This is Part 8 of our series: Building Buzz Through Word-of-Mouth Marketing
In this series, we’ll guide you through unlocking the power of word-of-mouth marketing for your local service business (inspired from the books Contagious by Jonah Berger and Talk Triggers by Jay Baer and Daniel Lemin).
In this post, we’ll explore Stories for better word-of-mouth marketing: How sharing your business’s story in a compelling way can turn facts into memorable moments that drive word-of-mouth.
- Stories: What are your stories?
- Align Your Business with a Charitable Cause
- example – Roofing for a Cure
- Share Your Business’s Origin
- Highlight Customer Successes
- Reveal Behind-the-Scenes Moments
- Illustrate Problem-Solution Scenarios
- Highlight Unexpected Moments
- Showcase Transformational Experiences
- Get Creative With Story To Make Your Business Memorable
- Align Your Business with a Charitable Cause
Stories
Humans are wired for storytelling. Stories resonate, connect, and make an impact in ways that facts alone cannot. This is why one of the most powerful tools in your word-of-mouth strategy is crafting compelling stories around your business—stories that your customers will want to share.
Story – Why It Works
Stories have the power to engage an audience on a deeper level by making your message relatable and impactful. A well-crafted story helps potential customers envision themselves experiencing your service or product, which makes them more likely to share their own experiences and talk about your business.
Crafting Stories That Resonate in Your Marketing:
- Align Your Business with a Charitable Cause
- Share Your Business’s Origin
- Highlight Customer Successes
- Reveal Behind-the-Scenes Moments
- Illustrate Problem-Solution Scenarios
- Highlight Unexpected Moments
- Showcase Transformational Experiences
Align Your Business with a Charitable Cause (using story)
Connecting your brand with a cause can create a strong emotional tie with your audience. Choose a cause that resonates with your business values and customers, and be transparent about how you contribute. Whether it’s donating a portion of profits, sponsoring events, or volunteering as a team, these actions create stories that customers love to share.
Example – Roofing for a Cure
A roofing company can craft a powerful narrative by sharing how a personal experience led to the creation of a community-focused initiative like Roofing for a Cure.
It all started when the founder’s child fell seriously ill and had to be rushed to the hospital. The heartbreaking sight of children battling for their lives inspired a passion for making a difference in any way possible. Watching families go through such tough times, the founder decided to combine their trade with a purpose: helping fund medical research for cancer treatments.
That’s how Roofing for a Cure was born—a program where, for every new roof installation, the company donates a portion of their profits to cancer research foundations. By aligning their business with a cause that resonates emotionally with the community, this roofing company turns every job into an opportunity to contribute to a bigger mission.
Share Your Business’s Origin (using story)
Every business has a beginning—why not share yours in a way that connects with your customers? This could be about how you started the business, a personal challenge you overcame, or a passion that inspired you.
Your business origin story doesn’t have to follow the typical “started in a basement” template. While some stories may sound relatable, they don’t necessarily create a lasting emotional connection. Instead, take inspiration from stories that pull at the heartstrings or demonstrate a real, life-changing moment that led to the founding of your business. People love to support businesses that have a purpose or a compelling backstory.
Highlight Customer Successes (using story)
Share real-life examples of how your service has positively impacted your customers. These stories build trust and provide social proof. Don’t be afraid to ask your customers to do a quick video or share a brief testimonial. A video of a satisfied customer can have a huge impact, making their story feel more personal and authentic.
Example: A cleaning company might highlight the incredible results they’ve achieved for a family that struggled with allergies by providing a deep clean that made a noticeable difference.
Example, a roofing company might share the story of a family whose roof was damaged during a storm, and how your team quickly responded, saving them money and preventing further damage.
These stories don’t just showcase your expertise—they emotionally connect with homeowners who might be facing similar situations. Share these stories on social media, your website service pages, and in emails. Including a testimonial adds authenticity to the story, reinforcing how your service has made a real difference.
Reveal Behind-the-Scenes Moments (using story)
Let customers see the human side of your business by sharing behind-the-scenes stories. This could be how your team prepares for a project, a day in the life of your workers, or the challenges you overcome to ensure a job is done right. These stories create transparency and authenticity, which can build stronger connections with your audience.
Illustrate Problem-Solution Scenarios (using story)
Craft stories around common problems your customers face and how your service provides the perfect solution. For instance, a landscaper could tell the story of a homeowner overwhelmed by yard work who discovered how your team helped them create an easy-to-maintain, beautiful garden with minimal effort. This type of story demonstrates your value and positions you as a solution to your customers’ pain points.
Highlight Unexpected Moments (using story)
Look for moments that go beyond the ordinary service and turn them into stories that are worth talking about. Maybe a plumber helped a family during an emergency and went above and beyond by bringing in extra tools or staying late to ensure the job was done right. Or an HVAC person fixing the broken AC after hours just in time for a wedding ceremony. Share these stories with a bit of humor or emotion. People love to hear about kindness and going the extra mile, especially when it’s unexpected.
Showcase Transformational Experiences (using story)
Look for opportunities where your team goes beyond the ordinary service to create memorable stories. For instance, a plumber might help a family during an emergency, staying late to ensure everything is fixed before a holiday gathering. Or an HVAC technician could save the day by repairing a broken AC just hours before a wedding ceremony at the client’s home. Share these moments with a touch of humor or emotion. Stories of kindness and going the extra mile resonate deeply, making them highly shareable and leaving a lasting impression on your audience.
Tip: Keep It Authentic
While it’s important to craft a story, authenticity is key. Customers can tell when a story doesn’t feel genuine or authentic. Stick to genuine, relatable narratives that feel true to your brand and your customer’s experience. The more honest and transparent your stories are, the more likely they will resonate with your audience.
Tip: Make Your Customers the Hero
You can turn your customers into the stars of the story by focusing on their needs and how your service solves a problem.
For example, imagine a pest control company who helped a family get rid of a major rodent issue in their attic. Instead of focusing solely on the service, the story could highlight how the family felt relieved and safe after the problem was resolved, giving them peace of mind in their home.
Stories – The Takeaway
When your product or service is embedded in a story, it becomes more relatable, more memorable, and easier for people to talk about. These stories don’t have to be elaborate—they just need to be authentic and resonate with your audience. The more your customers can see themselves in the story, the more likely they are to share it with others.
Incorporating stories into your marketing is a powerful way to humanize your brand, foster emotional connections, and make your message more memorable. Whether you’re sharing customer success stories, offering a behind-the-scenes glimpse, or telling the tale of your business’ origins, stories bring your brand to life in a way that’s far more engaging than simple facts. Take the time to weave narratives into your marketing strategy—it’s a proven way to make your message stick.
Get Creative With Story To Make Your Business Memorable
Stories are powerful tools that help your business stand out, build connections, and stay top of mind with customers. Think about the stories your business has to tell—whether it’s about the people you serve, the challenges you’ve overcome, or the unique way you deliver your services. What narrative can you create that wraps your expertise in a compelling, shareable package?
Ask yourself: What moments in your business inspire emotion, excitement, or pride? These are the stories your customers will remember and share. They could be about solving a problem, going above and beyond, or making a meaningful impact.
Take action now—gather your team or marketer and start brainstorming the stories that define your business. When you focus on storytelling, you create an authentic, relatable connection with your audience, turning satisfied customers into passionate advocates.
See Part 9 of our series on Building Buzz Through Word-of-Mouth Marketing
In that post, Putting It All Together for Better Word-of-Mouth Marketing, we’ll focus on how to combine your unique Talk Trigger with the STEPPS principles (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to create a powerful word-of-mouth strategy that gets people talking.
