Storytelling matters because it creates emotion, and emotion creates connection. In fact, storytelling is my favorite tool for creating connection.
Let’s face it, building a personal brand and presence is hard. We have a lot of competition. Lots of folks want to gain the eyes and ears of the mass. Is there a secret sauce to becoming the lucky one who can do this? I think so. It begins with sharing stories that make us feel something. Do this and you’ll attract others to your circle.
Storytelling Matters When Building Trust
I don’t like listening to a list of facts. I’d much rather hear a good story that makes me remember why I do what I do. I learn things from listening to people share a part of themselves. Tell me a list of boring facts and I’ll never remember you. Tell me something interesting that I want to relate to, and I’ll be able to point you out ten years later.
What happens physically to our brains that cause this emotional tickling? I suppose our brains love novelty. Even if two stories are similar, they’re never the same. My spouse could tell me a story about growing up on a farm in Colombia and it would sound similar, but different from his sister’s rendition of the same story. My brain loves the massage of new things. I want more of their narratives. Within reason, I’d buy what they were selling, if they were selling me something.
Storytelling matters because a strong narrative sets you apart. Do you want more people engaging with you? Perhaps sharing why you want them engaging with you is a great place to start. I tend to listen more to folks who aren’t perfect and make mistakes just like me. I want to know what gets them going. Why are they in business? In this day of AI, I thing most of us crave this kind of human connection.
The Trust Factor
Trust is everything. Ask anyone who has ever been wronged and they’d agree. Seems like an easy enough thing to build, right? Be kind. Smile. Do the right thing. Yeah, sure all of those things work. But are they enough? Admittedly, when someone is too over the top, I tend to doubt their authenticity. How do we strike that balance of being kind, professional, and accountable without coming across as fake?
Stories. Sharing authentic stories. Letting folks know you see them and have struggled similar struggles in one form or another. Stories break down barriers. Storytelling matters. Will trust happen immediately? I don’t know. Perhaps in some cases. Depends what’s at stake. Am I purchasing a bottle of shampoo from you or a car? If the later, storytelling could be the bridge that closes the gap between me saying yes to the car.
How to Use Storytelling to Attract Clients
- Share Your Origin Story – Talk about why you started your business. What challenges did you face? How did you overcome them?
- Highlight Client Success Stories – Show how your product or service has helped others.
- Use Relatable Struggles – Speak to common problems your audience faces. When they see their struggles in your story, they feel understood.
- Keep It Simple and Clear – The best stories are easy to follow and get straight to the point.
- Be Consistent Across Platforms – A strong, unified message strengthens your brand.
- Incorporate Visuals – A picture or video can help bring out emotions and create engaging experiences.
- Engage Through Emotion – The best stories trigger an emotional response.
Types of Stories That Work Best
- Personal Journey: Share your transformation and lessons learned.
- Behind-the-Scenes: Show the human side of your business.
- Customer Stories: Highlight real experiences and wins.
- Mission and Values: Explain what drives you and why it matters.
- Challenges and Overcoming Them: Share moments of struggle and how you triumphed.
- Day-in-the-Life: Give your audience a look into your routine and work culture.
Practical Steps to Improve Your Storytelling
- Know Your Audience: Understand who you are speaking to and tailor your story to resonate with their needs and interests.
- Structure Matters: Introduce a challenge, show the process, and end with a resolution.
- Use Conversational Language: Write the way you speak to make your story feel natural and engaging.
- Call to Action: What do you want them to do after hearing your story? Maybe you just want them to feel better. That’s great. But if you want them to take an action, make it clear.
Final Thoughts on Why Storytelling Matters
Stories help you connect with folks. They create emotions, build credibility, and make you memorable. Your story is your greatest asset. Use it wisely and watch your client base grow.
Your Turn
Ready to learn how to craft your client-attracting story step by step?
👉 Check out my course: Craft Your Client-Attracting Story on Udemy
