You hear it everywhere: to build a thriving business, you need to be out there, be seen, be real and be vulnerable. This is how you connect, build trust, and show people exactly why they should choose you.

And they have a point (to some extent).

But what if you don’t like talking about your personal experiences? What if you’re not entirely sure you want to be on the public vulnerability bandwagon? Or perhaps you’re afraid you don’t even have enough authority to talk to your customers at all?

Yikes. That’s a tough one.

Or is it?

If the above describes you, I have some good news. You see, people are—luckily for you—incredibly selfish.

It’s this evolutionary habit of our brains that it scans its environments for threats, signals and opportunities that can more likely help us survive and live a good life.

This means that your brand story is truly not about you at all. It’s about your customers.

You don’t have to be the hero of the story to create an emotional connection with your prospective customers.

In fact, you can’t be the hero.

You’re the guide in this narrative, who plays a crucial role in helping your coaching clients (aka the heroes) achieve their dreams.

Think of the Mentor from “The Matrix” of the coaching world—you give them the tools to succeed, but they’re the ones on the journey.

In this guide, we’ll dive into:

Why Compelling Stories Are The Key to Your Coaching or Consulting Business

Let’s start with the basics: storytelling matters because it’s how we connect with each other. People don’t just want facts—they want to feel something. When you tell a story, you’re not just sharing information. You’re pulling your audience in, and giving them a reason to care.

The reason is simple: this behavior is engraved into our DNAs. That’s how our ancestors used to pass knowledge on to the next generation—by telling stories.

The more compelling the story, the likelier it was that the knowledge would stick.

That’s why, also in business, especially in coaching and one-on-one consulting, stories are your bridge to an emotional bond with your customers.

They help people see that you get them, that you’ve helped others like them, and that you can help them too.

The Three Building Blocks of a Brand Story

1. Your Customer & Their Story
   It’s all about them.
2. Expressing Empathy
   Show your true self as much as you dare to show them that you understand, truly. You don’t judge, you don’t ridicule. You’ve been there so you’re just there for them.
3. Displaying Authority
   This is where you talk about your skills, experience, certifications and accolades. This is also where you talk about the results you’ve helped others achieve.
   
   Notice the ratio. That’s about how much each should be.

Your Customer, the Hero

As a coach, your clients are the heroes, and you’re the guide that helps them navigate their path to success. Think of it this way: every great hero (take Harry Potter!) needed someone wise and experienced to help them along the way (like Dumbledore). That’s you!

When you position yourself as the guide, you take the pressure off needing to have gone through exactly what your clients have. You don’t need to have the same struggles to help them; you just need the tools and expertise to show them the way.

This guide/hero approach also helps your clients feel empowered. They’re the ones in control of their journey, and you’re there to guide them through the rough patches, celebrate their wins, and help them grow.

But to truly guide your clients effectively, you need to understand who they are—this is where creating personas comes in. Building personas allows you to step into your clients’ shoes, understand their specific challenges, and tailor your approach. If you’re new to personas, check out my guide about how to create personas to help you develop detailed profiles for your ideal clients.

And if you find yourself stuck with persona creation, or just want a little extra guidance, feel free to book a quick chat with me! I’d love to help you nail down your ideal client so you can focus on being the best guide possible.

Take a step back in your stories and let your clients’ transformations shine. You’re the one who helped them get there, so you’re still showcasing your value, just in a way that centers the client as the star of the show.

Empathy: When (and How) to Use Personal Stories

You might be wondering, “Okay, so do I ever share my own story?” Absolutely! Just because your clients’ stories may be more relevant doesn’t mean there’s no place for yours. The key is to use personal stories purposefully and in a way that adds value to your audience and quite simply creates this human connection.

Here’s the trick: don’t feel like you need to be super vulnerable or have some big, dramatic story to share.

Your personal stories don’t need to be epic; the narrative approach should just be to show authenticity, self-awareness, and a lesson that your audience can apply to their own lives.

For example, you could share a story about a time you faced uncertainty in your business or had to make a tough decision. Even if your audience isn’t in the same industry, they’ll still connect with the emotion behind the story. It’s all about relating to their human experience.

But always make sure to tie it back to your coaching. Every story should have a point that aligns with the value you offer as a guide. Maybe you learned something that shaped your coaching philosophy, or maybe it’s a simple moment that shows you understand what they’re going through.

Use these stories to bond with customers and show people that you’re human too, but don’t overdo it. Personal stories should be sprinkled in like seasoning—not the whole meal. You can reflect on your story more in the actual coaching process or share is during the coaching program.

Authority: How to Leverage Customer Success Stories

If you want to show people how awesome your coaching is, the best way to do it is through your customer success stories. These are gold mines of proof that your coaching works. They tell your audience, “Look at what I helped someone else do, and I can help you too.”

Here’s a simple way to bring in your A-game and make your storytelling skills shine:

1. The Problem: Start with what your client was struggling with before they worked with you. This is the hook because it’s usually something your audience can relate to.
2. Your Approach: Explain the general steps you took to help them. You don’t need to get super detailed, just enough to show that you had a strategy and it worked.
3. The Transformation: Show off the results. Did they grow their business? Find clarity in their career path? Overcome personal challenges? This is where people see the tangible benefits of your coaching.
4. Tie It Back to Your Audience: After telling the story, relate it to the people reading or listening. Something like, “If you’re also feeling stuck with [problem], this is exactly what we can work on together.”

These stories show that your coaching isn’t just talk—you get results. Your potential clients will see themselves in your past clients’ shoes and think, “Hey, that could be me.”

Balancing Your Story and Client Stories

When it comes to balancing your own stories with your clients’ stories, here’s how to find the glue for the real connection.

Here’s when to Use Your Own Story:

• Building Trust and Relatability: Share your personal experiences to create an emotional connection with your audience. If your story helps potential clients see that you understand their struggles, it builds trust.
• Supporting Your Coaching Philosophy: Use personal anecdotes that explain why your coaching style is the way it is, providing context to your methods.
• Adding Value Through Vulnerability: If your story highlights a lesson or insight that can help your audience, it’s worth sharing. Just ensure it serves a purpose and isn’t just about being vulnerable for its own sake.

And here’s when to Use Client Stories:

• When They Align with Your Audience’s Needs: If client stories better resonate with your audience’s challenges and goals, prioritize them. Positive testimonials are clearly a proof that your coaching works and can lead to tangible results.
• Showcasing Transformation: Highlight customer success stories to demonstrate the real-world impact of your coaching. This is often more compelling than personal anecdotes.
• Building Authority: Use client success stories to showcase your expertise and credibility. They show that your coaching is effective and adaptable across different situations.

Finding the Right Balance:

• Know Your Audience: Pay attention to what resonates with your audience. Are they more drawn to personal stories or client success stories?
• Use a Mix: Blend personal stories and client stories in your content to keep it engaging. Choose the type of story based on what will be most relevant and impactful at the moment.
• Test and Iterate: Experiment with different storytelling approaches and adjust based on feedback and results.
• Consider the Stage of Your Business: If you’re starting out, personal stories might help build rapport. As your business grows, client stories will showcase your track record and results.

Expertise Over Experience: You Don’t Have to Live It to Teach It

Sometimes, people assume that to be a great coach, you have to have walked the same path as your clients. But that’s not the case. Your coaching business doesn’t have to come from personal experience—it can come from expertise.

You might not have lived through the exact same struggles as your clients, but you’ve developed frameworks, tools, and insights that help them succeed. And that’s what really matters.

Focus on sharing your knowledge and systems. Create content that highlights how you tackle common problems your clients face. Give tips, share trends, and provide actionable advice that showcases your understanding of the challenges they’re up against. This builds your authority and shows that you’re a guide who knows how to help, regardless of your personal journey.

Also, highlight the diversity of your clients. When you work with people from different industries or backgrounds, it shows that your coaching is adaptable and effective for a range of people. It’s not about living every experience; it’s about having the tools to guide others through theirs.

Making Client Stories Relevant to Your Audience

Okay, so you’ve got these amazing client stories, but how do you make sure they hit home with your audience?

Start by knowing your audience’s pain points, the main components of the customer experience. What are they struggling with? What are their goals? When you tell client stories, frame them in a way that speaks directly to these issues.

For example, if you’re a business coach and you’re sharing a story about a client who turned their business around, highlight how their struggles and triumphs align with the challenges your audience faces. Use language that your audience uses to describe their own problems.

Also, include client quotes and testimonials. Hearing directly from your clients about their experiences adds authenticity and relatability. It’s one thing for you to say you’re great; it’s another for your clients to say it for you.

Provide context. Make sure to explain why the client’s story matters. Share what they were struggling with, what actions they took with your help, and what the outcome was. This helps your audience see the direct connection between the client’s experience and their own potential success.

Conclusion

Storytelling in coaching isn’t just about making yourself the center of attention. It’s about creating connections, building trust, and showcasing the impact of your work. Whether you’re sharing your personal journey or highlighting your clients’ successes, the goal is the same: to inspire, relate, and prove that you’re the guide they need.

Remember, you don’t have to have lived every experience to be a great coach. Your clients’ stories can be incredibly powerful in demonstrating your expertise and the real-world results of your coaching. Balance your own stories with those of your clients to create a rich tapestry of content that resonates with your audience and showcases the full spectrum of your coaching capabilities.

So, get out there and start telling those stories! Your audience is waiting to see how you can help them become the heroes of their own journeys.