5 Storytelling Mistakes Small Businesses Make (and How to Fix Them)

Storytelling is one of the most effective ways small businesses can stand out, but many unintentionally undermine their efforts with a few common mistakes. The good news? Every one of these can be fixed quickly once you know what to look for.

Mistake #1: Making yourself the hero.
Your customer—not your business—is the hero. You are the guide. Shift your language to focus on their challenges, their goals, and their transformation.

Mistake #2: Telling stories that are too long.
People skim. Get to the point. Use short paragraphs, clear structure and one key message per story.

Mistake #3: Avoiding emotion.
Facts inform, but emotion persuades. Don’t be afraid to show passion, struggle or excitement. Emotion is what makes stories memorable.

Mistake #4: Being inconsistent across platforms.
If your website says one thing and your social media says another, your story loses credibility. Build one central brand narrative and adapt it across all channels.

Mistake #5: Forgetting to tie the story back to your offer.
A great story still needs a purpose. Close by showing how your product or service helps the customer achieve the outcome you just described.

Fixing these mistakes doesn’t require rewriting your entire brand—just small, thoughtful shifts. When your story is customer-centered, emotionally engaging, consistent, and purposeful, your marketing becomes clearer—and far more powerful.