Why Authenticity Works Better Than Perfect Marketing
Let me tell you a story.
Those are incredibly powerful words. They resonate in presentations, networking events, sales pitches, and yes, even newsletters like this one. Stories weave through myriad aspects of our lives, making profound connections with those we seek to reach. Stories are not just narratives; they are our narratives. They can be humorous, poignant, or deeply touching, revealing who we are, what we offer, and the challenges we’ve overcome. They do more than capture attention—they engage the mind and touch the heart. Consider the difference between sitting through a lecture and watching a film. Which experience stays with you longer?
Now let’s talk about your business. Most small business owners aren’t struggling because they lack ideas, skill, or effort. More often, they’re struggling because they’re trying to sound like a business instead of showing up as a human. This usually happens unintentionally. You see polished brands online, you hear what “good marketing” is supposed to sound like, and over time, your own voice gets quieter while the generic one gets louder.
The result is clean, professional, and totally correct… but also forgettable.
Authenticity is what pulls your work out of that sameness. Not because it’s louder, but because it’s real. It gives people a sense of who you are, how you think, and what it’s actually like to work with you and support your business. The most natural way to express that is through stories, not dramatic origin stories or polished brand narratives, but honest moments that reveal your perspective and your process.
Why Stories Build Trust Faster Than Credentials
Credentials answer the question “Are you capable?”. Stories answer the question “Are you someone I want to work with?”
People tend to connect more strongly with perspective than with proof. They remember lessons learned the hard way, the moment a process changed for the better, or the insight that came from a mistake.
Stories add texture and authenticity to your work. They turn abstract values into visible behavior and make your business feel human rather than transactional. Over time, that familiarity becomes trust.
The Real Challenge Isn’t Having Stories… It’s Remembering Them
Most business owners have far more stories than they realize. What’s missing is a way to capture them before they fade into the background of busy days and constant demands. The “that might be useful someday” thought often disappears as soon as the next email or task appears.
This isn’t a creativity problem. It’s a noticing and capture problem.
How to Start Collecting Your Stories in Real Time
You don’t need a complicated system to do this. A simple, consistent habit is enough.
Some ways to make that easier:
• Keep one place for story notes. A single document, notes app, or notebook titled “Stories” or “Moments” is enough. When something stands out, write one or two sentences about it.
• Pay attention to emotional spikes. Moments of frustration, relief, pride, or surprise usually point to something meaningful that’s worth remembering.
• Notice what you repeat in conversation. If you find yourself telling the same example or anecdote to multiple people, that’s a strong signal that it resonates.
• Review your own trail. Old emails, client messages, journals, and past posts often contain forgotten stories waiting to be reused.
• Talk your stories out. Conversations with peers or mentors often surface moments you wouldn’t think to write down on your own.
Your Stories Are Part of Your Value
Your story is not separate from your service. It shows how you think, how you solve problems, how you treat people, and what matters to you in your work. That clarity helps the right people recognize you and decide whether you’re a good fit.
In a crowded marketplace, authenticity isn’t about being louder or more visible. It’s about being clearer, more human, and more understandable. Your stories are one of the most reliable ways to create that clarity over time, and in turn, helps your customers and clients want to support you time and again. Until next time!
