Three Mistakes Coaches Make When Sharing Their Story

I was at a networking dinner the other night when one guest dominated the table with nonstop talk about himself... his job, his car, his investments.

Nobody else could get a word in, and by dessert, everyone was checked out.

Contrast that with the person who asked questions, listened, and shared little personal stories.... now that’s the one everyone wanted to sit next to.

Your content is the same.

We know intuitively (well, most of us) that we don't want to be that person.

But so often, when it comes to our content, we are.

Storytelling is one of the most powerful tools a coach can wield.... but it’s also one of the easiest to screw up. A poorly told story can confuse your audience, drain your energy, or, worst of all, make people quietly scroll past while pretending to care and dropping a like or comment "for the sake of engagement"".

Here are the three most common storytelling mistakes coaches make and how to avoid them.

1. Making Yourself the Hero. This is the classic trap: your story becomes a one person show, complete with a dramatic soundtrack and maybe even slow motion hair flips. Newsflash: your audience doesn’t care about your heroics.... they care about them. Position your client or listener as the hero and yourself as the guide... the experienced mentor who’s been through the challenges and can light the way forward. Think Gandalf, not Clark Kent. Because remember, you're best suited to serve those who are in the position you used to be.

2. Overloading with Details. A long winded story might feel cinematic in your head, but in reality, your audience’s attention span is roughly the same as my beta fish. (If you're lucky). Every detail might feel crucial, but your listeners only need enough context to emotionally connect and understand the transformation. Trim the backstory, spotlight the turning point, and end with the takeaway. Short and sweet.

3. Forgetting the Call to Action. Stories inspire, but inspiration without action is like a chocolate cake you can’t eat. (Or red velvet, if you prefer). Always connect your story to a next step.... whether it’s booking a session, signing up for your newsletter, or reflecting on a specific question. Make that a habit and a staple of all your content. Your story should move people closer to trust, understanding, and ultimately, a decision. Without a CTA, you’re just sharing anecdotes… and anecdotes don’t pay the bills.

When you avoid these mistakes, your storytelling transforms.

You go from telling stories just for the sake of content to telling stories that build connection, credibility, and clients.

Sharper stories make you more relatable, more memorable, and more likely to turn listeners into loyal fans.

The best stories aren’t long... they’re strategic. They’re not about you... they’re about your client. By keeping these principles in mind, you’ll stop fumbling your storytelling and start using it as the powerful business building tool it was always meant to be. (And has been for centuries)