The Power of Storytelling: How to Create Messaging That Connects
3 minute read
Relationship Definition: the way in which two or more concepts, objects, or people are connected, or the state of being connected.
And, end blog post. Jk. But seriously, if you want to connect, build relationships.
At Pen & Hall, we believe the best marketing doesn’t start with a product, it starts with a person. Honestly, it doesn’t matter if you're selling a product or delivering a service, your audience is made up of people craving connection. And the most powerful way to connect? Storytelling.
Why Storytelling Works
Humans are wired for story. Stories shape how we see the world, how we make decisions, and how we remember what matters. Storytelling is the bridge between information and emotion, and emotion is what drives action.
Good storytelling builds trust. It builds empathy. It builds relationships.
When you lead with a story of real people, with real moments, you affect real impact. Stories connect people with people and the same goes with connecting them to your brand.
Messaging That Connects Starts with Relationships
Your audience doesn’t want to be marketed at; they want to be understood.
That’s why when you build a marketing strategy you should start by asking:
Who are you really trying to reach?
What matters to them?
What pain are they carrying, and what hope are you offering?
Pain doesn’t have to be anything big. It could be as simple as all their shorts have holes in them and you sell the best shorts. So you offer them hope by hooking them up with some sweet new shorts.
Instead of jumping straight to features, announcements, or initiatives, focus on how your work makes people feel. They really don’t care what your product or service is, they just care if it is going to answer the questions, issues, or problems they are dealing with. When your audience sees themselves in your message, they stop scrolling and start listening.
The Story-First Framework
Here’s how we help our clients craft messaging that actually connects:
Profile Your Audience – Go beyond demographics to understand the real people behind the data.
Clarify Your Message – Distill complex ideas into simple, meaningful narratives.
Show, Don’t Just Tell – Use testimonials, transformation stories, and lived experiences to prove impact. (SAY IT LOUDER FOR THE PEOPLE IN THE BACK!)
Stay Consistent – Great storytelling builds over time. Create rhythm and repetition in your messaging because sometimes results happen over night, but more often than not, they happen because you never stop believing in your product offerings.
The Result? Long-Term Loyalty
Marketing built on relationships doesn’t just attract, it retains. People come back to what feels familiar, human, and true. When your messaging reflects your mission and mirrors your audience’s values, you build trust, the foundation of a relationship.
Looking for a way to dip your toe into the waters of storytelling? Check out our 3 + 1 Email strategy HERE.
