Why You Need to Incorporate Storytelling Into your Marketing Strategy
Over the weekend I had the opportunity to drive up to Milwaukee with Jack, my 10 year-old. We saw the Bucks play the Golden State Warriors; it was absolute magic. I could fill page upon page with how special the actual game was. Seeing Jack sitting there on the edge of his seat, wide-eyed taking it all in was an experience in and of itself. But honestly, as a mom, my favorite part was the hours spent, just us, connecting. And you know what was at the center of our connection? Storytelling. Because storytelling equals connection.




I know that’s convenient given what I do for a living, but hear me out.
We spent 6.5 hours in the car on Friday. He was content just to keep his eyes focused on his Nintendo Switch. Do you know what got him to pause, look up, and talk to me? Sharing stories. We talked about road trips I took growing up, funny memories sparked by billboards and rest stops, fourth grade, and friendship. Then walking around the city of Milwaukee with my brother, Jack listened to us recap stories of us growing up together, making memories as a family, laughing about our lack of direction, and talking about the dozens of times we have been lost together.
At the center of it all was story. But isn’t it always?
Sharing experiences. Recapping memories. Recalling past events. It’s all story and it’s all connection.

THAT is why I am so passionate about helping women figure out how to incorporate better storytelling into their businesses, their brand, and their marketing strategy.
The more Jack learns about me, my family, and my past the more he gets to know me as a whole person. The more real I become to him outside of just my role as his mom. The more we connect and the deeper we grow together. The same is true for our businesses when we use storytelling to connect with potential clients.
We provide context for them to see us as more than a business, product, service, or offer. We become three dimensional to them. We have a personality. We have quirks. We have strengths and struggles and emotions. When we let these things enter into our content and propel our conversations we are able to move past surface level and actually connect.
Why do we care about creating connections with our ideal clients? Because connection is key to expanding our reach and seeing our numbers grow. Connection is key to building loyalty. Connection is key to turning potential clients into paying customers. Connection is key to our business filling us up and not burning us out.
I want to break this down a little bit more. Point by point.
Connection is key to expanding our reach and seeing our numbers grow.
Think about social media. Which pages and accounts are you following whose stories you never miss? I would bet they’re all people sharing real-life events, bringing you in, and engaging with you based on their authentic interests, struggles, etc. Just this morning I was invested in watching the stories of someone whose dog ate their brand-new Invisalign. It has absolutely nothing to do with me. But I couldn’t stop watching. It is because she consistently shows up, invites me into her life, and is honest. I’ve told my friends about her page. I’ve scrolled her blog. I’ve searched out her page to see past posts. I’ve engaged with her content. This woman’s following is huge because she does such a great job connecting and telling her stories.
Connection is key to building loyalty.
Why? Because when people get to know you they have the chance to like you. When they like you they’re more likely to show up for you. If you recommend a product, share a project, ask for advice, etc. they’re more likely to engage with you. When they have the opportunity to feel like they know you they’re more likely to be loyal to you because they see you as a friend and trustworthy source.
Connection is key to turning potential clients into paying customers.
Because, again, if they’re invested in what you’re doing, and they like you, and they trust you then they are more likely to give you their dollars. I am not telling you to use your story to manipulate people into supporting your business. I’m talking about showing up authentically and honestly, flaws and all, to let people in. In doing so, you’re prioritizing relationships and connections with people. Then you can support one another as your business serves them. You’re able to provide value to them through both the connection and your business offering.
Connection is key to our business filling us up and not burning us out.
We cannot show up every single day if there isn’t also something in it for us. The quickest and easiest way to avoid burnout is to genuinely connect with real people. Talk about your days, your experiences, what you’re doing in your business, how your business is serving your potential client, what your struggles are, etc. This will make you feel less isolated and more connected. The more energized you are about your business, the more your clients and audience will feel that too.
There is a direct line from storytelling to connection and from connection to revenue. Whether you’re looking to connect in your life, home, business, or social media…start with story. Storytelling equals connection.
If you’re looking to explore storytelling as part of your business, brand, and marketing strategy let’s chat. If you want to learn this skill, my course The Storytelling Advantage is launching January 30 and is available for pre-sale right now. If you’re more a done-for-you kinda girl then we can hop on a discovery call and see how my freelance writing services may help propel your business forward.