Why Storytelling Needs Strategy—Not Just Good Writing
I have spent years writing for others—ghostwriting books, crafting website copy, and shaping brand narratives that positioned my clients as thought leaders. And for a long time, that was enough.
I could stand just outside the spotlight, shaping stories others would share, never needing to take up space myself. But when it came to my own words—my own stories—I hesitated. It wasn’t that I lacked confidence in my ability to write. It was that owning my story meant being seen. And being seen meant being open to scrutiny, misinterpretation, and failure.
For years, I’ve refined, restructured, and reimagined what my business could be. I experimented with service offerings, adjusted my business model, convinced myself that if I got the structure right, everything else would fall into place. But the real challenge wasn’t the framework.
It was trusting my own voice.
And I know I’m not alone in that.
Because the truth is, good writing isn’t enough. A well-crafted message, a perfectly worded brand statement, a compelling tagline—none of it matters if you don’t fully stand behind it.
Storytelling, at its core, isn’t just about words. It’s about conviction.
Why So Many Brands Sound the Same
If you spend enough time in branding, content strategy, or marketing, you start to notice a pattern. So much of what’s being said sounds identical. Same buzzwords. Same polished, perfectly optimized content.
And that’s because many people write what they think they should say. They’re pulling from industry best practices, mirroring what performs well on LinkedIn, or playing it safe with language that blends in rather than stands out.
I know this because I’ve done it too.
When building a business—especially in an oversaturated market—it’s tempting to follow what’s already working. However, the brands that truly stand out aren’t the ones with the best SEO strategy or the most polished marketing funnel.
They’re the ones with a point of view. The ones that own their voice, even when it’s different.
The ones that tell the truth—even when it’s messy.
And that’s what storytelling as strategy really means. Not just finding the right words, but finding the right words for you.
The Intersection of Storytelling and Strategy
Many creatives and business owners see storytelling as separate from strategy—an artistic expression rather than a foundational business tool. But storytelling is strategy. It shapes how people experience your brand. It turns passive readers into engaged audiences and engaged audiences into loyal clients.
When I finally committed to building my website—to standing behind my business and letting people like you see what I do—it wasn’t just about getting the content right. It was about getting the alignment right.
Here’s what I had to ask myself (and what I encourage my clients to ask, too):
✔ Am I shaping my message around what I believe—or what I think people want to hear?
✔ If someone read my content without my name attached, would they know it was mine?
✔ Do I stand behind what I’m saying, or am I hedging my voice to fit in?
This is where storytelling and strategy meet. Because you can’t build a brand on a message you don’t fully believe in.
A Framework for Owning Your Story (Without Overthinking It)
If you’re like me, the most challenging part of refining your message isn’t writing—it’s trusting what you’ve written. Here’s a three-step process to help you stop second-guessing and start sharing your story.
1. The Truth Test
Write down your brand’s core message—the one thing you want people to understand about your work. Then, ask yourself:
Does this feel true to me, or does it feel like what I think I should say?
Would I say this in a conversation, or does it feel overly curated?
If no one ever read this, would I still feel good about what I wrote?
Your story doesn’t have to be perfect. It just has to be yours.
2. The Voice Filter
Look at a recent piece of your brand messaging—a social media post, an About page, or an email. Strip away anything that sounds like it could belong to anyone else.
Remove industry jargon and overused phrases.
Replace generic wording with how you’d naturally say it.
Ask: Would people still recognize my voice if I took my name off this?
3. The Visibility Shift
If fear is keeping you from sharing your story, start small. Choose one way to show up differently this week:
Share a personal reflection related to your work.
Rewrite your bio in a way that feels more like you.
Say the thing you’ve been holding back—without overexplaining it.
Because clarity doesn’t come from waiting; it comes from using your voice.
Your Story Is More Than Content. It’s the Foundation of Everything.
For years, I told myself I was still “figuring out” what I wanted my business to be. But the truth? I was waiting until I felt safe enough to step into my voice.
Maybe you’re doing the same.
You may have been holding back from saying what you really want to say. Perhaps you’ve convinced yourself that you need to refine your messaging one more time before sharing it. Maybe you’re waiting until your brand feels “ready.”
But your story is ready now. You just have to own it.
