Emotions, not logic, drive most buyer decisions. It’s a powerful sentence that many fail to understand in the marketing and selling process. But why? We receive countless inquiries daily from people who want to sell us their stuff. Every pitch seems to be the same.


“We’re the best because we increase production by x%”

“We save an average $ for our clients”

“Our product is the best because of x features”


Great statistics but a forgettable story. Many B2B companies probably deliver value to their customers, but their marketing and sales pitch fail to connect and engage their buyers. Statistics, PowerPoint presentations, and features alone all fall short of real engagement.

No matter how great your products are, if your business or sales rep lack a good story, it is all for nothing.

When done correctly, business storytelling gives reasons for people to buy from you. A great brand inspires trust and connects your business with customers and employees. Small businesses may lack the resources of larger organizations but they are still competing on the same playing field. Lacking resources does not have to be a crutch. In fact, storytelling can be the ultimate differentiator for small businesses.

Look at this Shark Tank pitch. The opening is the same as every other investor pitch – investors were seeking $150k for a 15% stake in their company. As the pitch progresses, the Sharks get emotional.

When the question was asked, “What motivated you guys to start your own business?”, an emotional story begins to unfold. The product features were overrun by the emotional connection the business owner created when he told his ‘Why’.

At the end of the video, Mr. Wonderful says, “It’s moving. I gotta tell you.” while wiping away tears.

In the short clip, we never even heard about the products or features. All the sharks (potential buyers) heard was an unforgettable story behind the company.

All remarkable stories have 3 distinct elements: All remarkable stories have 3 distinct elements:

They lay the groundwork

Your business story must be engaging with a clear focus. Without either, you will quickly lose the attention of your audience. The quintessential question is: what is the heart of the story – a message, an idea, a theme. You should clearly answer the following questions:

  • Who is telling the story?

  • Why is this story important?

  • Who are the main characters?

  • What are the challenges these characters face?

The theme provides the central idea around every other piece of the story. This is your north star for the entire premise – what to include and what to exclude. This is the time to showcase your core values and purpose guiding your products, operations, and team. When business growth is built around a central theme, you avoid adding in the nonessential components that can dilute a great message. They are authentic

Authenticity is crucial to gaining trust. Your audience quickly realizes the product-pushers and KPI driven businesses from those who speaks from the heart. Don’t overthink your story. Detail your ‘Why’ – Why are you in business? Why do you do what you do? Why are you motivated to provide these products and services? Celebrate your uniqueness and recognize your challenges.

They provide a clear endgame

Business stories provide your audience with lessons learned and what buyers should know from hearing it. Thought-provoking messages with key points encourage your audience to connect with your brand through a clear outcome. Stories provides the message of who we are, where we come from, and where we are going all while taking your potential buyer along for the journey. The outcome reinforces your values and builds confidence with your brand.


When we meet people in real life, we get to know them better by asking questions. We uncover their story and tell our own. The goal is to connect through similar likes, dislikes, shared experiences, or similar connections.

In business, the rules are the same. Telling your story is a critical part of relationship-building because you mold the view of how others perceive you and your brand. When done correctly, buyers will gravitate to you simply because they love what you stand for, what you do, and how you add value to them.

In the Shark Tank video, the business owner tells why he driven to pitch to the sharks. The story is so authentic, it brings the Sharks to tears. Finally, he closes with a clear picture to encourage the Sharks to invest.

The next time you have an opportunity for a marketing campaign or even sitting down in front a potential buyer, be more like the Shark Tank business owner. Capture and maintain the attention of your audience. Be memorable by making them a part of your journey.