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How to Write Content for Small Business Owners

MM
Matt Montenegro Founder & CEO
23/04/2023 5 min
TL;DR

Content for small business owners works when it respects the reader's limited time and connects advice to a decision they need to make. The article argues for practical, empathetic writing that names the pressure behind running a business and offers a clear next step.

  • Why it matters: Owners often evaluate content between operational tasks, so relevance and clarity determine whether they keep reading.
  • How it works: Start with a concrete problem, explain the consequence, then give an action the reader can use immediately.
  • The big picture: The U.S. Small Business Administration lists goals such as growing subscribers, market share, or sales within marketing planning.
  • Reality check: Broad advice without a business context can sound supportive while leaving the owner unable to decide what to do.

Because I'm a small business owner myself, I have a high level of respect for other small business owners. In my opinion, it's one of the most challenging jobs you can ever have – but it's also one of the most rewarding.

You’ve probably heard Lori Greiner’s famous quote before, but it’s worth repeating: “Entrepreneurs are the only people who work 80-hour weeks to avoid working 40-hour weeks.”

It’s a struggle because of all the responsibility. Until you become a small business owner yourself, you don’t really understand the time and effort the job takes. You also don’t realize just how much help is needed to make a business of any size run properly.

Almost any entrepreneur will tell you that, at least once, they considered giving up on the whole venture.

When you’re working later hours than your peers, struggling with the financial strain in the early days (or when work is slow), or generally feeling like you have no idea which step should be your next one, it’s easy to think, “This isn’t worth it, and I’m never going to succeed.”

However, the business owners who push through these doubts eventually reap the rewards of running their own company – and the rewards are well worth the investment.

Eventually, the bottom line turns from red to black, the hours don’t seem quite so long, and you feel like you finally have a bit of a grasp on your new role in life.

To get to that point, though, business owners need a little bit of help – and that’s where writing comes into play. Learn how to write content for small business owners.

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Know Their Demands

Because small business owners wear more hats at work than almost anyone else in the business world, they’re limited on time and energy.

When you’re writing content for small business owners, you should have a specific purpose for your article, and every sentence should strive to meet that purpose.

Cute little anecdotes and metaphors have their place in the world of writing, but it’s generally not in small business content. You don’t have to be overly dry or technical, but you shouldn’t go off on tangents, either.

Make Content Actionable

Most entrepreneurs don’t want general tips and ideas. Motivational speeches are helpful on the most tiring or dismal days, but they aren’t going to get the job done.

Likewise, if you’re writing a “how to” article, no one wants to wade through irrelevant information. When you write for small business owners, remember that they are reading these articles as a means to an end.

They have a job to do – usually a very specific job – and they want to do it quickly and efficiently. That’s why it’s best to list actionable steps or tips in bold heading format, with additional information outlined below.

It makes it easy for readers to find the pertinent information. If they want to read the extra little tidbits in the article, they can, but that’s not the main reason they’re there.

And let’s be honest, even the most determined owner doesn’t have the energy to sift through fluff by the end of a fourteen-hour day. I’ve gotten emails from readers who simply skim the subheads, looking for their quick fix or promised answer. That doesn’t bother me—it’s actually kind of flattering when someone trusts you to get straight to the solution. Respect that urgency. Small business writing isn’t the place to show off literary acrobatics anyway; keep it pointed and people will come back for more.

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Provide Statistics and Facts

When it comes to the important stuff – things like taxes, business licenses, and success rates – readers need the facts and statistics.

That’s where good sources come in. Good sources are relevant, and they generally offer more in-depth coverage of a specific topic. For U.S. business tax advice, you can’t do much better than the IRS website.

If you need serious accounting help, the gold standard is the FASB Accounting Standards Codification. These sites are a bit dry and technical, but they provide a ton of useful information if you source them properly.

As a writer, your goal is to take these intimidating sites and turn them into a useful tool that anyone can use, even if they don’t have a background in accounting – or marketing, or local tax laws, etc.

Small business owners are generally not jacks of all trades; they’re masters of one. They are trying to turn that one trade into a business, so they need help deciphering all the other mumbo jumbo.

For instance, I remember talking to a bakery owner last year who said she spent more time researching food safety regulations than actually coming up with new recipes. She just needed someone to break things down without condescension—a shortcut to clarity, no extra jargon. There’s a weird comfort in finding that one article that lays it out in plain English. If you can be that lifeline and save someone an hour online, you’ll probably get a thank-you note, or at least a loyal reader. Not everything needs a data table, but when you can back up a point with one, it sticks.

Be Relatable

When you’re wading through the wealth of information available online, sometimes you just want to hear from other people who have been in your shoes.

Entrepreneurs want a sense of camaraderie and feeling like they’re not alone – because entrepreneurship is usually a fairly lonely place. After all, you’re attempting to do something you’ve never done before.

Oftentimes, tips and information from someone who’s “been there, done that” are helpful because you know they’ve been through the same difficult situation and come through it okay. 

It’s also helpful to know what happens if you do something wrong, so you can recognize that fact and fix it as soon as possible.

When writing content for small business owners, remember that factual, actionable, and relatable content will help you connect with them and let them know that you know what they’re going through.

Frequently Asked Questions

How should content be tailored for small business owners?

Tailor it around a decision the owner is likely to face, such as choosing a channel, setting a budget, or prioritizing a customer problem. Put the useful answer near the beginning, define any specialized term, and show the tradeoff. The reader should be able to tell whether the advice applies to their stage, resources, and goal.

What makes a small-business article actionable?

An actionable article identifies one manageable task, the information needed to do it, and a way to assess the result. For example, a piece about customer research can explain whom to speak with, what to record, and how those notes affect the offer. Specific steps work better than a long list of disconnected tactics.

How can writers avoid talking down to business owners?

Writers should acknowledge the constraints of cash flow, time, staffing, and customer commitments without making assumptions about competence. Use plain language, explain why a recommendation matters, and distinguish a general principle from a universal rule. Practical examples and honest limits show respect for the reader's judgment and the complexity of their business.

MM Matt Montenegro

Matt Montenegro

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