How to Tell a Business Story That Sticks — and Sells — with CHARM

By Susie Taylor | Contributor WBN News | 2 June 2025

Every business has a story.
But not every business tells it well.

That’s a shame — because your story isn’t fluff. It’s fuel. It’s how you build trust, spark connection, and stand out in a crowded market. And no, you don’t have to be a natural-born storyteller to do it well. You just need a little CHARM.

I created the CHARM framework to help business owners like you share your story in a way that builds connection and credibility — without turning your content into a memoir or a marketing snoozefest. Here’s how it works:

C – Clarity

A clear story is a kind story. People are busy. If you make them work too hard to figure out what you do or why it matters, they’ll move on. Your business story should have one main point, one clear takeaway, and one strong call to action. Don’t bury your brilliance in a jumble of jargon.

H – Heart

Your story needs to feel like something. Vulnerability, humor, grit, joy — whatever makes your journey human. When you lead with heart, you invite your audience to care. And people don’t buy when they understand. They buy when they feel understood.

A – Actionable

What’s the takeaway for your reader? A good story isn’t just a trip down memory lane — it helps your audience see what's possible for them. Show how your experience translates into a benefit, insight, or next step they can use. Action creates momentum.

R – Relatable

No one connects with perfection. They connect with the messy middle — the doubt before the breakthrough. Relatable stories build trust because they say, “I’ve been there.” When your audience sees themselves in your story, they’re more likely to believe you can help them change theirs.

M – Memorable

Finally, give your story a hook — something that sticks. That could be a vivid image, a surprising twist, or a clever turn of phrase. Think less “corporate report,” more campfire tale. Make your story easy to remember and easy to repeat.

When you tell your business story with CHARM, you stop sounding like everyone else and start sounding like you — and that’s the real secret to connection.

So the next time you’re tempted to post another generic “about me” or bland bio, remember: your story isn’t just background. It’s your backbone. Tell it with CHARM — and watch how your audience leans in.

Contact: Susie Taylor - susie.taylor.writer@outlook.com

Excerpt: Your story is more than background noise — it's a powerful business tool. The CHARM framework helps you tell it with clarity, heart, and purpose so it connects, converts, and sticks.

Tags: #Storytelling #Brand Messaging #Authentic Marketing #Purpose Driven Business #Entrepreneurship #Small Business Tips