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Who It’s For: Entrepreneurs, Senior Business Leaders, Managers, Sales Professionals, Female Leaders, and R&D, Innovation, DEI, and Other Critical Teams

Grab the Communication Guide

Explore How to Share Your Brand Story To Grow Your Online Business

Darlene Hawley

When I share with my clients why it’s important to share their story to grow their business and create a profitable brand, they often resist. The thought of sharing and being vulnerable in front of their audience is super scary. I mean after all we’re experts in our industry, so we often wonder do we want to share such deep emotions and be so raw with our audience?

So you might be asking yourself, Why you should share your story?  I’ll share the why as well as the steps to take to figure out what your story is.


When I share with my clients why it’s important to share their story to grow their business and create a profitable brand, they often resist. The thought of sharing and being vulnerable in front of their audience is super scary. I mean after all we’re experts in our industry, so we often wonder do we want to share such deep emotions and be so raw with our audience?


I often get asked:


~What will people think of me?


~How much should I share?


~How vulnerable should I be?


~Why would this be important to share?


The truth is that we connect best when we share stories. So when you open up and share from your heart you start to build a deeper connection with your audience and that allows them to get to know who you are and you really feel into


One of my stories that I share is that I was pregnant in high school.


I graduated from high school and 4 months later became a single mom.


I was determined to raise my son and provide an amazing life for him so I worked hard and got a job in retail and quickly got promoted into management.


I loved the work that I did but I worked crazy hours and missed so much of my son's firsts that I knew I wanted to find a career that would allow me to have a more flexible schedule so I could be home with him more, and be there for all of the important moments.


This is a huge connection story piece for why I started searching for ways to start my own business.


I often hear from my clients that they can relate to this because they’re moms too or because they’ve had jobs that took up too much of their time.


We’ve heard it a million times but people buy from people they know, like and trust.


Sharing your story does just that.


You may not want to hear it but the truth is:


You must start telling your story.


The more open you are the more you will open your audiences hearts and make them lean in and want to learn more.


Here are three reasons why you should share your story:


1. People want to know the real you.

Not the perfect polished view that everyone posts on social media but the truly authentic and sometimes messy version of you. When you’re vulnerable and share from your heart and connect the puzzle pieces of your life that lead you to why you’re in business and how you came to be on this journey. You’ll start attracting the right people to work with you.


2. People remember stories.

Your audience might not remember everything about how you can help them, or what exactly your program covers but …


when you share how your health was struggling because you stopped taking time for you and you realized that you had to learn how to balance family, work and self-care to live a life of freedom. This is what she will remember because it connects with her where she is at now and brings her into your story.


3. People need connection.

More than anything we’re seeking a deep connection beyond a simple, how are you? Or a “heart” on Instagram. When it comes to how you show up and connect with your audience, you need to build trust and let her know that you “see, hear and get” her. Share what obstacles have come your way (birth, death, breakup) and how you used them to have a breakthrough in your brand.


The best part is that your story is yours alone, it is uniquely a part of you and no one has the same story or experiences to share. Just show up and give from your heart.


You never know how the changes in your life can inspire and completely alter the path for someone else.


Sharing your story is the easiest way to set yourself apart from the competition and stand out in an overcrowded market. It’s your secret weapon, as no one else has a story exactly like you do, so it’s important to share from your heart and use your life experiences to differentiate yourself to grow your brand and business.



When I started sharing my story online that was when my business changed and I was able to start connecting at a deeper level with my audience and take my business to the next level. I want that for you too. 



5 Steps to Frame Your Story


1. Brainstorm


Write down every single story, experience, memory that you can think of about your life and go back as far as you remember. Look at past work experience, life experiences your purpose and gifts. Set a timer for 10-15 minutes and write down everything that comes to mind.



2. Ask yourself these 4 questions with each story you wrote down in your brainstorm session.

  • what happened 
  • how you were impacted 
  • what changed for you and
  • what lessons you learned




3. Pick three Connecting Stories


Now find 3 connecting pieces/stories that you feel got you to where you’re at today and have made the biggest impact on your life. Circle those.   


examples from my story... Single mom working 60+ hours, losing my mom suddenly and knowing I needed to live my life my way- life is short, starting my business to allow more flexibility in my schedule.



4. Market Research

Your story is not just about you, now you have to look at who your audience is. Find 5 Ideal clients and have a virtual coffee date and ask them these 4 questions.

  • What is their biggest struggle/pain?
  • What do they desire?
  • What is standing in their way?
  • What needs to happen to get them from struggle to desire?



5. Pull it all together. 


Now you can start to build your brand story based on what you learned in steps 1-4. 


Places you can share your story:

  • On your website: about me page, work with me page, sales pages
  • Your weekly email newsletter
  • In your email nurture sequence
  • Podcasts, virtual summits, collaborations- any training you are invited onto
  • Video: Facebook Live, Instagram Live, YouTube
  • Case studies and testimonials
  • Your Blog
  • Social Media Posts



Remember your story is not cookie cutter and it shouldn't sound like everyone else. Your story is uniquely yours as it is based off of all of your life lessons, skills and experiences.


Own your story and share it everywhere.


If you need help with this I invite you to sign up for my Create Your Brand Story 90 minute Intensive you’ll get clarity on which stories to share and how to connect them to your messaging so that you have the confidence to share your story on video, blogs, guest posts, and podcasting.


I believe in you! You're allowed to stand out. You're allowed to shine. You're allowed to be you.


✨Ready to Own Your Story and Attract Your Dream Clients?✨

If you’re ready to stop second-guessing your message and start using storytelling as a powerful tool to connect, inspire, and sell—then I’d love to invite you to my It’s Time to Own Your Story: Mini-Course.

In this self-paced course, you’ll learn how to:
✔️ Identify the key moments in your story that captivate your audience.
✔️ Share your story in a way that builds trust and positions you as the go-to expert.
✔️ Use storytelling across your website, social media, and sales conversations to attract and convert more clients.


Plus, you’ll get a step-by-step workbook and personal feedback on your brand story—so you can start sharing with confidence.

Get Instant Access for just $47

10 Effective Communication Tips
Darlene Hawley, Personal Branding & Business Coach for service based entrepreneurs

Hey There!

I'm Darlene



As a mother, wife, connector, and dream builder, I’m Darlene Hawley, the founder of DarleneHawley.com and an Executive Leadership & Businesss Coach dedicated to empowering leaders like you.


My passion lies in helping ambitious professionals cultivate their unique leadership style while crafting an authentic and impactful personal brand. Through my coaching, we’ll work together to build a solid foundation that not only inspires your team but also drives results and growth within your organization.


Since 2007, I have been committed to guiding leaders and entrepreneurs in launching and scaling their businesses with confidence and clarity.


Today, I focus on supporting women in reaching their leadership goals and living their dream lives—all while balancing the joys of raising my family and creating meaningful memories each day.


Together, we’ll transform your challenges into opportunities, allowing you to lead with authenticity and inspire those around you.

By Darlene Hawley March 25, 2025
The Day I Learned That Selling Isn’t About Selling Ten years ago, I was on a sales call with someone who I knew would benefit from working with me. I had all my points prepared, I knew the value of my offer, and the moment I started “explaining” the coaching package, I could feel her pulling back. She went quiet. Her energy shifted. You know that moment when you can tell someone is already backing away even though you're still mid-sentence? I paused, smiled and took a deep breath and said, “Can I tell you a quick story?” I shared how I’d once been in her exact shoes... unsure, overwhelmed, and wondering if investing in myself was really the right move. I told her how I’d made that leap anyway… and shared what had changed for me during that process. That’s when she leaned in. She wasn’t sold by my offer. She was moved by the story. And that’s when I realized: Storytelling sells—without the “salesy used car salesman” vibe. Why Storytelling Works So Well in Sales Let’s be honest...no one wants to feel sold to, yet we all love to buy. What people do want is to feel seen, heard and valued. And storytelling does exactly that. In fact, studies show that people remember stories up to 22x more than facts alone. And even more powerful? A story creates emotion... and emotion drives action. If you’re struggling to convert prospects into clients, it’s not that your offer isn’t good. It’s that you might not be telling the right story to make someone feel why it matters. 3 Types of Stories That Sell (Without Feeling Pushy) 1. The “I’ve Been Where You Are” Story This is your empathy bridge. When you share a relatable story from your own experience, your audience sees themselves in you. You’re not just a coach, consultant, or expert.... you’re a human being who gets it. Example: “I used to feel invisible online. I would write a post, hit publish, and hear crickets. It wasn’t until I started sharing my story that people began engaging, reaching out, and eventually becoming a client.” This story builds trust and shows them, “If she figured this out, maybe I can too.” 2. The Client Success Story People like proof, evidence of how it will work. And no, this doesn’t mean sharing stats or results in bullet points. It means telling the transformation journey. Example: “Jackie, a life coach, came to me unsure of what to say in her content. After taking my storytelling course, she started sharing her story in her newsletter and during conversations and landed three new clients within the first month. Why? Because her audience felt connected to her.” It’s not about showing off, it’s about showing what’s possible. 3. The Vision Story Paint the picture of what life could look like for them if they take action. The power of this story lies in aspiration. Example: “Imagine waking up with clarity around your message. You open your laptop, write a post with confidence, and get a message from someone who says, ‘I felt like you were speaking directly to me.’ That’s what happens when your story connects.” When people can see their future selves in the story you tell, they want more of what you have to offer. How to Start Using These Stories in Your Sales Process Now that you’ve got the story types, here’s where to use them: On your website – especially your About page and sales pages In your emails – every time you’re adding value or selling connect with a story On strategy calls – as a way to shift from pressure to connection On social media – to build relationships and nurture your community Tip: Start building a Story Bank. Open a notes tab or a doc and jot down 2–3 small moments from your life or business each day. That way, when it’s time to write content or show up for a launch... you’re never starting from scratch. Selling Through Story Isn’t Manipulative—It’s Meaningful When you tell stories with heart and authenticity, you’re not convincing people to buy, you’re helping them see that they’re not alone. You’re offering a way to move forward. And when you do that? Selling doesn’t feel awkward, It feels like service. One of my mentors, Kendrick Shope, always says: “Selling is helping.” And she’s absolutely right. Because when you sell through storytelling, you’re not pushing, you’re guiding. You’re inviting people into a transformation that you know is possible. When you lead with your heart and with empathy and share your truth, you're not just building a business... you’re building trust What might shift for you if you started weaving more of your story into how you connect with your team, clients and community?
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Welcome back to the Attract and Stand Out Podcast! In this inspiring episode, host Darlene Hawley chats with her long-time friend Danielle Hawthorne, a compassionate disruptor and truth teller devoted to honoring her worth and supporting others on their journey. Danielle shares her path to founding 'Worthy of Dignity,' a company dedicated to teaching leaders to recognize and elevate their teams based on their core values and holistic well-being. Discover how Danielle's experiences in toxic work environments led her to prioritize health and wellness, reducing burnout, and increasing team morale. Learn actionable insights on how leaders can foster inclusive and compassionate workplaces. Don't miss exciting details about Danielle's upcoming women's conference, 'Enough 2025,' aimed at empowering women to embrace their worth without having to earn it. Tune in for powerful stories, practical tips, and much more! 00:00 Introduction and Guest Welcome 01:16 Danielle's Journey to Worthy of Dignity 03:09 Impact of Leadership and Wellness 05:45 Creating a Culture of Value and Respect 13:23 Leading with Curiosity and Human Connection 16:55 Challenges and Changes in Leadership 17:36 The Power of Sharing Personal Stories 18:48 Self-Reflection and Personal Growth 19:21 The Importance of Rest and Setting Boundaries 21:46 Practical Tips for Slowing Down 25:47 Upcoming Women's Conference: Enough 2025 29:04 Ways to Work with Danielle 30:06 Rapid Fire Questions: Getting to Know Danielle 35:36 Conclusion and Final Thoughts
By Darlene Hawley February 4, 2025
Welcome back to the Attract and Stand Out Podcast! In this inspiring episode, host Darlene Hawley sits down with transformational coach and author Lenore Kantor. They dive into Lenore's journey from corporate executive to transformational coach, where she now helps high achievers unlock greater personal growth, professional fulfillment, and higher income. Lenore discusses the importance of authenticity, the challenges of entrepreneurship, and her new book, 'So What Do You Do? The Authentic Alchemy Path to Find Who You Are'. Whether you're a leader looking to navigate career transitions or an entrepreneur seeking authentic alignment in your work, this episode offers valuable insights and practical advice. Tune in to discover how to embrace change, align with your true self, and show up authentically in your professional and personal life. 00:00 Introduction and Guest Welcome 00:51 Lenore's Background and Journey 03:12 Navigating Career Transitions 06:36 Challenges of Entrepreneurship 09:11 Adapting to Change 14:50 Authenticity and Leadership 23:52 Future Plans and Projects 26:59 Rapid Fire Questions 30:14 Conclusion and Farewell ------- Lenore Kantor is a transformational coach, author, mentor, career advisor and inspirational speaker who guides smart high-achievers to greater personal growth, professional fulfillment and higher income by overcoming their blocks to creating soul-aligned work. She is the author of So, What Do You Do? The Authentic Alchemy Path to Find Who You Are, an unconventional guidebook and eight-step path for conscious leaders to discover their work in the world (launching February ’25). Lenore's holistic multi-disciplinary approach evolved over 30+ years as a former corporate marketing executive, soulpreneur and founder of Growth Warrior. Lenore integrates empathy with no BS, business strategy, marketing and product launch expertise with intuitive insight and multiple healing modalities. She's a former corporate marketing executive and has been a strategic advisor and outsourced CMO to high-growth businesses, mentored founders across multiple startup accelerators, and is a Capstone and Career Advisor to Bard’s MBA in Sustainability and part of Columbia’s Career Coaching Network. www.growthwarrior.co https://www.linkedin.com/in/lenorekantor https://www.instagram.com/lenorekantor/ https://www.facebook.com/growthcoach/ ---- Hi I'm Darlene Hawley, and I help entrepreneurs and executive leaders find their voice and mastering communication in high-stakes conversations and presentations, whether in the boardroom, on a sales call, or around the dinner table. Grab my 10 Do's and Don't for Effective Daring Conversations: https://mailchi.mp/297e8105e904/communicationguide Grab my 6 Steps To Attract & Stand Out digital guide, a free roadmap to create a successful business with less hustle and more ease: https://bit.ly/attractandstandoutonline Grab a Chai and let's Connect: https://darlenehawley.com https://linkedin.com/in/darlenehawley
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