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The Power of Storytelling: How Local Businesses Are Winning Hearts in East Texas

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Walk into any shop in the Texas Forest Country, and you’ll notice something unique. It’s not just the products or services on offer—it’s the story. Whether it’s the family-owned café that’s been passed down for generations or the solar company making a difference in rural communities, every business here has a tale worth telling.

Storytelling has always been part of our East Texas heritage. It’s how we connect, build trust, and keep traditions alive. But in today’s world, it’s also a powerful business tool. Companies big and small are discovering that sharing their story isn’t just about preserving their legacy—it’s about standing out in a competitive marketplace.

Why Stories Matter in Business

Think back to the last time you chose one brand over another. Was it just about price or convenience? Or was there something more—a personal connection, a sense of trust, or even a feeling of pride in supporting someone local?

That’s the magic of storytelling. It transforms businesses into more than just names on a sign. It makes them relatable, authentic, and memorable.

Take the example of Sarah and John Thompson, owners of a boutique furniture store. They started their business after inheriting John’s grandfather’s woodworking tools.

“It’s not just about selling furniture,” Sarah says. “It’s about sharing pieces of craftsmanship that people will cherish for years.”

When they began sharing the story of John’s grandfather on social media, customers responded overwhelmingly.

“People started coming in just to hear about Grandpa’s tools,” Sarah laughs. “They’d say, ‘I feel like I know you already.’”

That’s the power of a good story—it builds connections that last.

How to Find Your Business’s Story

So how can other businesses in the Texas Forest Country harness this same storytelling power? It’s simpler than you might think:

  1. Start with Your Why
    Every business begins with a spark of inspiration. Maybe it was a dream to be your own boss, or a desire to solve a problem in your community. Whatever it is, your “why” is the heart of your story.
  2. Focus on Impact
    How does your business make life better for your customers? Share those moments—like the family that saved money on energy bills after switching to solar, or the couple who found their dream home with the help of a local realtor.
  3. Put Faces to the Name
    People connect with people. Share photos and stories of your team, your customers, and even your family. It’s these personal touches that make your business stand out.

Real-Life Success Stories

One of the best examples of storytelling in action comes from right here in East Texas. A bakery, struggling to compete with national chains, began sharing the story of their founder on Instagram—how she learned to bake from her grandmother and decided to open the shop to keep those family recipes alive.

Within months, their posts were drawing hundreds of likes, and their sales began to climb.

“It’s amazing what happens when people see the human side of your business,” the owner said. “They want to support you because they feel like they’re part of your journey.”

Why Storytelling Is the Future

In a world where big-box stores and online retailers dominate, storytelling is a way for local businesses to thrive. It reminds customers why they love supporting East Texas businesses—the authenticity, the connection, and the shared values that make our community special.

At MSGPR, we believe every business has a story worth sharing. From crafting social media campaigns to creating video content that tugs at the heartstrings, we help businesses connect with their audience in meaningful ways.

So, the next time you’re shopping local, take a moment to ask the owner about their story. You might just find it’s the best part of what they’re selling.

Lee Miller
Lee Miller was born in Denison, TX and grew up in East Texas with his family. He studied music education at Stephen F. Austin State University taking a job in television on his last day of student teaching. Lee also provides business authoritative expertise to the broadcast industry as a consultant. Presently he is CEO of MSG Resources LLC, which specializes in consulting within broadcast best practices, distribution technologies and media strategy mastery. - - - - - Lee Miller is a well-known veteran of the broadcast media industry with particular experience in leading for-profit and non-profit broadcasting organizations. His career began in Lufkin, Texas in the early 80’s where he progressed from studio operations to creative services and network management. Mr. Miller has since received various professional designations and memberships such as Society of Broadcast Engineers accredited frequency coordinator, The Energy Professionals Association Certified Energy Consultant, and National Religious Broadcasters Television Committee & past Chair. Lee also serves as the Executive Director of the Advanced Television Broadcasting Alliance, is a member of the Advanced Television Systems Committee and is proud to be part of Texas Association of Broadcasters Golden Mic Club, highlighting extraordinary careers in broadcasting. Continued engagement with his community is at the core of his business practices serving on the board of the Salvation Army and as keyboardist for the contemporary worship band at Harmony Hill Baptist Church. Lee lives near Lufkin Texas on one of his family’s tree farms located in the Texas Forest Country region north of Houston. He is married to Kenla and has two grown children, Joshua, COO of MSGPR Ltd Co and Morgan, a Critical Care ICU RN.

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