Storytelling Is Differentiation
Summary: In an age of generic AI slop, your brand's stories have never been more valuable. In this article, I'll discuss why storytelling is a competitive differentiator in a hyper-competitive marketplace. When all things are seemingly equal, your stories are completely your own and create moments of human connection with the people you want to do business with.
I remember going with an agency partner to visit the owner of a commercial roofing company to discuss their website content and print collateral.
He was reciting the standard cliches – great customer service, operate with integrity, expert team, in business for 40 years.
Pretty much the same generic emptiness that most business owners use to pollute their message.
In his defense, decades of exposure to bad marketing, and “consultants” who just rubber stamped whatever he wanted, had conditioned him to believe this was actually good marketing.
After about five minutes, I stopped him.
I said, “Forget about the website for a minute. Forget about marketing. Tell me how you got started in this business.”
He leaned forward in his chair, raised his eyebrows and said, “Well, ever since I could walk, I’ve been up on a roof.”
BAM.
That simple, authentic comment became the subhead for sections of his About page and company brochure.
That one statement validated his experience and passion for the work in the most natural, relatable way, not with marketing-speak.
He went on to tell a story about how he grew up in the roofing business, visiting job sites with his grandfather.
One may question allowing a young child to walk around on a roof. But the point here is that his story was a powerful differentiator.
Why Is Storytelling a Competitive Differentiator?
When all other things are seemingly equal in terms of products, services, and capabilities, your story is the one thing that’s completely your own.
And it could be the differentiator that causes someone to choose you over competitors, or at least give you serious consideration.
In an age of a never-ending avalanche of AI slop, your stories have never been more valuable.
AI can’t get into your memory, your mind, and your heart.
It doesn’t know how and why you started your business.
It has no idea how you solved a complex client problem.
It wasn’t there to see the joy, relief, satisfaction, or excitement of your clients.
It doesn’t understand your client’s pain and adversity or how you overcame them.
These stories are yours and yours alone.
AI doesn't have them. Your competitors don’t have them.
More importantly, your ideal client cares about them.
You might just need a human to help you uncover and tell your stories in a way that aligns with business goals and creates moments of human connection.
That's the difference between a nice story and strategic storytelling as marketing and thought leadership.
Spoiler: That’s what I do.
So tell your stories. Share the facts, but focus on the feels.
Because storytelling is differentiation.
Need help developing a storytelling strategy and telling your stories to support your business goals? Let’s talk.
