Storytelling in a Small Town

Trent: It’s the holiday season! Come check out the studio’s winter wonderland. Last time, we talked about creating your origin story. Today, let’s talk about other stories—especially how customers can be your best storytellers.

AJ: Customer stories show your service level and are great for portfolios. In creative fields, your name’s on the work, so you show it off to new clients. That’s the first layer.

Brian: At networking events, everyone chases five-star Google reviews, but reviews can be faked. Authentic stories from real customers are what matter—they prove you’re the real deal. Customers’ words have more impact than anything you say about yourself.

AJ: People remember how you made them feel. If your customer’s story reflects the experience a new customer wants, that’s a win for your business.

Trent: Customer stories connect to your values and culture. When someone else shares how they felt working with you, it’s more genuine and impactful than you saying it yourself. I had a friend post a video about my studio and got seven new followers from her story alone.

AJ: Employees can also be great advocates, especially in nonprofits or community-focused organizations. Sometimes, it’s more appropriate for employees to share stories than customers themselves, depending on the context.

Brian: Employee stories can help recruit new team members by showing your work culture. Businesses use this to attract people who fit their values.

Trent: Employees’ experiences can become customer stories, too. Partners and suppliers can also tell your story—imagine a big brand sharing about your boutique!

Brian: Some designers create buzz by doing funny or creative takes on brands, which can lead to partnerships and special projects. It shows how powerful outside voices can be for your brand.

Trent: What if your customers or employees aren’t comfortable on camera? Build rapport first. Don’t shove a camera in their face—show appreciation, ask for a favor, and make it relational. People want to help if you ask respectfully.

Brian: Sometimes people are camera-shy. I like to film on-site and get people used to the camera being around. It shouldn’t be a surprise—always let them know ahead of time.

AJ: If you ask employees to be in a video, don’t make it mandatory, unpaid, or during their break. Respect their time and don’t pressure them, or you’ll get forced, unusable footage.

Trent: Good relationships and preparation make for better, more believable stories. If you don’t prep people, you’ll get awkward, unhelpful content.

AJ: If you can’t get people on camera, repurpose written reviews by turning them into simple videos or voiceovers. Even reading reviews aloud and showing the text works.

Brian: If you record audio on your phone, don’t talk straight into the mic—hold it off to the side to avoid bad sound quality. A little editing goes a long way.

Trent: There are so many ways to use customer, employee, and partner stories to build your brand—just do it thoughtfully and respectfully.

Brian: You can only go so far telling your own story. Letting others share their experience can launch your business to new heights.

AJ: See you next time!