Telling your unique story with marketing

Marketing isn’t just about getting your name out there. It’s about getting the right people to care—and that doesn’t happen by throwing random facts about your business at them.

Your audience isn’t waking up in the morning thinking, “Man, I really wish I knew more about the history of this company!” They’re thinking about their own challenges, goals, and frustrations. And if your marketing story doesn’t connect to those, they’re moving on.

So, how do you tell your story in a way that makes an impact? Simple. You make your story about what’s important to them.

Your story should be about them, not you

One of the biggest mistakes businesses make? Assuming their story is the main event. They focus on their history, their services, and their awards. But here’s the thing: Your audience doesn’t care about your story unless it helps them somehow.

Think about your favorite movie. Every great story has a hero. In Star Wars, it’s Luke. In The Lord of the Rings, it’s Frodo. And in your marketing? Your customer is the hero.

That means you’re not the star of the story. You’re the guide. Your role is to help them get where they want to go, solve their problems, and make their lives easier.

If your messaging is all about you—your background, your expertise, your achievements—without tying it back to what they need, they’ll tune you out.

Why your unique story isn’t enough

A common misconception is that having a unique story is enough. It’s not.

Being different stands out. But what makes you different has to impact your audience directly. So, instead of just focusing on what makes you unique, focus on what makes you uniquely valuable to your audience.

Did you start your business because you saw a significant gap in the industry? Tell that story—but frame it around how your solution fixes that gap for them.

Do you have a different way of doing things? Great—but explain how that benefits them, not just how it sets you apart from competitors.

Your uniqueness should always tie back to their needs. Otherwise, it’s just background noise.

Bringing your story to life in your marketing

A compelling story doesn’t just live on your About page. It should show up everywhere.

On your website, your homepage should immediately tell visitors who you help and how. If they have to dig to figure that out, they won’t.

On social media, people engage with stories, not brands. Share customer success stories, behind-the-scenes moments, and insights that connect with real people.

In email marketing, don’t just send generic promotions. Make every email feel like it was written for the reader. Share useful insights, tell short stories, and provide real value.

With video, authenticity beats perfection. Whether it’s a quick customer testimonial, a behind-the-scenes clip, or a simple message from you, the key is making it real.

Wherever your story appears, it should be consistent, clear, and relevant to your audience. If your website says one thing, your social media says another, and your emails are all over the place, people won’t know what to believe.

Your story should evolve

Your business changes. Your customers change. What resonates today might not work a year from now. That’s why the best marketers listen first. They watch for patterns in customer feedback, pay attention to what messages resonate most, and aren’t afraid to adjust their story when needed.

Your story isn’t just something you write once and leave alone. It’s an ongoing conversation. The better you listen, the better you’ll tell it.

The bottom line: tell a story that people care about

If you want your marketing to work, your story has to do more than describe your business. It has to show your audience that you understand them, can help them, and are the best guide to get them where they want to go.

When you tell your story through their lens, your marketing stops being just noise—it becomes something they care about. And when people care, they engage, trust, and take action.

You’re not making them care. You’re tapping into things they already care about.

Want help crafting a story that connects? We’d be happy to talk and see if we’re a good fit for your business or nonprofit and your story.