How To Use Stories To Create Community

By now you may know that I am a huge proponent of storytelling for small business. Heck, I am in favour of storytelling for large business and for personal growth as well. I’m even a bigger fan of using stories to create community.

I see its incredible value for developing a brand, growing an audience, and boosting sales. In addition – and something that isn’t always front of mind as entrepreneurs juggle lengthy TO-DO lists and numerous goal-tracking spreadsheets – is the wonderfully enriching benefit of COMMUNITY.

Storytelling has the innate ability to draw others to us and to create connections that last beyond a quick sale or a one-time purchase.

“Connections are one of the key benefits of stories and storytelling.” – Catherine Wright

Historically, storytelling has been used as a tool to pass on cultural and familial beliefs, values, and practices. It’s always been a way to keep generations of people connected to one another by sharing things in common and by keeping memories alive.

In today’s busy online world, storytelling is just as relevant and, I would argue, the most powerful way to market your business to your target audience. Social media can be called any number of things, but at the end of the day, it’s called SOCIAL media for a reason. In its best form, it is a place for people to connect, to align, and to come together (if not physically, then figuratively).

The way I look at using stories to create community:

We know that people buy from those they like, know, and trust, so, what better way to develop that connection than through sharing your personality and intrinsic values in an engaging and relatable way?
People primarily come to social media to be distracted or entertained, so traditional advertising (in the form of ads or lists of facts and stats) is going to miss the mark
Creating a community is a win-win. Everyone benefits when people feel included and part of something bigger than themselves

Additionally, I like to look at the creation of a community as something bigger than a virtual place to hang out. It’s a place for people to share their experiences, to feel included and a part of something, and to build a strong and powerful network of people who trust each other and who will act as a source of connection and referral to others.

When we share our stories in a way that is impactful and relatable, we attract people to us – these people may have similar beliefs, values, or interests. They may identify with an experience we’ve had, or trust that we can help them in some way. These people may purchase a product or service right away; it may take them a while to build that interest and trust; or, worst-case scenario, they simply act as a referral to others.

So, are you interested in building a broader community as a way to grow your business and create a larger impact in your industry? Try these tips:

Use inviting and intriguing language in your posts. Try words and phrases like, “Welcome, I’m so glad you’re here,” or, “You’ll never guess what happened the other day…”
Be genuine and consistent – people can see through posts that aren’t authentic, so find your voice and aim to keep a steady and overall positive tone.
Keep your stories “other” focused. This isn’t to say that you can’t talk about yourself, but always think about WHOM your post is serving before you press the share button.
Be patient – a community doesn’t form overnight. It takes time to build relationships and that’s ok – relationships built on a solid foundation of alignment and trust will last longer and be more reciprocal.
Understand that your community will not be right for everyone – look for those with whom you share some common values or interests, or for whom you can serve. For more information on this, check out my Customer Persona Worksheet.

How will you use stories to create community?