If you want people binging your content and connecting with you on a deeper level, there's one thing you need to master in your business: storytelling for business.

Here's the thing—most business owners don't have a content problem. You know your pillars, you know what you want to talk about, but you've got a connection problem. And that's where storytelling changes everything.

As a personal brand and business coach who's worked with expert women for over a decade, I can tell you that storytelling is the secret weapon that separates forgettable content from the kind that has people coming back again and again.

Think about anyone you follow religiously. You probably know their story. You know their brand story, their founder story, and a bit about their life. That's not an accident—it's strategic storytelling at work.

Today, I'm going to show you exactly how to become a great storyteller and build that muscle, because if you want to build a personal brand that people know, love, and trust, storytelling needs to be part and parcel of your content strategy.

Why Storytelling for Business Actually Matters

I know you've probably heard “you should tell more stories” a million times. But let me break down why this actually matters for your business, whether you're product or service-based.

Stories activate emotions. Emotions drive decisions. Decisions drive action.

People aren't just buying your offer—they're buying the version of themselves they see inside your story.

When you share your story, there's a connection piece that happens through either familiarity, relatability, or desire. Maybe I think, “Wow, that's amazing that you did that.” Maybe part of your story resonates because I've been there before. Or maybe you've done something I'm wanting to do myself, and your story shows me you know how to get there.

And here's what most people miss: memorability is everything.

I might find you and be really interested in what you talk about, but unless you make it memorable, I'm not coming back. There are creators I follow because they're taking me on a journey with them. I'm in their story. I'm watching them build and create something, and I come back thinking, “Now what happened? What's next?”

It's like a show. We binge Netflix because episodes keep us glued. The same should go for your content.

The Psychology Behind How to Tell Business Stories

When you're thinking about personal brand storytelling, you want to think about two elements: the business element and the personal element.

Who are you? Why does this matter? What drives you? What are you thinking and feeling? How are you navigating your way through what you're doing? That's the personal element.

Then you've got the business element where you're teaching, sharing your knowledge, and showing people how to do something.

Having the mix of the two makes all the difference.

We can't follow a million people deeply, so what we do is hone in on a select few that we really resonate with. We want to know what's happening next, and we come back to them again and again.

When you do this well, you'll have people who become part of your community where they're in for a penny, in for a pound. That's when you start getting the comments and DMs. That's when people ask, “How can I do what you're doing?”

How Storytelling for Business Builds Trust Before the Sale

Here's how it works in practice:

I discover you. I now know your story. I find it super relatable. I feel like you're either doing something I want to do, or I'm just interested in seeing what happens next or learning from you. Then I start binging you.

I come back again and again. I subscribe or follow. I get the free download or buy the low-price product. I'm like, “Tell me more. I want to find out more. I'm in your world now.”

Your story builds massive credibility. One of the reasons I attract expert women who are either working in consulting or corporate (or have come out of it) is because I'm ex-Big Four consulting and ex-brand strategy agency.

Even sharing those parts of my story has helped me attract the types of clients I love to work with. When they talk to me about their experiences, I get it. When they're talking about stakeholders, projects, having to influence in a powerful way, managing large teams—I get all of that.

And when they talk about shifting into entrepreneurship and struggling to build their personal brand because they don't have a big brand in front of them like they did in the past? I get that too, because I've been through it.

I always ask clients why they bought from me. What was it about me that made them decide? What was it I said—the message, my story, the product? I want to know it all.

And so often, my story and the way I show up is the thing that made them buy. A lot of clients who come to me have been in my world for a while. They're not new.

Your story is a key asset in your business, and if you're not letting your story do the work for you, you're missing out.

The 3 Types of Stories Every Business Owner Needs

If you're building your personal brand, these three story types are non-negotiable.

Your Origin Story

How did you get here? What are the important things to share?

Here's my tip: Write out your full brand story, then look at the pivotal moments that took you to the next thing.

For me, a pivotal story was in Year 10 when I joined the debate team. I really learnt to use my voice, speak up, influence, and be powerful in how I spoke. That's a pivotal moment.

Going to London was another big one. I kept asking my CEO for a transfer from Australia to the UK, and eventually I got it.

So what's the lesson? In Year 10, it was learning to use my voice. With London, it was: when you want something, ask for what you want. Don't sit there hoping people will know. Go after it. Be tenacious. Have clear goals but be okay with the way you get there.

You're not looking to tell everybody everything. You're looking to craft the story so it's relevant to your audience.

Here's another key point: I have different origin stories depending on who I'm speaking to.

If I'm speaking about confident public speaking, I'll tell different stories than if I'm speaking to women in business about building a personal brand, or if I'm speaking to a room of corporates.

You want to think about: who exactly am I speaking to? What stories will resonate with them? What lessons from my life will be relevant to them?

Your Client Transformation Stories

There are two ways you build authority through storytelling for business:

1. Your story and how people learn from what you've done, where you've come from, and what you've achieved
2. Your client transformations—proving you can help others achieve results

Just because you did something doesn't mean you can help clients do it. You have to prove that your method, model, and way of working translates into results for them.

These two types of stories are powerful for attracting new clients.

Instead of speaking at your audience like “this is what you need to do,” say: “When I shared my story, it attracted amazing clients to me because they related with my corporate and consulting background. The fact that I managed huge projects and big teams, then came into entrepreneurship—that's been great for attracting the expert, high-level clients I love to work with because we get one another.”

Really understand that client transformation: Where were they before? What were they thinking, believing, experiencing? What did you do with them? How did you help them get to where they are now?

Having that before and after is crucial.

I ask my clients: Why did you buy from me? What are you experiencing now? After we work together, I ask: What were the tangible results? What were the successes? What could have been better?

Once you know what converts your clients—what story, message, or thing drew them in—if you loved that client and want a hundred more of them, you can replicate and tell that story again and again in different ways.

The thing about sharing client stories? It's not salesy. If you're scared of coming across as salesy, you're only coming across that way when you're selling hard.

If you're just sharing stories about results and what you've been able to do (which is always interesting), you're doing what I call “story selling”—and it makes it so much easier to communicate your value.

Your Everyday Identity Stories

This is how I create most of my content. What am I speaking about right now with my clients where I can share insights into what I'm doing, thinking, the conversations I'm having?

Maybe it's a DM I got from a client. Maybe it's a thought I'm reframing. What am I experiencing that I can share with you that's helpful but also creates connection?

This doesn't have to be your origin story or a client transformation. This is you and me having a conversation, connecting on a deeper level because I'm telling you about something happening for me right now.

When we do that, we step into the more relatable friend category. People think, “I wonder what's happening with Suz. I wonder where she's at with that decision. Let me check in and see what's happening.”

People will come back again and again when they feel that relatability and something going on that they want to find out more about.

Right now there's a girl on TikTok who owns a wine bar and is opening an event space in my city. I love a good event, so I'm following the journey of that space opening up, seeing how it's going and where they're at.

One of my favourite comments on socials is: “Shh, my show is on.”

If you ever get that comment, you're killing it. People want to come back and experience you and what you're talking about.

How to Structure Your Business Stories

If you're thinking, “How can I structure my story?” here are some frameworks:

In the Moment: “I was sitting on the couch the other night having a conversation with my partner about X, Y, Z…”

The Struggle: “I was down to my last thousand dollars in my business. I didn't know how I was going to continue. Things were not going the way I wanted. And then…”

We love hearing how people got themselves out of situations. If you've had those moments, think about how you can share them.

The Shift: “I was here, then I realised this thing.” These are the pivotal moments in your brand story.

For me: I was head of recruitment for consulting at a Big Four, then I ended up on this branding project recruiting a hundred consultants. In that moment, I realised this is where I really wanted to be. That sent me down the path of brand strategy, employer branding, and personal branding.

The Lesson: Share a lesson you learned and what it means for your audience.

The Invitation: “If you're someone who really wants to build your personal brand, you're an expert in what you do, but you struggle to share your story, show up as yourself, and build that confidence—plus monetise and systemise it—then get in contact and let's have a conversation.”

Why Memorability Is Your Biggest Business Asset

At the end of the day, storytelling is how you become known. It's how you become memorable.

If you take away nothing else from this: memorability is the biggest thing.

Memorability helps people build a relationship with you. Memorability builds trust. And when you're memorable, relatable, and trustworthy, the right people will want to buy from you.

If you want to build a personal brand where you're not shouting into the void and you're not feeling salesy, tell better stories.

Because your story isn't just content—it's your authority, your connection, and your demand engine.

Obviously, if you're ready to turn your story into a personal brand that actually builds demand and brings in clients—a brand you love, not one where you're thinking “Ugh, I've got to create again”—that's exactly what we work on together inside the Amplify Accelerator.

Your story is waiting. It's time to tell it.