Up until recently, I didn’t realize I had been using storytelling marketing in my businesses since 2008. I had just returned from England as an internationally certified riding instructor and was teaching riding lessons in my mom’s program. At the same time, I was studying equine photography but hadn’t had the right equipment—until I finally purchased my first DSLR camera with a 70/200 lens!
I practiced for months, taking pictures of our students at shows and planning photoshoots with them and the lesson ponies they adored. One day at a local show, an older woman approached me while I was taking photos. She asked to see the images on my camera. I eagerly flipped it over and showed her not just the typical shots you’d expect from a show photographer but candid moments: kids holding hands as they walked ponies back to the barn, parents watching with their eyes closed as their 7-year-olds rode their jumping rounds.
She told me she wanted a session with her retiring horse. That conversation birthed my equine photography business.
Why Your Story is Your Greatest Business Asset (And How to Use It to Build Trust)
For years, I captured stories of riders and their best friends. My website and marketing were filled with their stories, but the one story that connected most deeply with my audience was my own.
When I was 14, I purchased my first horse, an older Thoroughbred mare named Enviada. She was a brilliant bay with a blaze, and we were fearless together. But we only had three short years before she passed away due to a twisted gut. I was devastated. Even more heartbreaking, I realized I didn’t have any meaningful photos of us together—just a few competition shots that didn’t tell the story of our bond. To this day, I still search dusty photo albums, hoping to find one more picture of her and me.
That story wasn’t just about loss; it was about why I started my photography business: to ensure other people didn’t experience the same regret. It’s the story I shared with the woman at the show that made her want to work with me and it’s the story that resonated most with my audience.
Why Storytelling Works
Your story isn’t just a memory from your past—it’s the foundation of trust and connection in your business.
Humans are wired for stories. They inspire, connect, and help us feel seen. Sharing your story in your business creates a bridge between you and your audience that facts or features can’t.
For me, telling my story about Enviada wasn’t about grief or even photography. It was about showing my audience I understood their love for their horses and their fear of losing precious memories. My audience didn’t book me because I had the best camera, years of experience taking photos or even a fancy website or Instagram feed; they booked me because they saw themselves in my story.
When you share your story, it shows your audience:
- You understand them – You’ve been where they are, and you know their struggles and desires.
- You’re human – People connect with authenticity, not perfection.
- They can trust you – Vulnerability fosters connection and builds trust.
How to Use Your Story to Build Trust
If you’re wondering how to make your story work for your business, here’s what I’ve learned:
- Start with What Makes You, YOU
Reflect on the moments in your life that shaped your passions or inspired your business. Your story doesn’t have to be dramatic or perfect—it just has to be real. For me, it was my regret of not having photos of Enviada. For you, it might be a struggle you’ve overcome in motherhood, wellness, or business. - Tie Your Story to the Problem You Solve
Your story becomes powerful when it connects to your audience’s journey. What are they struggling with, and how does your story mirror their challenges? For example, my story resonated with horse owners who didn’t want to miss their chance to document their bond. - Be Relatable, Not Perfect
Share your struggles, lessons, and even your mistakes. Your audience doesn’t want a perfect expert—they want someone who understands their challenges and can guide them forward. - Infuse Your Story Into Your Content
It should be the heartbeat of your brand, creating a consistent and impactful message. It should be weaved throughout every piece of content put into this world.
The Transformation Trust Brings
When you build your business on your story, you’re no longer competing in the noise, trying to “sell” your product or service. Instead, you’re inviting people into something deeper: a connection, a shared experience, and a solution that feels personal and aligned.
Your audience isn’t buying what you do; they’re buying why you do it. They’re connecting to the values, emotions, and authenticity behind your business—and your story is the thread that ties it all together.
Final Thoughts
If you’re feeling stuck or unsure how to stand out, start with your story. It’s not just about what you offer—it’s about the connection you create when you share your journey with the people who need to hear it most.
There’s someone out there who will see themselves in your story, just like that woman at the horse show saw herself in mine. And when they do, they won’t just want your product or service—they’ll want you.
So, what’s your story? How will you use it to build trust, create connection, and grow your business?
Let’s start there.
Want to learn how to craft your story to grow your business? Let’s work together to uncover your story and use it to connect with your audience authentically.
I love the story about you and your horse. It reminded me how we can be so involved in the moment that we forget to document it for the future. And I like the idea of telling my stories. In the past I wondered why people would be interested. You answered that perfectly.