Coastal Comments

An LAX Coastal Blog

How to Tell Your Story

October 19, 2018

“When done well, storytelling can do wonders for a business: such as turn a brand into a legacy, create a robust marketing strategy, generate profit and win the loyalty and affection of audiences, to name just a few.” --Forbes

“On the surface, the LAX Coastal Chamber might seem to be a simple business organization comprised of 500+ members, but these members are more than just a business—they are people,” says Chamber President/CEO, Christina Davis. “When I look at our members, do you know what I see? Wonderful people who want to give back and make our community a more vibrant place. We really are more than just a Chamber of Commerce.”

For those who read this year’s 2018 Annual Report, those words are familiar—but still true. Being in charge of the Chamber’s marketing for the last 5 years means that I get to see all of your newsletters, your press releases, your photo ops, everything. I see when you begin new programs or publish new success stories. I read all of your testimonials and share your positivity on social media. I do all of it; so when I say that you are what makes us a strong organization, you can trust that I’m speaking from experience.

I am proud of every one of our members, so I think it’s time you had your moment in the spotlight.

Speaking of people we are proud of, here’s our immediate past chair, Liz Hall, presenting board member Kayla Friedman-Barb with the Rising Star Award.

The annual LAX Coastal Magazine & Business Guide is not only a great chance to advertise your business, it is also an opportunity to tell your story. Each year we highlight one business for all of the industries we represent. We share their stories of triumph, innovation, and philanthropy, allowing our readers to get to know the people behind the business, the same way we do as LAX Coastal Chamber staff. Your story is important, but what’s the best way to tell it?

At our innovative program LAX Coworking, we recently hosted a Lunch N Learn featuring Eli Dagostino of Silhouette Stories. He stressed the importance of Story-Tell to Sell, reminding all of us that our “unique stories (including the vulnerable, mundane, and triumphant) are worthy of recognition.” People don’t connect to your business, they connect to other people, so telling a personal story can grab and capture their attention—ultimately turning it into a sale.

Storytelling starts with a handshake and a smile.

Before you start to stress and worry about how to do this, remember that storytelling is already built into your daily life. “We have been telling stories for as long as we’ve been human,” says Celinne Da Costa in Forbes’ article on Why Every Business Needs Powerful Storytelling to Grow. Think about your interactions with friends, family, and coworkers. Are you telling stories about how your day went, what was discussed at last week’s meeting, or how that reminds you of the time when…? Human beings often use language to connect to one another, and storytelling is one of the easiest—and more effective—ways of doing that. “When done well, storytelling can do wonders for a business: such as turn a brand into a legacy, create a robust marketing strategy, generate profit and win the loyalty and affection of audiences, to name just a few.”

MediaBistro had another few words of advice on “What Makes a Good Magazine Story?” According to their experts, a good story:

  • Has a beginning, middle and end—in that order, preferably.
  • Tells you something new and unexpected or takes a totally fresh new look at something familiar.
  • Evokes an honest emotional response, not a manipulated one.
  • Wraps with a kicker that clings to the reader’s memory, whether clever or noble or heartrending or even funny.

So, do you have an amazing story to tell? Are you challenging the status quo? Are you bringing a fresh take to an old issue? If so, we want to hear about it! As an LAX Coastal Chamber member, you are encouraged to submit your story for a chance to be highlighted in the 2019 issue of the LAX Coastal Magazine. We pride ourselves on publishing our magazine as an informative, meaningful, and heartfelt resource, but we need your stories to make that happen. From stories of overcoming adversity, embracing diversity, uplifting the community, and more, we want them all; so please, share your story with the LAX Coastal community today.

You are what makes us strong, so isn’t it time that you had your moment in the spotlight?


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2018 LAX Coastal Magazine Spotlight Contest

Submission Guidelines


*Advertisement submissions will not be accepted. Please submit engaging, entertaining stories of interest, not your most recent sale or billboard.

Looking to advertise? Ad sales for the 2019 LAX Coastal Magazine & Business Guide are open! Download the rate sheet today.


Communications LAX Coastal, PR and Event Coordinator

Friday, October 19, 2018 | 5:40 pm