Why Solopreneurs Should Use Storytelling and How Not to Screw It Up

You've probably heard it a thousand times: "Storytelling is essential for business growth." While this may sound cliché, it’s true—especially for solopreneurs. As one-person businesses, solopreneurs often lack the extensive marketing budgets or manpower of larger enterprises, but what they do have is a compelling story that can resonate deeply with their target audience. This post will guide you through the art of storytelling to elevate your solopreneur business and provide a few red flags to avoid storytelling pitfalls.

 Why Storytelling?

Most solopreneurs are essentially a brand in human form, with unique qualities, a distinct vision, and a compelling reason to exist. When you tell your story, you give people a behind-the-scenes look at the "why" and "how" behind your business. This creates an emotional connection that no PPC ad or social media campaign could ever achieve. This connection is your competitive edge. It's why clients will choose you over someone offering similar products or services.

Plus, it’s just how people “work.” We have evolved to share information and knowledge through storytelling. Other methods can work, but I believe that storytelling done right can be more effective than any other approach.

Oh, and storytelling done wrong can be the biggest turnoff ever.

The Elements of Effective Storytelling

 Authenticity

It's tempting to embellish or romanticize your journey, but people are remarkably adept at spotting a fake. Authenticity is critical in storytelling for any business, and it's especially crucial for a solopreneur. Tell the truth.

Sometimes, it may make sense to simplify a story to make it easier (read shorter) to tell. But don’t stray from the truth; people will know. And you’ll look bad.

Clarity and Simplicity

Don't overcomplicate things. Your story should be easy to grasp and relatable. Avoid industry jargon or buzzwords that could alienate your audience. Remember, you're talking to people who may not be experts in your field but are interested in what you offer.

Structure

A good story has a beginning, middle, and end. It’s tried and true. Don’t stray from this, and don’t get fancy. Beyond that, open loops engage the reader to want to know more. Open loops make the reader want to learn more. This is a powerful way to create engaged readers, listeners, watchers, etc.

Instead of using open loops, we often default to writing in the style we most often learned in school... essays. This is a good approach for clearly presenting information. However, just because you’ve presented it clearly doesn’t mean that people will consume it or, if they do, remember it.

Let’s compare the essay approach with the open loop approach. Imagine the beginning of a blog.

Open Loop

I learned the secret of marketing not from a book, a video, or a course but from a LinkedIn Post by Jay Acunzo. How could I learn the entire secret of marketing from a LinkedIn post?

Well, the secret of marketing is that simple….

Essay

I learned the secret of marketing from Jay Acunzo. He says the secret is:

1. Earn Trust
2. Inspire Action

In that order.

Relevance

Make sure your story ties into what you're offering. If you're a graphic designer specializing in branding, tie your story into why branding is crucial and how you've helped others succeed through effective design. Getting lots of likes is great for dopamine, but if it doesn’t help connect you to people who may become customers, it’s not helping your business.

Practical Ways to Use Storytelling in Your Business

All this talk about storytelling, but where do you use it? Lots of places:

Your Website

Your "About Me" page is not just a biography; it’s an opportunity to tell your story. Use it to convey who you are, why you started, and why someone should work with you. Your blog can serve as a storytelling platform, offering deeper dives into case studies, lessons learned, and even anecdotes that align with your brand.

I recommend creating a backstory for yourself that you can draw on. Again, keep it honest. But also focus on making your point. Lives are messy, but stories don’t need to be.

In his excellent course, the LinkedIn Operating System*, Justin Welsh recommends breaking your backstory down as follows:

1. Define your problem or challenge.
2. Explain your internal struggles.
3. Explain your external struggles.
4. What was your change event?
5. What was the spark that led to the change event?
6. Who was your guide?
7. What was the result?

Use this for your About page and keep it handy for reference. If people feel they understand you, they will trust you more.

Blogs

Telling blogs as stories can be a powerful way to build an audience. They are more engaging and memorable than “essay” blogs.

Social Media

Short videos and posts can effectively tell a story, especially when part of a series. Take your followers on a journey and offer value along the way.

Networking Events

Whether a virtual Solopreneur Problem Solvers session or an in-person industry conference, a well-told story can make you memorable and relatable.

Client Interactions

Incorporate stories into your client meetings, pitches, or even email communications. They can serve as effective analogies or examples to back up your points.

Pitfalls to Avoid

Over-Sharing

Know where to draw the line. While authenticity is important, too much information can be off-putting. It’s OK to move from the professional realm to the personal. But there’s a line where it becomes cringy. Where exactly that line is will depend on your audience. But figure out where it is, and don’t cross that line.

Over-Commercialization

If every story you tell becomes a sales pitch, you’ll lose credibility. Do not be that person. Use storytelling to add value, not just to sell.

Inconsistency

Your story should align across all channels and platforms. Inconsistency can raise red flags and question your authenticity.

Neglecting Your Audience’s Needs

Your story isn't just about you but also your audience. Whether you or someone else is the protagonist, the story should address the audience’s pain points or interests.

Being Mean

Stories usually need an antagonist. In the kinds of stories we tell in business, the antagonist is often a circumstance or a nameless “Type” who we frame as the bad guy – cold callers, internet trolls, demanding customers, etc. But especially when we use a specific person, it can be crucial not to fall into the trap of being mean or snarky. Sometimes, this works, but many times, it’s a turnoff to people.

Approaching your antagonist with compassion can also make a story more interesting. Darth Vader is a much more interesting bad guy than a Stormtrooper. As we learn about Anakin’s back story, we have more compassion for how he became Darth, and the story becomes much more interesting. And yes, I know they did this with Finn in Star Wars: The Force Awakens.

Wrapping It Up

Storytelling isn't a one-time event but an ongoing process. Present your business in terms of stories, and your content will be better, your engagements higher, and your profit bigger. They won’t all work the way you want. But if you keep at it and study other people’s approaches, you’ll keep improving.

And so will your business.

*Full disclosure: LifeStarr is an affiliate of Justin Welsh and earns a commission.