Why I Want Service Business Owners to Share Their Stories

Customers need to know what you do. Sharing the story behind your service business helps when it also explains how you work, what matters to you, and who your service is likely to fit. Give people the service information first, then enough of your story to help them choose.

I'm Eric Yim of Protocol Text. If I could solve the problem of people not sharing their stories and services and products, I think people would have a better chance of finding the best fit solution for whatever problem they had.

That's what I want to make possible. Someone may already offer the help a customer needs. But if that person is too scared or intimidated to speak, the customer may never hear about them.

What would change if more businesses explained themselves?

I think there's been a lot of one-size-fits-all tried on the world. People want shoes that fit them and prescription glasses that fit their eyes. Services need room for different needs, too.

Imagine a customer comparing two providers who list the same service. One explains the decisions customers can make during the work. The other explains how much of the process they handle without needing customer involvement. This is an illustrative comparison, but it shows why the service name alone may not be enough.

A customer who wants to stay involved can choose differently from someone who wants to hand things over. Both need clear information about what the provider actually offers.

It could be your neighbor who has the right solution. If they never explain it online, someone with limited time may choose another business simply because that business was easier to understand and find. I think that's unfair to the neighbor, and it leaves the customer without a choice they might have wanted.

Which parts of your story help someone choose?

The useful parts connect something you believe to something a customer can expect. A value like patience needs an explanation. Does it mean making time to walk through options before someone decides? Only say that if it's how you actually work.

Start with the service and the problem it addresses. Then explain a choice you've made in how you provide it. Your reason for that choice is where your story becomes useful.

You don't need to put your whole life on a service page. A detail belongs there when it helps someone understand the offer, the working relationship, or a limit they need to know before calling.

For example, saying that you value careful planning leaves a customer to guess what that means. Explaining what gets agreed on before work begins gives them something concrete to consider. Your story can explain why you put that planning first, provided the reason is true.

A practical exercise: connect one value to one service

Here's an exercise I'd suggest for an independent service business owner. Pick one service rather than trying to explain the whole business at once. Write down what the customer needs, how you handle that need, and why you chose that approach.

Consider this hypothetical draft for a cleaning business. It isn't a Protocol Text client example:

“We provide recurring home cleaning. Before the first visit, we agree on the rooms and tasks included. We value clear expectations, so we want you to know what's covered before you book.”

The service is clear. The value connects to an action. A customer can ask about the rooms and tasks instead of having to interpret a phrase like “service you can trust.”

If the owner has a true reason for adopting that approach, they could add it. They shouldn't invent an origin story to make the paragraph sound warmer. They should also explain any relevant exclusions elsewhere on the page.

Try this with your own draft: underline every sentence that helps a customer make a decision. If the personal background takes up most of the page and the service is still unclear, shorten the background and explain the work.

What to check before you publish

Give the draft to someone who doesn't know your business. Ask them what you offer, who it seems suited to, and what they'd still need to ask before contacting you. Let them answer without explaining the page for them.

If they repeat your values but can't describe the service, add practical detail. If they understand the service but expect something you don't provide, correct that expectation. A clear limit can help someone decide before either of you spends time on the wrong inquiry.

Check that every promise describes how you currently work. Remove customer names and private details unless you have appropriate permission to share them.

I believe there's a future where businesses and consumers can share their values and find much closer matches. That's a belief, not a promise that a website or a matching tool can pair everyone perfectly. Clear information gives people more to judge. They still have to weigh availability, price, and their own priorities.

Frequently asked questions

Can I share my business story without sharing my private life?

Yes. Focus on decisions about the work: what you offer, how you communicate, and why you use a particular approach. You can explain a business value without sharing family history, personal struggles, or a customer's experience. If a private detail doesn't help someone evaluate the service, leave it out.

What if I don't have an interesting origin story?

You don't need a dramatic beginning. Explain a choice you make in the business today and why it matters. That might be how you set expectations or decide which work to accept. An ordinary, truthful explanation gives a customer more useful information than a memorable story with no connection to the service.

How can I tell whether sharing my story is helping?

Don't expect results right away or judge the page only by reactions. Pay attention to whether inquiries show a clearer understanding of your services. You can ask prospective customers what helped them decide to contact you and what was confusing. Those answers can guide revisions, though they won't prove that one post caused a booking.