Who It’s For: Entrepreneurs, Senior Business Leaders, Managers, Sales Professionals, Female Leaders, and R&D, Innovation, DEI, and Other Critical Teams
How to Tell Stories That Sell (Without Feeling Salesy)
Darlene Hawley
Use Authentic Storytelling to Build Trust, Connect with Your Audience, and Convert Without the Pushy Sales Tactics
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?
✨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.
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.
In this episode of the Attract and Standout podcast, host Darlene Hawley chats with Lisa Raebel, owner and founder of Rebel Girl Marketing. Lisa shares her journey from corporate sales to starting her own marketing firm, emphasizing the importance of authenticity and telling the truth in marketing. They discuss the challenges of marketing oneself as an entrepreneur, the significance of storytelling in marketing, and the essential differences between marketing and sales. Lisa also introduces her latest projects, including a new workbook and training sessions designed to help businesses excel in their marketing strategies. Tune in to learn actionable tips on how to effectively market your business and connect with your ideal clients. 00:27 Lisa's Journey to Entrepreneurship 02:35 Challenges of Marketing Yourself 05:44 The Power of Storytelling in Marketing 11:43 Differentiating Marketing and Sales 17:35 Back to Basics: Effective Marketing Strategies 20:45 Mindset and Persistence in Business 23:25 Upcoming Projects and Personal Insights ----- Lisa is the Founder, Author, Speaker & Chief Storyteller of Rebel Girl Marketing, where she has developed her proprietary RebelMindset approach to help businesses stay in business by utilizing focused, uncompromising marketing strategies. With over thirty years of experience as a successful marketing executive and leading sales professional, Lisa cuts through the noise and breaks down marketing to what makes sense for her clients, creating strategies that are simple, relatable to their target audiences, and result in double-digit sales growth year after year. Lisa is an accomplished speaker and book author, sharing her expertise and insights with audiences around the world. Her approach emphasizes the importance of creating a positive first impression through attention-getting Power Pitches, and she believes that everything is marketing, from how you answer your phone to your final conversation with a customer. Her ability to help professionals make a great first impression sets her apart in the world of marketing, and she is passionate about teaching others the benefits of a RebelMindset. When Lisa is not working, she enjoys spending time with her two children and husband of 30 years. Her passion for inspiration is found in her cooking, paddleboarding in Lake Country, or enjoying long hikes through the numerous trails in southeast Wisconsin. https://rebelgirlmarketing.com/ / lisaraebel / rebelgirlmarketing ----- 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/commu... 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 / darlenehawley
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