Narrative content for SMEs

Every SME has a story to tell that can have a direct or indirect impact on its core business. It could be a story that motivates staff to deliver exceptional service, or a story that drives customer loyalty. Or taken from a different perspective: if people are going to talk about your business, what would you like them to be talking about?

In a competitive market, people don’t buy products, they buy stories. Local history can provide a unique narrative for SMEs in the wine and tourism industries.

Narrative technique and storytelling may feel like buzz words, partly because SMEs find it difficult to connect the concept of storytelling to the nuts and bolts of running a business, profit margins, and managing staff. However, authentic corporate storytelling can give an SME an edge in very competitive markets, where companies are offering a range of competitively priced products of a similar quality.

Emotions build trust

Facts and power-point presentations communicate essential information, but emotions build trust. Christine Comafort, a neuroscience expert and author of Smart Tribes, writes that 90% of human behaviour and decision-making is driven by emotions.

People tell and re-tell stories to share relatable information, and people listen to stories to make decisions. A good story is always authentic and transparent and has the ability to engage people on an emotional level. Storytelling can therefore be an effective way to build engagement and trust in an SME’s products and services, and to communicate an SME’s brand. Good stories are also good for company morale because they have the ability to motivate and inspire employees.

I would love to help you tell your SME’s story