Why Local is Often Better

Local businesses frequently underestimate their potential. Many operate as small enterprises and, consequently, think small. They limit their ambitions and fail to expand their horizons beyond their immediate customer base.

This hesitation to think bigger is a missed opportunity, especially considering the significant advantages local businesses already have above the competition.

Local Businesses Have Built-In Advantages

The data clearly shows that consumers prefer to support local businesses when given the chance. This isn't just anecdotal—it's backed by compelling statistics:

• 90% of Americans believe shopping locally positively affects their community

• 65% wish they could shop locally more often

• When you spend $100 at a local business, approximately $68 remains within the local economy, compared to just $32 when spent at non-local businesses
  

These figures reveal something profound: local businesses start with a reservoir of goodwill. People want to support their communities and understand that choosing local businesses strengthens the economic fabric of their neighborhoods.

Moving Beyond Small Thinking

Despite these advantages, we've seen countless local businesses fail to capitalize on their position. They continue operating as if competing directly with giant corporations on the same terms, rather than leveraging what makes them unique.

The local businesses that thrive are those that recognize their community connections as their superpower. They aren't just selling products or services—they're reinforcing community bonds with every transaction.

We've worked with local bookstores that outcompete Amazon in their neighborhoods, coffee shops that thrive despite Starbucks opening nearby, and hardware stores that maintain loyal customers despite big box alternatives. Their success isn't accidental—it comes from embracing their local identity rather than downplaying it.

Tapping Into Local Media

This is where strategic communication becomes essential. All that consumer goodwill toward local businesses becomes a powerful force only when people know about you. Without connecting to local media channels, businesses miss accessing this vital resource.

We've helped numerous local clients share their stories through community newspapers, local radio stations, neighborhood social media groups, and regional events. Each time, the response confirms what statistics tell us—people are eager to support local businesses when they know about them.

In one case, a local bakery we worked with saw a 40% increase in weekend foot traffic after a feature in the community paper highlighted their three-generation family story and commitment to locally-sourced ingredients.

The data shows that consumers are already inclined to choose you. They just need to know you exist, understand your value, and remember you when making purchasing decisions.

Local truly is often better—not just for the community, but for creating distinctive, sustainable businesses that thrive precisely because they embrace what makes them local.