6 Stories Every Business Owner Needs to Attract More Clients

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Ever feel like your mouth forgets how to work the second someone says, “So… what do you do?”

Your brain spins. Your heart pounds. And whatever comes out of your mouth? Yeah, it’s not it.

This isn’t a confidence problem. It’s a clarity problem. In fact, it’s clarity and storytelling combined. And you’ll be glad to learn, the fix is simpler than you think. You don’t need a better pitch. You need the right story.

In this post, you’ll discover the six essential stories every coach, consultant, or service provider needs to grow a magnetic brand, attract right-fit clients and sell without sounding salesy.

These aren’t fluffy bios or generic elevator pitches. They’re practical tools you’ll use in conversations, on podcasts, in your content, in the DMs, and in the moments that actually lead to clients.

Let’s get your story straight!

Why Storytelling Beats Any Sales Pitch

Storytelling builds trust faster than bullet points ever could. A clear, compelling story signals confidence. It makes your message memorable. It positions you as the guide, not the service provider begging to be picked.

When you tell the right story at the right moment, people get it. They lean in. They want more.

That’s when your marketing starts to work for you.

But most people don’t know which story to tell. Or worse, they tell the wrong one. Share your founder story when someone asks for your brand story? You miss a chance to connect.Talk about your offer when they really needed your “why”? You lose trust.

Each of the six story types below has a different purpose. Let’s break them down.

The Conversational One-Liner

Used in: Intros, casual chats, coffee catch-ups, DMs, networking

This is the story you tell in a single sentence. It’s light, memorable and makes people say “Oof, that’s me.” One of the best ways to frame it? As a question.

👉 Example:
You know when you’re posting all the time but no one’s engaging, and you start to wonder if your message even makes sense?
I help founders like you create an uncopyable message so your dream clients get it and want in.

💡 Tip: Still finding the words? That’s normal. Your one-liner will evolve. But if the person across from you leans in, you’re close.

The “I Help” Statement

Used in: Bios, website headers, LinkedIn, media kits, intros

This one’s more structured and shows what you do, who you help and the results you deliver.

👉 Example:
I help purpose-led founders boldly find, win and keep their ideal clients so they scale to their first 100k or their first million,  without burning out, bottlenecking or sacrificing what matters most.

💡 Tip: Swap vague words like empower for strong, visual ones like scale, clarify or win. People need to see what you mean.

The Founder Story

Used in: About pages, presentations, guest interviews, podcast intros

Your “why I do this” story. It’s emotional, personal and shows people why your work matters to you, not just what you’ve done.

👉 Example (Deirdre’s Story):
In December 2020, mid-pandemic, I got laid off. I walked away from a 20-year career in retail banking. No degree. No backup plan. Just a deep drive to help people build better businesses through exceptional customer experiences.
Within a year, I was serving clients across multiple countries. It hasn’t all been smooth. There were pivots, panic, and nearly being broke - several times. But I built a method that works. And now I help others do the same.

💡 Tip: Keep it short. Speak in the first person. Start at the moment everything changed. And lead with emotion, not credentials.

👉 Brands who do this well:

• Jo Malone: Her humble beginnings mixing perfumes in her kitchen created global brand trust.
• Patagonia: Built by a climber, still led by impact. Their founder's story fuels brand loyalty across the globe.
• Sarah Blakely: She started Spanx with $5,000 in savings, no fashion background, and a simple idea: cut the feet off her tights to feel more confident under white trousers that had hung in her wardrobe unworn for months.

The Brand Story

Used in: Website homepages, videos, presentations, marketing campaigns

This story isn’t about you. It’s about your client. You position them as the hero. You’re their guide.

👉 Example:
You’re showing up. You’re posting. You’re emailing. But it’s not landing.
You want your work to matter and your message to resonate,  without burning out.
That’s where I come in. I help you clarify what to say, how to show up and build a business that runs with clarity, confidence and conviction.

💡 Tip: Use second-person language. Speak in their words, not yours. Mirror their frustrations and their desires.

👉 Brands who do this well:

• Nike: You’re not just buying shoes. You’re becoming an athlete.
• Pantene: Their storytelling focuses on confidence and transformation, not just shiny hair.
• Apple: Their “Think Different” campaign wasn’t about tech. It was about what you could do with it.
• Steven Bartlett: His brand story is grounded in relatability. From “broke dropout” to boardroom exec, Steven doesn’t centre himself as the hero. His messaging makes the audience feel seen. His podcast, content, and website all position him as a guide to personal growth, self-worth, and business success.
  
  

And whether you're a global brand like Nike or a personal brand like Steven Bartlett, when you tell the right story, clients see themselves in your message, and that changes everything.

Want more on this? 🎧 Listen to Episode 29, The 7 Wonders of StoryBrand, it’s a storytelling masterclass!

The Product Story

Used in: Sales pages, content, launch emails, webinars

This is where you sell. But without sounding pushy. Use a simple before–bridge–after format: What’s the problem, what’s possible and how your offer gets them there.

👉 Example:
You’re showing up on LinkedIn, but it’s not landing.
You’re stuck guessing what to post, and your momentum’s gone.
The LinkedIn Revenue Accelerator fixes that.
It’s a self-paced, 8-module program with a live monthly Q&A that helps you clarify your message, position yourself as the expert and build a repeatable system that attracts clients, without going viral or being online 24/7.

💡 Tip: Sell the transformation, not just the deliverables. People want what it means for them.

The Media/Press Story

Used in: Press releases, podcast bookings, stage intros, features

Your polished bio. This is the one you want ready before you’re in demand, so you can respond fast when big opportunities land.

👉 Example (Short version):
Deirdre Martin helps purpose-led founders boldly find, win and keep their ideal clients so they scale to their first 100k or their first million without burning out, bottlenecking or sacrificing what matters most. 

She’s the creator of the Make More Money Method™, a neuroscience-based framework that blends brand clarity, StoryBrand messaging, mindset coaching, and AI systems to grow bold, profitable and meaningful businesses.

💡 Tip: Write two versions - a 50-word and 150-word one. Save both in your notes app. Future you will be grateful.

These Stories Are Not Just Content

They’re your positioning. Your lead magnet. Your pre-sale system.

The right story in the right moment saves you hours of repeating yourself, second-guessing yourself and overexplaining what you really do.

Here’s what to do next:

👉 Pick one story that’s missing or messy, and write your messy first draft today.
👉 Download the free Messaging Workbook to help you get it done 📥 Grab it here

Key Takeaways

• There are 6 distinct stories every service provider needs
• Most confusion comes from mixing them up
• Great storytelling builds authority, trust and conversion
• Each story has a different tone, use case and structure
• Clear stories bring clarity, confidence and clients
  
  

If you want to be seen as the expert, stop explaining and start storytelling. Your dream clients are waiting for you to speak their language.

🎧 Listen to the full episode now 👉 Listen on Spotify  |  Listen on Apple Podcasts

Keep mastering your business. 

⭐⭐⭐⭐⭐

“Great insights on getting noticed in the market

Deirdre does a great job of helping understand best marketing and business strategies with a easy to understand and entertaining podcast.

Education in your ears.”

Also, if you haven’t done so already, follow the podcast. I’m adding a bundle of bonus episodes soon, and if you’re not following, you’ll very likely miss out. Follow now!