Why Coaches Need a Story Strategy, Not Just a Sales Strategy

Last month, a friend told me about a coworker who hit “Reply All” by mistake. What started as a simple “Got it, thanks!” turned into 47 back and forths, a little office chaos, and one very embarrassed employee.

Everyone laughed about it later, but in the moment it was a reminder: small slip ups can have a big ripple effect.

Stories work the same way in your content. Even a tiny, well placed story can spread fast and create connection far beyond what you expect. Kind of like that Reply All chain... but in a positive way.

As a coach, you’ve probably heard the classic advice a million times: “Sell the transformation, not the process.”

Sounds good, right? But only if that transformation is a story.

Your story is the magic that sparks connection before a single sales call. It’s what makes someone stop scrolling, lean in, and think, “Hey, I like this person.” A story strategy takes all those random life AND business moments... triumphs, mishaps, caffeine fueled late nights, the time you accidentally sent a client the wrong Zoom link, or that horrid “reply all” email that we were talking about... and turns them into intentional narratives that speak directly to your dream client.

Here’s the thing: your sales strategy tells people what you do and how you do it. Your story strategy? That’s the why.

Without it, you’re just another coach shouting into the void, blending in with the endless sea of motivational quotes and LinkedIn jargon.

With it, you’re unforgettable. The kind of coach people mentally bookmark, text about to their friends, or screenshot for later inspiration.

Here’s how to make it happen:

Core Identity Stories: Who are you? Why do you do what you do? Who are you here to help? These stories build trust fast... clients go from “Hmm, maybe” to “Oh wow, this person actually gets me.” It’s the difference between someone signing up for your program and someone shrugging, “Meh, another online coach…”

Client Success Stories: Nothing builds credibility faster than proof in action. Real transformations let your audience picture themselves achieving the same result, without having to slog through the “why bother?” phase.

Behind the Scenes Stories: Coffee spills, late night “what was I thinking?” moments, the cat walking across the keyboard mid Zoom… pure gold. These stories humanize you and make clients go, “Hey, this person is real, relatable, and probably funny too.” They’re the little glimpses that turn casual followers into loyal fans.

A strong story strategy gives your content depth, consistency, and a little personality. It tells you exactly what to post, how to post it, and why it actually matters, so you’re not staring at your screen wondering if posting another motivational meme will make anyone care.

So next time you tweak your sales funnel, ask yourself: “Do I also have a story funnel?” Because trust doesn’t start at the sales call... it starts the moment someone laughs, nods, or thinks, “Yep, me too.” And if your story makes them smile, cringe, or even snort coffee out of their nose (metaphorically or literally), congratulations!! You’re telling stories, and building trust.