Hi {{first_name}},
Every business has interesting stories. The problem is, most business owners don't know how to find them—or don't think they're worth sharing.
So here's a framework I use when helping clients uncover the stories that actually resonate with customers.
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Step 1: Stop thinking about what you do. Start thinking about why it matters.
Your customers don't care about your services or features. They care about outcomes, emotions, and what changes for them.
Example: I recently worked with an HR consultant. Let’s face it, all HR consultants generally do the same thing. But, this consultant was not focused on the “how” but the “why” - the fact that great HR creates great business culture. So, instead of talking about what he could do, we talked about the outcome — a culture where people want to work and a business that can attract top talent.
Ask yourself: What problem keeps my customers up at night? Why can’t this problem be ignored? What would be different in their life or business if this problem didn't exist?
Step 2: Mine your own opinions and perspectives.
The most compelling content comes from having a point of view. Not just reporting trends—but interpreting them through your unique lens.
Example: I’m working with a cybersecurity firm. Most people think of IT as an activity that happens behind the scenes, but this founder believes that IT teams must get out and experience the day-to-day work of employees in the field in order to implement security policies that people can follow. So, we lean into that perspective in his content and it’s already resulting in better referrals and leads.
Try this exercise: What's something everyone in your industry believes that you think is wrong? What's a trend you see that others are missing? What's a lesson you learned the hard way?
These opinions are gold. They show customers how you think, and thinking is what they're buying.
Step 3: Look for the unexpected details.
The adhesives manufacturer using robots. The credit union redesigning community lending. The real estate lawyer helping first-gen immigrants navigate property ownership.
What's the thing you're doing that's a little different? A little innovative? Even if it seems small to you, it's probably fascinating to an outsider.
Example: I worked with a catering company that focused on presentation aesthetics as much as food quality. To them, it was just how they did business, but to customers, it was one less thing to think about.
Ask your team: What do customers always seem surprised to learn about us? What makes us different from competitors (beyond "we care more")?
Step 4: Answer the questions buyers are actually asking.
Not the questions on your FAQ page. The real questions they're thinking but not saying:
"Can I trust these people?" "Do they understand my situation?" "What's it actually like to work with them?" "Are they going to make this easy or painful?"
Example: While working with a healthcare company, we started sending detailed “what to expect” videos with every confirmation email. This increased show rates and appointment readiness because new patients had a better understanding of the journey and were more motivated to get started.
Your content should answer these human questions, not just list your credentials.
Step 5: Share it like you're talking to a friend.
This one is a no-brainer. Customers are not judging you based on how many big words you use or technical details you provide. So drop the corporate jargon. Tell it like it is. Share stories, not press releases.
Your customers are humans scrolling through their feed at 9pm. They don't want to read a white paper. They want to understand who you are and whether they want to work with you.
Here’s your assignment: Pick one step where you think your content could be doing better and come up with one way you think you can improve it. If you want to reply and let me know what you are working on, I’d love to hear it!
Happy marketing…
Katie