Transformation
All super stories experience an A and a B.
Tell the story of your business as most people will want to hear it, your growth story of how you moved from nothing to something that people have at least heard of, and are making a measurable impact. It’s not bragging, it is inspiring. Seeing progress makes potential customers instantly believe change is in the cards—for them, too.
Repurpose Your Story Across Channels
Your story contains more than just your “About Us” page.
- Social Media: Post little morsels that hit the heart and mind quickly
- Email Campaigns: Send your new email subscribers a welcome email that shares your journey
- Sales Decks: Your Story Makes Pitches More Memorable
- Videos: Short snippets to showcase your brand’s personality
Consistency is the secret; your story should read the same whether it be read, heard, or experienced visually.
Final Word
The origin of your SME is not merely a backdrop — it is a marketing tool to be used. Facts can be duplicated in a busy marketplace, but stories can not. When you craft your origin story as part of your brand, you really stop competing on price or features alone. Instead, you go up against meaning—and that is a game you can win at.
