How to choose the BEST story for a blog post that supports your business.

Cathy Goodwin
4 min readMar 14

Small business marketing calls for storytelling with a purpose.

Photo by Federico Beccari on Unsplash.

Recently I was listening to a marketing expert I admire. I’ve been following him for years. His emails strike the perfect balance between marketing and informing.

While some marketing pros never send nurturing emails, his messages do. That makes sense: he’s an Educator Archetype.

Educators attract clients who want to pick their knowledgeable brains. They talk about themselves only to make a point.

In contrast, for Role Models, their “How I Did This” stories are the point. They’re making the promise, “I’m just like you. If I can do it, you can too.”

This Educator was talking about the types of stories a business owner could use in an article or email post. He suggested that we mine our backgrounds for article ideas.

Think of a childhood memory, he suggests. Or remember a time when you were new to your field. What mistakes did you make?

Another marketer uses a similar approach. She urges her clients to find a personal story — something as simple as a shopping trip or as complex as adopting a new puppy.

“Start with the story,” she says. “Then find a way to turn that story into a marketing lesson.”

Will the “start with a story” rule work for you?

1 — Very few strategies come in one-size-fits-all, whether it’s email subject lines or stories to share.

If you’re a small service business, the brand is YOU.

You can refer to the framework of the five archetypes, which I explain in this free guide.

Not all marketers benefit from sharing personal stories.

Sometimes these stories backfire, especially if they seem to go against your archetype or your ongoing practice.

2 — Apart from your style of marketing, your client relationships change over time.

Cathy Goodwin

Create a compelling marketing message that attracts your ideal clients through your unique selling story.