What storytelling actually means in business

Forget dramatic hooks real storytelling is simpler, and more powerful, than you think.

Author

Stephen Stanberry
September 21st, 2025

In partnership with

friend!

I recently got a message that said:

“I keep hearing I need to ‘use storytelling’ in my content strategy… but what does that actually mean?”

Let’s talk about it

Most people assume storytelling means sharing a dramatic life moment, or starting every post with “3 years ago I was broke on a couch…”

I get the confusion.

But storytelling isn’t performance. It’s perspective.

Storytelling is the act of giving meaning to experience. It’s a structured way of saying:
“Here’s what I’ve lived. Here’s what I learned. Maybe it will help you too.”

And here’s why it matters:

Tips are forgettable.
Stories are sticky.

Stories don’t just inform, they transform how people feel about you, your work, and what’s possible for them.

When used in your content strategy, storytelling:
Builds emotional trust faster than “value” ever will
Positions you as relatable, not just “smart”
Creates continuity across your posts, emails, and offers
Moves people from casual lurkers to ready buyers

Still not sure where to start?

Here’s a simple framework:

1. Choose a moment that shaped your thinking.
2. Show the emotional tension. What was at stake?
3. Name the shift. What changed and why does that matter to your reader?
4. Connect the dots. Tie it back to your core message or offer.

That’s it. That’s storytelling.

→ Not to impress. But to resonate.
→ Not to perform. But to connect.

And that’s why it belongs at the heart of your content strategy—not just as a flourish, but as the foundation.

Talk soon,
Stephen

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