Most businesses are trying to sell with sales pages, pitch decks, and feature lists—while the most powerful sales tool is sitting right in front of them: their customers’ stories.

In the fifth and final episode of the Stories That Stick series, I break down the art and science of customer stories—how to capture authentic transformations from your clients, how to structure them for maximum impact, and how to use them to sell without selling.

If you want to build a business that earns trust and converts consistently, it’s time to step back and let your results—and your clients—do the talking.

What You’ll Learn in This Episode

• Why customer stories convert better than traditional marketing
• The 3-part framework to craft compelling, relatable stories
• The difference between testimonials and transformation stories
• How to extract emotional and practical shifts from your clients
• Where and how to use customer stories across your business
• Real examples of client stories that inspire and convert

Key Takeaways
✔️Customer stories are more powerful than your best pitch.
✔️People don’t buy because of logic—they buy because of emotional resonance.
✔️Relatable beats impressive—choose simplicity over inflated results.
✔️The story arc = Normal → Explosion → New Normal.
✔️Ask the right questions to uncover the emotional and practical before/after.
✔️Client voices are your strongest proof. Use them. Everywhere.
 

Timestamps
[00:00] – Why customer stories outperform sales pitches
[02:00] – Overview: the final episode in the 5-part storytelling series
[05:00] – What a customer story is (and what it’s not)
[07:00] – Why small, relatable stories build more trust than big wins
[09:00] – The mindset shift: letting others be the hero of your brand
[11:00] – The 3-part story arc: Normal → Explosion → New Normal
[13:00] – What questions to ask to get emotional and practical depth
[16:00] – Where to use customer stories across your business
[18:00] – Real example of a client transformation (Sarah’s story)
[22:00] – Final reminders: document, share, and use your stories

Your Challenge This Week

• Choose one past client you’ve helped (big or small).
• Use the 3-part story arc to write their story: Normal → Explosion → New Normal.
• Share it somewhere—email, DM, podcast, story, or sales page.
• Tag me on Instagram @itsgeorgebryant so I can read and celebrate your work!

This is the fifth and final episode in the 5-part podcast series on entrepreneurial storytelling, based on Stories That Stick by Kindra Hall.

Listen to the full series to master storytelling that connects and converts:

• Ep. 591 Stories That Stick: The Four Stories Every Entrepreneur Needs to Tell
• Ep. 593 The Value Story: Sell the Transformation, Not the Thing
• Ep. 595 The Founder Story: Turn Your Why Into Connection
• Ep. 597 The Purpose Story: Inspire Alignment and Loyalty

Click here to access the workbook!

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