Storytelling is a very powerful way to give your products and services meaning.  Take your audience on a journey so they can connect with you. 

Storytelling provides content for your website (whether it be on your ‘about us’ page or in a blog) and on social media, and helps to build your brand.

Marketing, whether it be through social media or otherwise, is about brand awareness…the brand of YOU. Yes you sell products and services and they may well feature in your storytelling, but allowing your brand to have a distinct personality that underpins your products and services, is very important.

What is your Story?Storytelling is King

Your journey, your story.

Think of storytelling as a journey. Don’t make up a story, this isn’t fictional fairytale writing. Honesty is key. In the age of Marketing Rebellion – be more human.

Be sure that it isn’t a one off exercise. Don’t ‘lay it all bare’ then walk away. Be consistent. Be real. Authenticity is key.

Your story can involve others – experiences, situations, conversations. Your story doesn’t always have to be solely self-centric, but can be ‘people-centric’.

Who cares about your story?

Directly or indirectly, your engaged audience will care about your story. If it resonates with potential customers, inspires or educates them, you begin to have a connection. How someone feels about your brand (the breadth behind the product and service you provide), goes a long way towards the 5 Steps of the Social Media Marketing Funnel…making a connection.

If a percentage of your potential audience doesn’t care about your story, think positively about this as a natural filtering system. Maybe they are NOT the audience you should be attracting, nurturing and spending time with. Relax and celebrate the unfollowers.

How should you tell your story?

Be authentic.

Be personal.

Be consistent.

Be factual.

What story do you tell?

The only way you can truly ‘walk and talk’ your story is if it’s real.

Be positive, be honest.

  • What do you stand for?
  • Why does it matter to you?
  • Why do you do what you do?
  • Why are you so passionate about the product or service you provide?
  • How was your brand ‘born’? What inspired you to start your business?
  • What is your brand’s mission? (Note: ensure this not ‘make a million dollars by the end of next year’, but think of the needs of your audience: a solution to their problem).

Your story doesn’t have to start from the beginning and it doesn’t have to dig deep into your past. Your story can be the very present.

For example – a florist. Your social media posts don’t have to all about endless bouquets. You could tell a story about your love for gardening or art, talk about your growers or getting up at 5am in the morning to attend the flower market. You can talk about the meanings of different flowers, beautiful poems you read on cards, a glorious new flower that’s just come into season, or your Nana’s favourite rose.

Does every social post have to tell a story? No, not at all.  Some posts will be informative, amusing or product/service driven. 

Your stories can include the product and service you offer, or not.

Ensure though, that the stories you tell have an end game. Ask yourself these questions:

  • Does it show you are human?
  • Will your audience be able to relate to this?
  • Are you solving a problem for them?
  • Does it give your audience a better understanding of you, the brand behind the product or service you provide?
  • Does it inspire them, or evoke a reaction from them?


  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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