Business Storytelling Arsenal | Ep 4

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Grab the Free Resource: https://successon.social/sevenstories

Ever find yourself struggling to know which stories to share with your audience? The right story at the right time can transform how people connect with your business, but many entrepreneurs freeze when trying to figure out what narrative to use.

Drawing from years of storytelling expertise, this episode delivers five powerful story frameworks you can immediately implement in your business communication. These aren't just random anecdotes—they're strategic narrative structures proven to build trust and create genuine human connections.

The founder story sits at the heart of your brand, but are you telling it effectively? Most business owners make the critical mistake of sharing a chronological resume instead of focusing on the emotional pivot points and values that truly captivate an audience. We break down how to transform your origin story from boring to brilliant by emphasizing the moments that matter.

Client breakthrough stories demonstrate your impact in the most compelling way possible. Learn the simple yet powerful "sad to happy" framework that showcases transformations while ethically leveraging social proof. The contrast between where clients start and where they finish creates an irresistible narrative that prospects naturally want to experience themselves.

Perhaps most valuable is our deep dive into why sharing failures actually strengthens your authority rather than undermining it. In a digital landscape flooded with curated perfection, your willingness to show resilience through setbacks creates authentic connections impossible to forge through success stories alone. The secret lies not in dwelling on the fall but highlighting the rise that followed.

Take these storytelling frameworks and weave them into your content strategy. Remember that when someone thinks "that's so me" while hearing your story, you've created magic—the kind of recognition that transforms followers into clients and clients into advocates. Your story is the one they'll stay for.
Leave us a review on your favorite podcast app and let us know which of these story frameworks you're implementing in your business!

Episode Transcript

Speaker 1 (00:00):
You're tired or struggling and not sure what
story to tell and when.
Today I've got five storiesthat you can always tell in your
business, from your founder'sstory to life moments, things
that are always going to work.
Good morning, good afternoon,good evening, and I hope

(00:29):
everybody is ready for anotherepisode of the Story Lab,
because today we're going tojump into five stories that you
can always tell in your business, from your founder's story all
the way through to life moments.
These are key stories that youcan always have in your back
pocket.
So whenever the moment strikes,you have a story that you can
tell.
So we're going to start fromthe top and I'm going to jump
right into these five stories sothat we can get them out to you

(00:49):
and you can go start tellingthem.
So I'm going to share thisquick resource so that you guys
kind of know.
These are seven of the fivestories, so there's obviously
more than the five, but we'regoing to go through five of them
the the founder story,breakthrough stories, failures
and setbacks behind the scenesand life moments.
So those are the ones we'regoing to touch today.
I will make this resourceavailable to you in the show

(01:12):
notes, so you'll have it, but Ijust wanted to give you a quick
look at it.
So these are the stories thatwe're going to be talking about
today.
The first one is your founderstory.
This is your origin story.
This is how you got to whereyou are.
But what you really want tomake sure you're talking about
in the story is the narrativeyou don't want to talk about.
You know, once upon a time Idid this and then this happened

(01:34):
and then this happened.
That's boring for people.
They don't care about all thedifferent steps that you took to
get to where you are.
They care about the stories,the narrative, the things that
happened that are interesting,that brought you to where you
are and why you're doing certainthings.
Make sure you talk about yourpassions and how you got to this
point, what was the moment thatyou decided to start your

(01:56):
business and what happened afterthat.
That's a good founder storythat's going to build trust and
show what you're made of, whatyou believe, your values, and
it's going to let them see moreof who you are, which is what we
want to do with our stories.
We want to share who we are.
We want them to connect withour stories, and a founder story
is a great story to do so.

(02:17):
The next one and I said I'mgoing to fly through these, so
we're going to move pretty fast,but the next one is
breakthrough stories.
These are stories that showyour client's progress.
They show where your clientstarted and where your client
got you.
And I always talk about thisstory in the sense that they

(02:37):
were sad and now they're happybecause this is a breakthrough
story.
They came to you in a placewhere they had a problem and
then you, with your service,with your product, whatever it
is you offer, got them to thatplace of being happy.
And that's powerful, becausepeople want to be happy.
That's always our goal.

(02:58):
Every single business sellshappy.
So share that story.
Share where your client started.
Let's say you're a health coachand you're helping a client who
started out with their healthin a downward spiral.
Maybe they had diabetes, maybethey were overweight, they had a
problem and through your mealplanning and your health

(03:22):
coaching, you got them to be ata point where they were happy
with who they were, where theywere healthy, where the diabetes
was gone.
Share that, but make sure youfocus on the contrast where they
started and where they werehealthy, where the diabetes was
gone.
Share that, but make sure youfocus on the contrast where they
started and where they ended.
The more dramatic that contrast, the better it is for your
business.
So, focusing on that sad tohappy story Now, if you can get

(03:44):
your client to tell thatbreakthrough story, that's even
more powerful.
The reason that's even morepowerful is because a client to
client connection is going tohelp you because they believe
your client.
You have a vested interest inselling what you're selling, but
your client doesn't.
So when you can get your clientto tell those breakthrough
stories directly, that's evenbetter.

(04:05):
All right, now this next one.
This next one's hard for peopleand this next one's hard for
people, understandably, but it'sso important.
And the reason it's importantis because people buy people,
people they like, know and trustpeople, that they can connect
with people that show up as ahuman.
And this is that's why thisstory is so powerful, because

(04:27):
failures and setbacks are real,why this story is so powerful.
Because failures and setbacksare real.
The things that you wentthrough, the moments that things
didn't quite work, those arethe moments where you learn the
most.
Those are the moments youshould be sharing so that people
can connect to you on thathuman to human level.
Because guess what?
We all know?
Shit ain't perfect.
We know it.

(04:47):
And anybody that pretends,especially in the coaching
industry, that shit was perfectfor them, everything went
according to plan, we know is alie, because everything doesn't
go according to plan.
Everything isn't perfect.
So share the setbacks, sharethe failures.
No, it doesn't undermine yourexpertise.

(05:08):
It shows you as a human.
Don't just say, oh my God, mylaunch failed, because, yes,
that's a failure and a setback,but share what you did to get
over that, what you did toovercome that downfall, what you
did to stand up and keep going.
That's what people want to see.
It doesn't matter that you fell, that's not the important thing

(05:29):
.
How you stood up and kept goingis the important thing people
want to see.
It doesn't matter that you fell, that's not the important thing
.
How you stood up and kept goingis the important thing.
Tell that story, share thishappened.
You fell and something wasn'tright.
Maybe you cried that night thatyour launch was a huge failure,
but the next day you got up andyou plan for your next launch.

(05:49):
Or the next day you got up andyou tweaked your current launch
and made an offer for a classand got people to buy from it.
How you got back up is theimportant thing in that story,
because it makes you human.
So that's number three, andwe're going to continue on this
human thing and we're going togo into number four.
And number four is the behindthe scenes.

(06:11):
It's the stuff that reallyhappens in your business.
It's showing the messy.
It's showing that.
I'm recording this podcast oneither side of me I got pages of
notes from this podcast, fromthe last podcast.
It's showing things that arereally happening in your life.
Why?
Because the messy isinteresting, because the things

(06:33):
that aren't perfect isinteresting.
Again, it makes you human andwe should all be showing up as
humans.
That's what we want.
Your audience wants to see thereal you.
Everybody loves that peekbehind the curtain.
So share, maybe, how you put aproduct together.
Share what you do to get readyfor a podcast.

(06:54):
Share how you prepared for yourlaunch.
Share things like that becausepeople want to see that, they
want to know, they want to seeand compare themselves to you.
Maybe they want to feel alittle bit better about
themselves.
Whatever it is, behindthethe-scenes content connects.
So share that behind-the-scenescontent.
Make it feel real.

(07:16):
Your business is real to you.
It should feel real to youraudience.
You should be that personbehind the scenes that is doing
the business.
Okay, and the last one, andthis one's fun to play with.
Actually, it can be a lot ofdifferent things.
I know I've told the story ofmy nephew giving me a birthday
card a couple years ago when hewas just so excited and

(07:40):
everything was perfect aboutthis card because he had done it
, and I wanted my clients tofeel that way whenever they
created anything, my clients tofeel that way whenever they
created anything.
So I shared that story and Itied it back to how I wanted my
clients to feel that theircreation was worthy, because my

(08:01):
three-year-old nephew could seenothing wrong with his card,
because it was perfect, becausehe made it.
So I want you guys to feel thatway, so I shared that story.
I also shared a story of mydogs throwing ice at me.
Not exactly, but I got hit inthe head with a piece of ice.

(08:24):
My dog kicked it and I sharedthat story as a way to say that
you need to start your storiesfrom where the excitement
happens.
So I could have said I waswalking my dogs and I was doing
this.
No, I started the story from.
I was walking, I got hit in theside of the head with a piece
of ice.
I didn't know where it camefrom.
I looked around trying tofigure it out.

(08:47):
But see, I started walking mydogs earlier during the day and
you know, it was icy out.
It was probably about minus 30degrees.
We were freezing.
My dogs don't like the iceeither.
All that stuff.
That's an everyday story thathappens to anybody.
Anybody can walk their dogs.
Guess what?
When you tell that story,anybody who's walked their dogs

(09:08):
connects with it.
Anybody who's been hit in theside of the head with a piece of
ice they didn't know where itcame from.
They connect with it.
Maybe they haven't had that.
Whatever it is you're telling,it's a real human story.
It's something that happens inyour life and it's something
that they connect with and it'ssomething that they can go.
Oh my God, that's so me.
And when that oh my God, that'sso me happens, so me.

(09:31):
And when that oh my God, that'sso me happens, believe it or
not, that's magic, becauseyou've got them.
They feel connected to you,they feel seen.
And that's the power of storiesStories can make people feel
seen, connected to that person,and when you do that, they're
more likely to continuefollowing you, trusting you and
eventually buying from you.
Stories have incredible power.
So these five stories, in anyform, are powerful stories.

(09:54):
They're powerful stories youcan tell to connect with people.
They're powerful stories youcan tell to show client
transformation you're able toachieve.
They're powerful stories youcan tell that show that you're a
human and things don't alwaysgo according to plan.
You can share behind the scenesand you can share those life
moments that actually make adifference and will connect you

(10:16):
with your audience and make themfeel seen.
So those are five stories youcan tell in your business.
I am going to provide thatreference in the show notes, but
I want you to do something forme, if you haven't already.
Head on over to your favoritepodcasting app, wherever you
listen to this podcast, and giveus a rating and review us, if

(10:38):
you can.
Reviews always help podcastsand I want to know what you
think of what we're doing sothat I can make it better for
you.
I look forward to seeing you onthe next Story Lab and remember
your story is the one they stay.
This is your time to brightenup the never.

(11:00):
You've got something to say.