As a small business owner, you’ve probably heard the phrase a thousand times: “Content is king.” But let’s be real – when you’re busy running the day-to-day, it can feel overwhelming to figure out what that really means for your business. The good news? Telling your story doesn’t have to be complicated. In fact, when done right, it can be one of the most powerful ways to connect with the people who matter most – your audience.

At Local Fare Marketing Group, we’ve seen time and again that the businesses who lean into storytelling are the ones who resonate, connect, and grow. Our magazine, for example, primarily reaches educated women – often the “CEO” of the home. These are the decision-makers, the ones balancing family, community, and household needs. When you tell your story in a way that speaks to them, it’s not just about advertising – it’s about creating a genuine connection.

So, how do you do that? Let’s look at some of the ways you can bring your story to life.

1. Client Spotlights: Put a Face to the Business

One of the best ways to connect with readers is by sharing the people behind the business. A client spotlight isn’t about a hard sell—it’s about letting your audience see who you are, why you do what you do, and what makes your journey unique.

Think of it like being introduced at a dinner party. You wouldn’t start rattling off prices and promotions—you’d share your story. Maybe you started your business after a personal experience. Maybe you have a mission that keeps you going every day. When people get to know you, they’re more likely to feel connected to your business.

In our magazine, annual clients receive one client spotlights each year at no additional cost. It’s an opportunity to build trust and let your audience see the heart behind your business.

2. Newsletter Layouts & Co-ops: Strength in Numbers

Sometimes your story fits into a bigger picture. That’s where our newsletter layouts come in. If we have several businesses in the same category—say, health & wellness—we create a dedicated section in the magazine where each business is featured together.

It’s not only cost-effective, but it also strengthens your message. Imagine someone flipping through the magazine and seeing multiple trusted businesses in the same space. It reinforces that your industry matters and that you’re part of a bigger community of trusted professionals.

Each advertiser is featured in a newsletter rotation every 3-4 months, with the schedule tailored to the type of co-op program created for their category. This way, businesses stay visible on a consistent cycle while benefiting from a program that fits their industry.

3. Testimonials: Let Your Clients Do the Talking

There’s nothing more powerful than someone else telling your story for you. That’s the magic of testimonials. When we interview your patients, customers, or clients and share their experiences, it becomes more than just marketing—it’s proof.

People love to see how a business has made a difference in someone’s life. It could be a patient sharing how a treatment changed their health or a client explaining how your services solved a challenge for them. These stories are relatable, authentic, and far more convincing than a standard ad.

4. Beyond Print: Social Media & Streaming TV

While print is a fantastic foundation for storytelling, it doesn’t have to stop there. Social media and streaming TV give your story even more reach. Think of them as the amplifiers.

When you’re able to show up in someone’s mailbox, on their phone, and even on their TV, you’re building familiarity. And familiarity builds trust. The more touchpoints your audience has with your business, the more likely they are to choose you when they need your product or service.

At the End of the Day, Stories Win

Traditional ads have their place, but storytelling ads are where the real magic happens. Why? Because people relate to people. They connect with experiences, journeys, and emotions – not taglines.

So ask yourself: Which story is right for your business? Is it an advertorial, a client spotlight, a testimonial, a co-op newsletter, or maybe a mix of all of the above? There’s no one-size-fits-all answer. The key is finding the method that feels most authentic to your brand and speaks most directly to your audience.

We believe every business has a story worth telling, and at Local Fare, we can help you tell it. The question is, how will you tell yours?