Why Personal Stories in Marketing Outperform Every Time
Emotions sell.
Stories sell.
Being human sells.
Which of our posts are the top performers?
The personal ones. I consistently get more likes on LinkedIn, replies in my inbox, and comments in real life on the personal stories I tell.
Those posts are also always the hardest ones for me to share.
It’s funny, in a way. Every week, I try to share meaningful advice on how to grow a business.
I love an actionable insight and a practical takeaway.
But it’s when I open up to share about my family, my hobbies, my personal challenges, that people really connect.
Robert Herjavec (Shark Tank) has a saying I love:
Good salespeople sell features.
Great salespeople sell outcomes.
Really great salespeople sell feelings.
***
Feelings matter a lot, even in business. If I had to guess, I’d say they matter more than anything else.
When I think about what matters most in a company, much of it is related to feelings. At the end of the day, here’s what counts:
- That your customers absolutely love you
- That your people love working at your company
- That the business makes money
Two out of three ain’t bad.
Selling a feeling is about more than tugging on somebody’s heartstrings. The connection only comes when there’s genuine care underneath it.
That’s why I try to relate to people, not manipulate them. I share what’s personal because it’s what I can connect to, and that helps me connect to others. It’s been a blind spot for me. I lean into facts instead of emotions (my DISC profile backs that up).
Getting personal means being vulnerable.
But the market tells me, in all kinds of ways, that my own stories offer value. So I’m listening to those signals, and I’m willing to be vulnerable.
Sometimes your value shows up in unexpected ways. Pay attention.
The thing your customers are wanting might not be more features or services.
It might be more of you.
PS - Yes, I tell my own stories. No, I don’t usually write my own posts. Yes, I know someone who can help you do the same.
