5 stories that’ll make your marketing cut through like a hot knife

Let me tell you about the night I lost a sale worth $50k.

I’d done everything by the book. Slick PowerPoint. ROI forecasts. Market analysis that could bore an accountant to tears. But as I watched the prospect’s eyes glaze over, I knew I’d stuffed it.

Then the competitor walked in. Instead of spreadsheets, he told a story about how he’d helped a similar business in Goodwood double their revenue in six months. The prospect leaned forward, hanging on every word.

That’s when I learnt that storytelling isn’t just for novelists and bush poets. It’s the difference between marketing that connects and copy that collects dust.

Here are five types of stories that’ll make your marketing stand out like a meat pie at a vegan barbecue:

The Origin Story: Why you started
Remember how Mad Max started with a normal cop who lost everything? Your business story needs that same emotional hook. Take Toohey’s Extra Dry. Instead of banging on about their brewing process, they tell the story of how two mates got fed up with pretentious craft beers and decided to make something honest. Simple. Real.

Your origin story needs:

• The problem you faced
• The moment you snapped
• How you fixed it
• Why it matters to your customers

The “Day in the life” Tale: Show, don’t tell
Instead of listing features, show your product or service in action. Like this:

“Mick dragged himself to another networking breakfast, wondering if he’d ever crack the Adelaide market. Then Sarah showed him our lead generation system. Three months later, he’s knocked back two speaking gigs because his calendar’s chockers.”

Paint the picture. Let them feel the transformation.

The customer Hero story
Your best storytellers? Your happy customers. But forget those boring “great service, would recommend” testimonials.

Get specific:

• Where were they stuck?
• What kept them awake at night?
• How did you help?
• What’s life like now?

Here’s how one of my clients does it:

“Six months ago, I was ready to chuck in my plumbing business. Paperwork was killing me, and I was missing my kids’ cricket matches. Then Kee’s business coaching turned it around. Now I’ve got three blokes working for me, and I haven’t missed a weekend game since March.”

The teaching tale
Want to explain something complex? Wrap it in a story.

Instead of:
“Email marketing has a 4200% ROI…”

Try:
“Picture this: Sharon sends one email to her database of 400 cafe owners. By dinner time, she’s booked out her barista training course for three months. That’s the power of a solid email list.”

The personal journey
This one’s like a schooner of truth in a world of marketing lite beer.
Share your stuff-ups. Your lessons. Your wins. Make it real.

Like when I lost that $50k? That taught me more about effective communication than any marketing course. And every time I share that story, people nod because they’ve been there too.

The secret sauce of story success

Here’s how to make your stories stick:

Keep it tight
Your story shouldn’t be longer than a Bunnings sausage queue. Get in, make your point, get out.

Make it real
Add specific details that paint the picture:

• Names
• Places
• Numbers
• Sensory details
  

Show the transformation
Every good story has a before and after. The ugly duckling becomes a swan. The struggler becomes successful. The problem gets solved.

Make it relevant
Your story needs to connect to your customer’s situation. If it doesn’t make them think “that could be me,” it’s just entertainment.

Why this matters now more than ever

With AI churning out content faster than a servo coffee machine, authentic stories are your secret weapon. They’re the difference between being another business and being THE business people remember and trust.

Think about it: When was the last time you told a mate about a great marketing email? Never, right? But I bet you’ve shared stories about:

• The tradie who went above and beyond
• The cafe owner who remembered your coffee order
• The consultant who helped you dodge a bullet

That’s the power of story. It makes your marketing memorable, shareable, and human.

Start small, start now

You don’t need to be Tim Winton to tell a good business story. Start with one simple tale:

• How you helped your favourite client
• Why you started your business
• A mistake that taught you something valuable

Share it on your website, in your next email, or with the next prospect you meet.

Because in a world of marketing noise, stories are like that mate who brings the good beer to the bbq—always welcome, always remembered. in a world of marketing noise, stories are like that mate who brings the good beer to the bbq—always welcome, always remembered.