What It Means to Use Your Story in Your Marketing (And How to Do It Strategically)

The term “story” has become a buzzword within marketing. But what does it mean to “use your story to grow your business."

For starters, it doesn’t mean dumping your life history into your About page. And it doesn’t mean trauma-dumping or oversharing. And it doesn’t mean making your content all about you.

Strategically using your story in marketing is about choosing specific moments — real, human moments — that help your audience trust you, shift their beliefs, or see what’s possible for them.

In our post, The Importance of Storytelling for Business, we dive deeper into why storytelling matters in business.

But in this post, I want to explain how you can practically use your story to make your marketing work better.

How Storytelling Is Actually Used in Marketing

Storytelling in marketing isn’t fluff — it’s strategy. And when done right, it becomes one of the most powerful tools in your brand arsenal.

Here’s what storytelling really does:

• Captures attention in a distracted world

• Makes your message more memorable

• Helps customers feel seen, understood, and motivated to act

Why does it work? Because humans are wired for stories. According to research, our brains retain information better when it’s told in narrative form. Emotion-rich storytelling engages more areas of the brain than plain facts or stats ever could.

In practical terms, marketers use storytelling to:

• Introduce a brand or founder

• Educate and reframe outdated beliefs

• Sell through transformation (not persuasion)

• Create identity and belonging around a product or service

Storytelling isn’t just for personal brands — it’s for anyone who wants to stand out, connect deeply, and drive action.

Common Storytelling Frameworks You Can Borrow

If you’re not sure how to shape your story, you’re not alone. That’s where frameworks come in. Here are three that simplify the storytelling process:

• The 5 C’s of storytelling: Circumstance, Curiosity, Characters, Conflict, and Change. This helps structure your story with a clear beginning, tension, and transformation.

• The 5 P’s of storytelling: People, Place, Plot, Purpose, and Point. A reminder to keep every story grounded in relevance and direction.

• The Hero’s Journey: A classic narrative arc used by brands like Apple and Nike. It positions your customer as the hero and you as the guide — just like Donald Miller’s StoryBrand framework.

Want to explore this further? You might enjoy Why Your Brand Needs a Hero — And It’s Not You.

The Three Strategic Reasons to Use Story in Marketing

1. Build Trust → “I’ve been where you are.”

People buy from people they trust. And one of the fastest ways to build trust is to show someone that you get it — not because you’ve studied it, but because you’ve lived it.

Depending on your industry, let me give you a few examples you might consider:

Marketing Coach Example: “I remember refreshing my inbox every five minutes after I launched my first offer — and feeling totally crushed when only two people bought. It felt personal. Like maybe I wasn’t cut out for this. Now, after building a 6-figure business helping others with their messaging, I realize it wasn’t that I wasn’t good enough — I just didn’t know how to communicate my value clearly. That moment still drives the way I coach today.”

HVAC Example: “I still remember being a brand-new homeowner in the middle of July when the AC stopped working. It was 92° inside and I had no idea who to call or who to trust. That’s one of the reasons I started this business — to be the kind of honest, responsive company I wish I had back then.”

Home Builder Example: “When my wife and I remodeled our first home, we got ghosted by a contractor halfway through the project. No communication. No accountability. Just stress. It’s why we created a building experience that’s different — one that keeps clients in the loop, answers the phone, and treats your home like our own.”

Use these stories in: your website’s About section, email welcome sequences, Instagram captions or Reels.

You can see more on how contractors can build trust through content in Content Marketing for Contractors: Build Trust, Get More Leads.

2. Reframe Beliefs → “Here’s what I thought… and what I learned instead.”

Sometimes your audience isn’t taking action because they’re believing something that isn’t true. Your job is to help them see it differently.

Web Designer Example: “I used to think a beautiful website was the secret to attracting more clients. So I spent weeks tweaking fonts, colors, layouts — and still heard crickets. What I learned? Messaging converts. Design supports. Now every site I build starts with brand voice and copy first — not Canva templates.”

Fitness Coach Example: “I thought I needed to work out harder to see results. I’d add more HIIT, more burpees, more time — but my body was constantly inflamed and exhausted. Turns out, less stress and better recovery gave me the results I was chasing.”

HVAC Example: “For years, people told me: ‘If it ain’t broke, don’t fix it.’ And I believed it. But after seeing system after system fail when a simple yearly tune-up could’ve prevented it, I realized: Maintenance isn’t optional — it’s how you avoid emergency calls at midnight.”

Home Builder Example: “I used to think custom homes were only for luxury clients. But after helping dozens of families build homes under $500k, I learned that ‘custom’ doesn’t have to mean over-the-top — it means intentional. You don’t need marble countertops and gold fixtures. You need a space that’s built for the way your family actually lives.”

Want to see how reframing shows up in brand messaging? Read What Is Brand Messaging and Why Does It Matter?.

Use these stories in: blog posts, sales pages, carousels or reels that challenge common beliefs.

3. Paint a Possibility → “If I could shift, maybe you can too.”

Your audience wants to know that change is possible. And your story can help them believe it.

Life Coach Example: “I used to believe burnout was just part of success. Late nights. Hustle. Hustle. Hustle. But I hit a wall — anxiety, insomnia, and panic attacks. Now, I run a 6-figure coaching business with time to take Fridays off and eat lunch with my kids. If I can make that shift, so can you.”

Copywriter Example: “I used to hate selling. It felt gross — like I had to be pushy or manipulative. Now, writing sales copy is my favorite thing — because I know how to make it feel like an invitation, not a pitch. That shift changed everything.”

HVAC Example: “We used to get panicked calls every summer from families with systems on their last leg. Now, more and more of our customers are switching to energy-efficient mini splits that run quietly, cool evenly, and cut their monthly bills in half. What’s possible for them is possible for you too.”

Home Builder Example: “We worked with a couple last year who nearly gave up on building because they felt overwhelmed and out of their depth. But after a few meetings and some clarity around the process, we helped them design and build their dream home — and they moved in six months ago. It’s not just a house. It’s a new chapter — and you can have that too.”

To go deeper on this idea, read Why Your Brand Needs a Hero — And It’s Not You.

Use these stories in: testimonials, launch emails, videos or reels showcasing transformation.

How to Use These Stories Strategically

Now you know why it’s important to use story, let’s talk about HOW to do it.

• Choose one moment — not your whole story

• Match the moment to the message

• Make it resonate more than it impresses

And above all — make it about them. Your story isn’t the spotlight. It’s the bridge.

If you want to learn how to connect story to your brand strategy more clearly, check out How to Develop a Content Marketing Strategy for Small Businesses.

And if you're not seeing results from your content, there’s a good chance you’re making one of 5 Costly Marketing Mistakes.

Final Takeaway: Why Storytelling Is So Effective

Storytelling is effective because it humanizes your brand, simplifies your message, and emotionally connects with your audience. According to research highlighted by the Content Marketing Institute, people are 22 times more likely to remember a fact when it’s wrapped in a story.

So next time you go to write a post, record a video, or pitch your service — ask: What story could I share that helps them trust me, shift their belief, or see what’s possible? Start there. Because that’s what it actually means to use your story in your marketing.