Your biggest business growth secret? It may not be sales tactics—it’s storytelling. Storytelling in business is more than just a trend—it’s a powerful tool for building emotional connections and fueling growth. As a business owner, your story is the key to creating lasting relationships with your audience. It’s how you show your authenticity, share your experiences, and invite others to connect with you on a deeper level.
In this episode, we dive into how storytelling can transform your brand. Our guest, April Adams Pertuis, has spent over 30 years as a journalist, producer, and writer. She now works with people and brands to help them tell their story in a more authentic way. Today, she shares her journey of discovering the power of storytelling, both in her personal life and in business. She reveals how even the smallest, most relatable stories can create strong emotional connections with your audience.
If you’ve ever wondered how to share your story or felt unsure about what parts of your journey to even talk about or highlight, this episode is for you. We’ll walk you through the process of finding and telling the right stories to connect with your ideal clients. By the end, you’ll feel inspired and ready to leverage storytelling in your business. Let’s get started!
Why Is Storytelling In Business So Important?
Storytelling in business is one of the oldest tools for connection and communication. Since the dawn of time, humans have shared stories—from cave paintings to ancient oral traditions—to document their experiences. Storytelling has always been a way to connect, and it’s no different in business today.
As children, we instinctively process life’s events through storytelling. You may journal your feelings and experiences, making sense of the world by putting your thoughts into words. Then you see this same storytelling unfold around the family dinner table. You build genuine relationships through stories, both personal and professional. It was never about a sales pitch but about connection.
“Heartfelt storytelling is both profitable and deeply human,” according to Forbes, too.
In business, storytelling isn’t just a trend; it’s a way to humanize your brand. People relate to stories, and that’s what builds lasting relationships. (And the NY Times agrees!)
Now we know that storytelling is important and that we should be telling our story…but what story do I tell?
What To Do When You Feel Like You Don’t Have A Story Worth Telling?
When we think of storytelling in business, we often believe we need to share big, life-changing stories. But the truth is, the most relatable stories are often the quiet, everyday moments. These small, seemingly unimportant experiences are what resonate with most people.
Think about it—most of us aren’t navigating huge challenges every day. We’re dealing with the little things, like juggling work and raising kids or managing unexpected changes. Sharing those stories, no matter how “boring” they seem, can be the key to connecting with your audience. It’s about being human, not perfect.
People don’t need the grand narratives of overcoming massive obstacles to relate to you. They connect with the real, everyday challenges you’re facing right now. Maybe it’s the struggle of getting your first child off to college or balancing work with raising toddlers. These moments are where real connection happens.
When you stop overthinking and just share what matters to you, people engage more. I’ve seen it happen—sharing stories about my diet or navigating parenting challenges always sparks deeper conversations. These connections are the foundation for building authentic relationships, whether or not they turn into business opportunities.
Ultimately, storytelling in business isn’t about the size of your story. It’s about inviting others into your world and finding common ground.
How Do You Figure Out The Right Pieces Of Your Story To Tell?
One of the most common questions I hear is, “How do I choose the right pieces of my story to tell?” It’s a great question, and the answer lies in knowing your audience. Storytelling in business isn’t about sharing your entire life story—it’s about creating connection points that resonate.
Start by understanding who you’re speaking to. What challenges are they facing? What emotions or experiences do you share with them? When you know your audience on a deeper level, you can tell parts of your story that mirror their own. This is key to making your story about *them*, not just about you.
You don’t need to focus on giant life events to make an impact. People connect with the small, relatable moments—like juggling work and family or navigating everyday struggles. These moments are what draw people in and make them feel seen.
Remember, storytelling in business is about creating a shared experience. When someone reads your story and thinks, “That’s me,” you’ve already formed a powerful connection. This connection moves people to action, whether it’s reaching out to work with you or simply wanting to learn more.
It’s not about overthinking or trying to craft the perfect narrative. It’s about showing up consistently, sharing the right pieces of your story, and letting your audience see themselves in your journey. That’s where the connection and relatability happens.
Get Visible and Build An Audience Using Storytelling In Business
Getting visible isn’t about hacks or shortcuts—it’s about a mindset shift. The reason most people struggle with visibility is that they’re still making the story about themselves. They worry about how they look, sound, or what others might think. That’s where storytelling in business comes in.
When you make storytelling about helping others, not yourself, everything changes. April stays consistent because she focuses on who she can help today. She’s not worried about how she appears on camera or if a sales call will convert. Instead, she is driven by the desire to make an impact. (And have you experienced the Lightbeamers community? She is definitely making an impact!)
If you want to get more consistent with your visibility, you need to care more about helping your audience than about your own discomfort. Think about the value you’re bringing and the people you’re serving. That’s how you stay motivated to show up every day.
Storytelling in business is powerful because it creates real connections. It’s not about you; it’s about how you can help others through your story. The more you focus on that, the easier it becomes to stay visible and consistent. The right people will connect with you because they see your genuine desire to serve, and that’s how you build lasting relationships.
Connect With Our Guest, April Adams Pertuis
If you want more practice and insights about storytelling in business, check out The Inside Story podcast. April shares her own stories, interviews guests, and explores how storytelling can transform your business.
You can also explore more at lightbeamers.com, where you’ll find free guides and resources to enhance your storytelling skills. Whether through the podcast or the community—or both—you’ll find tons of inspiration to help you grow.
