How to Market Your Business with Stories

Human beings are hardwired to be captivated by stories. We find them irresistible!

That’s why when your marketing message is delivered as a story, your prospects find it easy to listen to, pay attention to, and act on.

Some “storyselling” ideas you can use for your business:

  • Market your business with a “transformation story” that details why one customer desperately needed your products and services, and the amazing results they got from them.
  • Tell an “origin story” about how you started your business, and why you do what you do.
  • Share a “community story” about how your business has had a positive impact on the community where you live (or the online community you serve).
  • Give your product or service a voice, and tell a “point of view” story in this voice.

The last one’s only for people who aren’t afraid of a little creativity. For example, I could write a story that goes like this:

“I’m Pamela’s laptop, and my favorite time of the week is when she sits down to write her Big Brand System blog post.

I can always tell when she’s in “blog post mode,” because all the same elements are there: she takes me to a comfortable spot with no distractions, she’s got a cup of tea by her side, and she looks determined.

Then she opens up MindNode, my mind mapping software, and gets to work. She takes 15-20 minutes to map out a basic structure: headline, subheads and main points. Then she copies the mind map and pastes it into a Byword text document. She puts Byword into full screen mode so she can focus on the task at hand. Details are filled in, transitions are written, and a call to action wraps things up at the end.

When she’s done, she fires up her WordPress website, searches for an image to complement her words, and formats her page.

Once she’s previewing the final product, I know we’re in the home stretch. She checks and double-checks to make sure the post features important keywords, then she preps it to be published.

I say goodbye as my screen closes, and hear her move away to make another cup of tea: another Wednesday post is ready.”

See how I did that? I just shared a lot of information about the software and the process I use to write my posts. Because it was in the form of a story, you probably fell right into the rhythm of the story and didn’t even notice that you were learning something at the same time you were being entertained.

Share how you use stories to market your business

Do you market your business with stories? Do you plan to in the future? Let’s chat about it in the comments.

wd-15-3D-transPamela Wilson here. If you enjoyed this article, why not get the free Weekend Digest newsletter? Every other Saturday, you’ll receive one email that’s chock-full of information about the intersection of business, branding, design, and marketing. Join us.


  1. Percy says

    As usual .. great tips, information and to the point message. Keep up the good work Pamela.

    Percy O
    (one of your many fans =)

  2. says

    I’m just reworking our About Page and our story is an “origin” story.. LOVED writing it.. It made the whole thing so easy and fun! Can’t wait to finish final tweaks and hit “Publish”.

  3. says

    Good article Pamela. This definitely has got me inspired to work on our ‘about us’ page. Everyone I am sure has an interesting story to tell and it would definitely make it worth the read, which normal text cant. And in this highly competitive world today, we do need to be a step ahead.

    • says

      Glad to hear this, Ajay. I agree — there’s something about stories that draws us in like straight text can’t. Good luck telling yours.

  4. says

    Hi Pamela,
    I’m really loving your new video series!
    I’m trying video storyselling myself with a upcoming product launch that starts next week!
    While my videos won’t be quite as polished, I do think I’m hitting on the importance of the benefits while explaining the features to my audience, and hope to make an emotional connection at the same time.
    In fact, my first video is actually titled “Community”, my third video is a transformation story, and my fourth is an “about us” story.
    So glad to know I’m on the right track!

  5. says

    I have a gift of storytelling and even perform from time to time. After fighting it for year, I recently had an aha moment and began weaving Storytelling into my Social Media business. I’m in the re-branding process and feel comfortable in my skin (online that is). As a person who isn’t afraid of creativity, I wrote a story like yours. I hope you don’t mind me sharing the link here:
    “The Story of the Lonely Blog Post and How She Found Love”
    As a matter of fact, I just wrote an accompanying e-book with a checklist last night and I’m using your eBook Evolution System.
    You know I’m one of your biggest fans :)

  6. Jeniffer Cooper says

    Thanks alot for sharing this excellent blog Pamela! I simply loved the idea of sharing stories. Sharing business experiences helps the customers as well as the start ups in a lot of ways. In fact I personally got inspired of starting my own business after reading few business entrepreneur stories.