With growing competition, it’s getting harder to stand out. Your potential customers are bombarded with ads, claims, and companies all saying the same things:
- “We’ve been around since 1948”
- “Award-winning”
- “Certified”
And while those are important accomplishments, they’re no longer enough.
What today’s buyers really want is simple: proof that you understand their problem and assurance that you can fix it.
That’s where storytelling comes in.
What Storytelling in Marketing Really Means
Let’s clear something up first: storytelling in marketing doesn’t mean spinning fairytales or exaggerating your offerings. It’s about clearly showing how your business understands what your customers are going through and how you’re positioned to help.
Think of it like this: your customer is the hero. Your business? The trusted guide.
Whether you're an autoshop in Red Deer or offering oilfield safety systems across Alberta, the key is to speak to the challenges your customers are facing before diving into features or timelines.
StoryBrand: The Framework That Works
EDGE Marketing uses the StoryBrand framework as a go-to tool when creating websites, digital ads, and content strategies. Why? Because it simplifies messaging in a way that puts the customer front and centre.
You want to hone in on the problem your ideal customer is experiencing. By identifying these problems, you can create that initial connection you need to get them to stick around and learn more.
- External Problem: What’s broken? What are they missing from their lives?
- Internal Problem: How do they feel about it? Frustrated, stuck, unsure who to trust?
- Philosophical Problem: What’s the bigger injustice? How are the good and bad of the world involved?
Once you know these pain points, you step in as the guide. You show empathy ("We understand how frustrating it is to invest in marketing that doesn’t pay off") and authority (through real success stories, case studies, or certifications).
Then, you offer a plan. A simple, clear three-step path like "Schedule a call → Get a custom strategy → Start seeing results."
And you back it all up with a twofold call to action: a strong one for potential buyers to act, plus a softer one for those not quite ready to commit (like downloading a guide or signing up for a free event).
Real-World Example: Messaging That Moves the Needle
Let’s say you're a construction contractor in Red Deer. You know your clients often feel overwhelmed by big, complex projects or have been burned by other contractors who over-promised and under-delivered.
Using a story-driven approach, you start your homepage with:
“Tired of contractors that start strong but don’t finish the job? Example Construction Company helps Alberta developers turn their complex projects into finished structures, without the headaches, with our complete contracting services.”
This short line does a lot. It:
- Identifies a real pain point
- Paints a picture of success
- Positions your service as a practical solution
Summarizing the problem and solution journey quickly and clearly is what keeps people reading.
Where to Use Storytelling in Your Marketing
Wondering where to apply this? Start with the most valuable marketing real estate you have: your website.
Specifically, focus on:
- Above the fold: That top part of your homepage where first impressions are made. Use a sharp, story-based one-liner that speaks directly to your audience’s struggle and how you can solve it.
- Service pages: Instead of just listing offerings, explain how each service solves a specific problem.
- Case studies and testimonials: Showcase client journeys from problem to solution.
- Social media and email: Share micro-stories: common frustrations, how your team helped, and what success looked like.
Even your sales scripts can benefit. Swap out jargon and self-promotion for real talk: “We work with a lot of business owners who’ve had bad experiences with marketing. They feel like they’re burning money without seeing results. Here’s how we do things differently…”
What If There’s No Big Story to Tell?
Here’s the truth: every business has a story because every customer has a problem.
You don’t need dramatic brand lore or a viral moment. All you need is a clear understanding of what your customers are going through. Check your reviews. Ask your team. Even a simple conversation with a customer can reveal messaging gold.
And if writing isn’t your thing? Bullet point it. Record a voice note. Or partner with a local marketing team (ahem) who can help shape your ideas into a compelling brand message.
Focus on Them, Not You
The most powerful shift you can make in your marketing is to stop centring your business in the story.
When you put your customer in the spotlight so your messaging speaks to their frustrations, their aspirations, and their desired outcome, that’s when real connection happens.
That’s when you stop pitching… and start converting.
Want to talk about how your marketing could be doing more for your business? EDGE Marketing & Design helps businesses simplify their message, clarify their value, and start turning clicks into customers. Give us a call to discuss the best way forward in perfecting the story of your business.
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Posted: May 1, 2025
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