A feature story is a story worth sharing

Think press releases are only for grand openings and big announcements? Think again.

One of the biggest misconceptions I see about press releases is that you have to be announcing something to have one.

Spoiler alert: you don't.

Some of the most meaningful stories aren't about a grand opening, a new product or a major milestone. They're about the people behind the business.

Why did you start? What problem were you trying to solve? What makes your business different? Why do you care about the community you serve?

Those stories matter, too.

Your story can be the news.

A business feature is an opportunity to introduce people to the person behind the logo. It gives you a chance to share your history, your purpose and the reason you do what you do.

Maybe you've been serving your community for 20 years but have never really told that story. Maybe you started your business after turning a longtime passion into a career. Maybe your business exists because you saw a need in your community and decided to do something about it.

Those aren't necessarily announcements.

But they are stories.

And stories give people a reason to remember you.

People want to know who they're supporting.

Especially for small and locally owned businesses, the relationship between the business and the customer matters.

People don't just want to know what you sell. They want to know who you are, why you're here and what you care about.

A well-written business feature can help create that connection while introducing your business to people who may not have discovered you otherwise.

So, when should you consider a business feature?

You don't need a ribbon-cutting or a five-year anniversary to have a story worth sharing.

Consider a feature if:

• You've never really told the story behind your business.

• Your business has an interesting or unexpected origin story.

• You have a personal connection to the work you do.

• You've overcome challenges to build your business.

• You serve a unique need in your community.

• You have a passion or purpose that sets you apart.

• You simply want people to know the person behind the business.

Your story doesn't have to be breaking news to be worth telling.

Sometimes, the story is you.