The Secret to Storytelling for Business: How to Find and Share Stories That Actually Connect
- Ashley Conway
- Nov 5
- 4 min read
I still remember the first time I heard Zig Ziglar tell his “prime the pump” story. He described this old water pump on a farm — the kind where you had to pump and pump and pump before any water would flow. His voice rose with energy as he said, “You can’t stop now — keep pumping!”
And somehow, decades later, I still remember that story. Not the sales principles he was teaching, not the exact steps of his method — the story.
That’s the magic of storytelling for business. The right story sticks when all the facts and formulas fade. It builds trust faster than any pitch deck, and it’s the single most powerful way to connect with your audience — whether you’re posting on Instagram, speaking on stage, or sharing your latest offer in an email.
Let’s talk about how to find your stories, shape them, and share them in a way that actually connects.
Why Storytelling Works (and Why Data Alone Doesn’t)
We live in a world drowning in information. Your audience can Google any answer they want in seconds. But you know what they can’t Google? Connection.
Stories break through the noise because they speak to the heart, not the head. They make your audience feel something. And emotion is what drives decisions — not logic.
Think about your favorite speaker, podcast host, or brand. You might not remember their five-step framework, but I bet you remember the story that made you lean in — the one that made you think, “Yes, that’s me.”
That’s what great storytelling does. It takes you from being an expert your audience admires to a person they actually connect with.
How to Spot a Great Story (Hint: It’s Not What You Think)
Most business owners assume a “good story” has to be dramatic — like climbing a mountain or starting a business with $20 and a dream. But your best stories are probably hiding in plain sight.
They’re in your everyday life — the moments that make you laugh, cry, or stop in your tracks.
Try these prompts to find yours:
A childhood memory that taught you a life lesson
A funny or frustrating moment that happened this week
A time you failed, fell down (maybe literally), and learned something valuable
A conversation with your kids or a client that made you think differently
For example, I once told a story about my seven-year-old dramatically declaring, “I hate my life!” because it was raining again. (Relatable, right?) That one moment turned into a story about allowing ourselves to feel emotions — and it resonated deeply with my audience.
The takeaway? You don’t need epic adventures to tell a great story. You just need to notice the small, meaningful moments in your life — and the lesson hiding inside them.
The 3-Part Framework for Sharing Stories That Connect
Once you’ve spotted a good story, here’s how to shape it into something powerful and purposeful.
The Moment: Set the scene. Paint a quick picture of where you were, who was there, and what was happening. Keep it short — this isn’t a novel.
The Meaning: What did you realize, learn, or feel in that moment? This is where you find the insight or emotion your audience can relate to.
The Message: Tie it back to your audience. Why does this matter for them? What truth, encouragement, or takeaway can they apply to their own life or business?
The goal is to make them the hero — not you. Every story you tell should answer the unspoken question every audience member is asking: “What’s in it for me?”
How to Build Your Story Bank
The best storytellers aren’t the most interesting people — they’re the most observant. They notice details, write them down, and save them for later.
Start your own story bank:
Use your Notes app, Google Doc, or even a voice memo.
Record the story as soon as it happens, while the emotion is still fresh.
Add a quick note about what it means (e.g. “perseverance,” “comparison,” “creativity”).
Then, when you need a story for a post, talk, or podcast, you’ve got a library of meaningful, authentic content waiting for you.
Your Challenge: Tell One Story This Week
You don’t have to be a professional speaker or bestselling author to be a storyteller. You already are one — because you run a business, and business is built on stories.
So here’s my challenge: this week, share one story. Something that made you laugh, cry, or stop in your tracks. Post it on social, tell it in your next email, or open your next podcast episode with it.
Because the more you tell stories, the more your audience will remember you — and trust you.
Ready to Find the Stories That Sell (and Stick)?
If you want help identifying your most powerful stories and turning them into marketing gold, I’d love to help.
📅 Book a free intro call — we’ll map out a few of your best stories and figure out how to use them to attract, connect, and convert your ideal clients.
