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Every Small Business Already Has a Story - Most Just Aren’t Telling It
If you’re self-employed or running a small business, chances are you didn’t start your company because you aspired to become a marketer, spokesperson, or public relations professional. You started it because you had a skill, an idea, or a conviction—and because you believed you could offer something better, more personal, or more trustworthy than what was already in the market.
What many small business owners overlook is this: that journey is your story. And when told intentionally, it can become one of the most effective and affordable growth tools you have.
In today’s crowded marketplace, customers are no longer persuaded by polished advertising alone. They want credibility. They want to understand who they are buying from, why that business exists, and whether its values align with their own. For small businesses, that creates a powerful opportunity—because authenticity is not something you need to manufacture. You already live it every day.
If You’re Self-Employed, You’re Already a Thought Leader (You Just Don’t Know It Yet)
Thought leadership is often misunderstood as something reserved for executives with large platforms or companies with entire communications departments. In reality, thought leadership simply means sharing insight that others find useful.
If you’ve navigated rising costs, unpredictable revenue, changing regulations, or workforce challenges, you’ve accumulated knowledge others are actively searching for. If you’ve adapted to new technologies, learned how to price your services sustainably, or found ways to compete against larger players, those lessons matter.
For self-employed professionals, lived experience is expertise. The only thing missing is confidence in sharing it publicly—and a clear understanding of where and how to do so.
Public Relations Isn’t Just for Big Brands—It’s a Growth Tool
At its core, public relations is strategic storytelling. It’s about shaping how others understand your business through credible, third-party channels.
For small businesses, that doesn’t mean chasing national headlines or launching expensive campaigns. It can be as straightforward as:
- Contributing a short opinion piece to a trade or local publication
- Being quoted as an expert on issues affecting your industry
- Sharing thoughtful, consistent insights on LinkedIn or through an association platform
- Participating in community, policy, or industry conversations that intersect with your work
- Using AI to help build your brand identity and identify opportunities that can help promote your small business and your expertise.
These activities don’t just create visibility—they build trust. And trust is often the deciding factor when customers are choosing between businesses that offer similar products or services.
Visibility Builds Credibility—and Credibility Drives Revenue
When potential customers encounter your business through trusted sources—media coverage, association publications, expert commentary, or consistent thought leadership—you are no longer an unknown quantity. You enter the conversation with credibility already established.
That credibility can:
- Shorten sales cycles by reducing skepticism
- Support pricing decisions by reinforcing expertise
- Create inbound opportunities through referrals and partnerships
- Differentiate your business in competitive markets
For small business owners juggling multiple responsibilities, these outcomes matter. Strategic visibility allows your reputation to work for you—even when you’re not actively selling
Four Practical Steps NASE Members Can Take Now
You don’t need a large budget or a dedicated communications team to get started. NASE members are already well positioned to take advantage of tools and resources that support visibility and credibility. Begin with these steps:
1. Clarify the story behind your business.
Identify what makes your business different. Why did you start it? What challenges have you overcome? What insights have you gained that others could learn from? This narrative becomes the foundation for everything else.
2. Leverage trusted platforms and networks.
Association publications, member newsletters, educational webinars, and industry forums—like those offered through NASE—provide built-in credibility. Sharing your perspective in these spaces allows you to reach the right audience without starting from scratch.
3. Focus on education, not promotion.
The most effective storytelling doesn’t feel like marketing. It feels like guidance. Share what you know in a way that helps others navigate similar challenges. Credibility grows fastest when value comes first.
4. The Use of AI: Use it to get started but trust a human to finish it.
AI tools can help self-employed professionals and small business owners draft content faster, organize their thinking, and identify the messages that matter most — without requiring a communications department. But efficiency should never come at the cost of authenticity. A quick human review ensures your voice stays yours and your story stays credible.
As the co-founders of LUNA+EISENLA, we recently wrote in Inc. Magazine, smaller firms are actually better positioned than large ones to adopt and benefit from AI — as long as they don’t lose sight of the values that make them distinctive in the first place.
Small business owners already wear many hats. Strategic storytelling doesn’t need to be another burden—but it can be one of the smartest, most scalable investments you make in your business’s long-term growth.
Brad Luna and Kristofer Eisenla are co-founders of LUNA+EISENLA, a boutique communications and media consulting firm. You can visit them at www.lunaeisenla.com.