Mercer Island
Chamber of Commerce

Social media is filled with perfect lives—you don’t see the dirty dishes in the sink, or the tears shed. You see the wins and the brags. The same is true of many social media accounts for business. As business owners we want to show our best selves. Anything less is weak and unappealing. Or is it? Lately, something interesting is happening. The most effective posts aren’t the polished ones with perfect lighting or studio-level graphics. They’re the real, raw, behind-the-scenes moments that tell the true story of what it’s like to run a small business. From TikToks to Instagram Reels, business owners are discovering that authenticity—sharing the ups, the downs, and everything in between—helps them connect with customers in a meaningful way. You can adopt this new highly effective approach as well. Customers Crave Connection People aren’t just buying products anymore—they’re buying stories, values, and the people behind the brand. Today’s consumers want to know who they’re supporting. They want to see the human side of business, not just the highlight reel. That’s why honest storytelling is gaining so much traction. A short video about the time you overcame a setback, or a post about your “why” as a business owner, can do more than an ad ever could. It builds trust, invites engagement, and shows the passion behind the product. We’ve also seen a lot of these types of videos where businesses share how they’re bouncing back from hurricanes, brush fires, and floods. The rebuilds are inspiring and help keep customers in the know. Why Authenticity Works There are real benefits to showing up as your authentic self online: · It builds loyalty . When customers feel like they know you, they’re more likely to support you—especially during tough times. · It boosts engagement . Real stories spark conversation. They get shared, commented on, and remembered. · It sets you apart . Big brands can’t replicate your personal journey. That’s your advantage. · It creates emotional connection . And connection drives action, whether that’s a sale, a visit, or a referral. What Kinds of Stories Should You Share? You don’t need to be a professional storyteller or social media guru to do this well. In fact, the more natural and honest you are, the better. Just sound like you. Your best friend should read the post and remark, “That sounds like you.” Be vulnerable in a business savvy way. Here are a few ideas to get you started: · The moment you decided to start your business · A major obstacle you overcame and what you learned · A behind-the-scenes look at your day (the chaos and the wins) · A thank-you to your customers or team · A mistake you made—and how you bounced back · A natural disaster or other problem that required you to rebuild, restructure, or approach something in a different way One important note: vulnerability doesn’t mean oversharing. Keep your stories focused on what will resonate with your audience. Aim to inspire, relate, or educate, rather than just vent. Need Help Getting Started to Tell Your Story? Storytelling may sound simple but showing up on camera or figuring out what to say can be a hurdle. That’s where your Chamber of Commerce can help. Many chambers offer marketing lunch and learns, social media tips, or networking events where you can learn what’s working for other local businesses. Looking for guidance, tools, or even a platform to share your story more widely? Don’t hesitate to reach out to your chamber team. They’re here to support your growth—and amplify your voice in the community. Show the Journey—Not Just the Destination One of your most powerful marketing differentiation tools is already in your hands: your story. By showing the real human behind the business, you’re not just building a brand—you’re building a community of supporters who believe in what you do. So, the next time you go to post, remember: perfection isn’t the goal. Connection is. And often, all it takes is hitting “record” and speaking from the heart.

There’s a Jeep commercial circulating right now that stars Harrison Ford talking about choices and how life doesn’t come with an owner’s manual. It’s one of those ads you watch the entire way through because it’s evocative and makes you feel something. You hardly even notice that they’re selling a vehicle, but you buy into the lifestyle presented, which is Jeep’s goal. Winning customers isn’t just about having a great product or service—it’s about making people feel something. The best brands don’t just sell; they connect, entertain, and even challenge their audiences. If you want to turn heads and build a loyal customer base, you don’t need to have Jeep’s ad spend. You can use these five powerful marketing techniques in your email, video, and social media campaigns. 1. Surprise Them with the Unexpected Have you ever seen a video of a ferocious gorilla cradling a stuffed animal? You notice it because it breaks the norm. It’s unexpected. Shocking or provocative marketing makes people stop scrolling and start talking. Use bold visuals, unexpected comparisons, or tackle an issue in a way no one else has. The key is to be tastefully disruptive—shocking for the right reasons, not just for controversy’s sake. Example: A coffee shop launches an ad/marketing campaign with the slogan, “Sleep is overrated.” The ad features people snoozing in unexpected places—like a boardroom or a wedding—only to wake up rejuvenated with a cup of their signature brew. It’s humorous, eye-catching, and reinforces the product’s value. 2. Align with What Matters to Customers More than ever, consumers—especially younger ones (hello, Gen Z)—want to support brands that align with their values. Whether it’s sustainability, diversity, or social justice, people are willing to pay more for companies that stand for something. Example: A fashion brand emphasizes its commitment to ethical manufacturing by showcasing the artisans who make their products, rather than just the clothes. The campaign highlights fair wages, sustainable materials, and real stories, making customers feel good about their purchases. Another example is a restaurant in Florida that printed on the first page of its menu that it pays the staff a living hourly wage with medical benefits as a reason for slightly higher dine-in prices. 3. Make Them Laugh Laughter is appreciated by most people and humor makes brands more relatable and memorable. If you can cause someone to chuckle (with you, not at you), they’re more likely to remember your business—and even share your content. Example: A bakery promotes its products with a campaign called “The Breakup Box”— designed for heartbreak recovery, featuring goodies decorated with phrases like “You were too good for them anyway.” It’s witty, shareable, and turns an everyday purchase into an experience. 4. Show What’s at Stake Fear-based marketing isn’t about scaring customers—it’s about showing them what they might lose if they don’t act. It works well for industries like insurance, cybersecurity, and health because it highlights risks people may not think about. Example: A cybersecurity company runs an ad featuring a business owner frantically calling IT after losing all their customer data to hackers. The tagline? “Hope is not a security plan.” It’s direct, powerful, and makes people think twice about their own vulnerabilities. 5. Tap into Nostalgia People love reminiscing about the past. Nostalgia creates an emotional connection, making your brand feel warm, familiar, and trustworthy. Whether it’s referencing pop culture, childhood experiences, or past trends, nostalgia-based marketing can be a powerful tool. Example: A toy store releases a campaign featuring classic ‘90s toys with the tagline “Some things never go out of style.” Parents who grew up in that era are instantly drawn in, eager to share a piece of their childhood with their own kids. Hollywood knows this power better than anyone. They came out with a movie based on that creepy cymbal-banging, drum playing monkey toy from the late ‘60s-‘70s. If you were a child then (or watched the movie Poltergeist), you know what I mean. Nostalgia is not always heartwarming, but it does make you feel something. The Winning Formula: Mix and Match The best marketing campaigns often blend these techniques. A campaign can be funny and nostalgic, or shocking and value-driven. The key is to know your audience and choose the right emotional trigger that will make them stop, think, and, most importantly, take action. (You’re still thinking about that monkey, aren’t you? That’s marketing power.)