The Everyday Storyteller

I, not you. Why talking about ourselves can help us build deeper connections.

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For many years, I have firmly believed in story-related copy always being about ‘you’, i.e. the client, rather than about me or ‘I’, but is it what your customers want?


The truth is, as much as they want to be able to relate to your content and understand how you can help them, they really want to know who you are, too. 


  • They want to hear about your personal journey and experiences - not only does it humanise your brand and make you more relatable, but it gives customers something to hang on to when they are otherwise spoilt for choice. 


    • They want to know they can trust you - you aren’t going to screw them over on price or provide shoddy goods, so understanding your values, your hopes and fears, and your responses to times in which you have been treated badly, are all a great indication of the experience they’re likely to get from you. 


      • They want to understand your credibility and expertise. Not because your 25 years of experience impresses them but because they want to know they’re not about to waste their hard-earned money on someone who hasn’t got a clue what they are doing. 


        • They want to feel motivated and inspired even by the people they choose to work with or buy from. Hearing how you’ve overcome obstacles is a key part of this. 

          • Want to continue the conversation or get some extra support with telling your story? 


          Find me:

          On Instagram: @22storiesandme

          On LinkedIn: linkedin.com/in/hilarysalzman

          Online: www.22-stories.com


          This podcast is edited by the brilliant Suzi @story_publishing

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          The Everyday StorytellerBy Hilary Salzman