Why your business story is your most powerful tool - and how to tell it

Suzy Greenwood, founder of Seaflowers and Seaflowers Studio, is hosting a one-day workshop for sole traders and small business owners. 

Suzy, who is drawing on her near two decades of experience, explained: "You started your business because you're brilliant at what you do. But if you're honest, talking about it - really talking about it, in a way that makes people sit up and pay attention - doesn't always come as naturally.

"I see this all the time. Talented, passionate, hardworking people running brilliant businesses across South Devon, with incredible stories to tell. But somewhere between knowing what they do and actually communicating it, something gets lost. They can't quite articulate what makes them different, why you should buy their product or service, why anyone should even care."

Sound familiar?

Suzy continued: "I spent 18 years working in communications for some of the world's biggest organisations, helping them craft their story and build their profile. Then I took on my family's waterfront home in Frogmore and turned it into Seaflowers, a luxury holiday home and retreat venue. 

"Suddenly I was on the other side - a small business owner who needed to do her own PR, tell her own story, and build her own audience from scratch.

"What I learned is that the principles are exactly the same whether you're a global brand or a one-woman business. Understand who you're talking to. Be clear about how your product or service helps them, and what makes you different. Focus on the tangible impact. Say it simply, say it consistently, and say it with confidence.

"The good news is that most people already have everything they need. The story is there. It just needs drawing out, shaping and sharing."

That's exactly what you can be doing at Find Your Story, a one-day workshop Suzy is hosting at Seaflowers on Tuesday, 22 September. It's a small group day - just eight people - designed for sole traders and small business owners who want to get clear on their brand story and leave with the tools to share it.

You'll work through your story together, build your elevator pitch, develop a simple PR toolkit, and you'll leave with two professional headshots courtesy of brand photographer Sue Porter and a delicious lunch by Herbs & Wild.

If you've ever felt like your business deserves more visibility than it's getting, this one's for you.

Full details and booking: https://www.southhams.com/events/find-your-story. Places are limited and the early bird rate of £399 is available now, rising to £525.

Suzy Greenwood is the founder of Seaflowers and Seaflowers Studio, based in Frogmore.