Even Local Is Global

Last weekend I bought a tire pressure gauge from my local bike shop. I had been looking for a couple of weeks for one that would work with the presta valves on my bicycle. I shopped the usual places—Amazon, the nearest Dick's—but purchased at the local place. Could I have saved few bucks? Sure (and I wouldn't have spent extra on the shirt I impulse purchased). So why the local shop?

They've invited me into the community. I'm not a hard-core cyclist, and if you're like me feeling like a poser is the worst. But when I was shopping for a bike, they never questioned any of that. They were happy to help, teach and encourage me. So not only did I buy my bike there, they are my go-to place for accessories—and apparently apparel.

Everyday, that shop is competing not just with the other bike stores around town—but with Dick's, Amazon, and every massive online retailer that pops up when someone Googles “bicycle.”

And that’s not just true for them. If you’re running a guitar shop in Colorado Springs—or a coffeehouse or a bookstore or a handmade soap stand at the farmers market—you’re competing with Amazon, Sweetwater, Starbucks, and everyone else who shows up in a Google search or a social media scroll. Whether you like it or not, your customers have options, and many of those options are a click away.

That can feel overwhelming. But it’s also your opportunity.

Because while the big guys can offer fast shipping and bulk discounts, what they can’t offer is you.

They won’t offer me 40% off because its the last 2X in that style. They don’t know that your barista remembers someone’s name and their dog’s name—and probably their favorite roast. They don’t know your neighborhood, your people, or your story.

That’s your edge.

In a crowded, noisy, global marketplace, connection is currency. When people know you, when they like you, they’re more likely to buy from you—even if it costs a little more or takes a little longer. That’s what being local gets you: not just proximity, but personality. Humanity. A reason to choose this over that.

But to tap into that edge, you have to tell your story. You have to show up online with the same care and clarity that you bring to the shop floor or the coffee counter. That doesn’t mean becoming a TikTok influencer or spending a fortune on ads. It means being clear about what makes you different, and making that difference easy to see.

That’s what we help with at Backstory Works. We help small businesses sound like themselves. Because your story doesn’t have to be flashy—it just has to be true.

And these days, that’s rare enough to stand out.