Trust building sales techniques

23 Aug 2022 | BY Karl Pontau

In the marketing world, storytelling has become a hot topic…

…so hot that it may feel hard to believe storytelling can be effective. 

Research shows that decision-making is strongly influenced by our emotions. 

We are not as logical as we think. 

Good stories make an emotional connection with your audience. 

When a brand creates a successful narrative to convey what is at the heart of who they are, it builds trust with the people they’re trying to communicate with. 

Stories have many impressive features. 

They’re easy to: 

  • Remember
  • Understand
  • And, share 

People are simply wired for stories. 

But certain elements are necessary for making the emotional connection that builds trust. 

Here’s what you should be looking for…


Good stories show empathy for the audience and make them feel understood. 

Potential customers are coming to you because they have a problem. 

Your story needs to show them that you see the issue and understand how they feel. 

Put yourself in their position… 

…What do they fear? 

…What are they struggling with? 

…What would make their lives easier? 

Your story should answer these questions in a relatable way so your audience can see you’re on the same page. 

When they know you truly comprehend their situation, that makes them more likely to listen to you. 


Good stories require vulnerability. 

When you’re talking up your brand, it’s tempting to try to present an image of infallibility.

But, that’s the wrong approach. 

Real people and real companies make mistakes, learn from them, and grow.

And, the honest ones are upfront about it. 

Being frank about the growing pains that have been part of your company’s journey builds trust because it shows you’re not hiding something important from them. 

It’s also important to be honest about the fact that you’re a business. 

Try to pretend that your brand story has nothing to do with sales… 

…and, you risk provoking a cynical reaction. 

If your brand has a higher purpose that is a natural part of your story, great—include it. 

But don’t lose sight of the fact that your company is there to provide a solution to your customers’ problems. 

Your story must clearly convey that.


Good stories are authentic. 

How does this come out in a brand story? 

It might be part of a brand’s origin story, talking about how the founder’s vision and values led them to work on solving a particular kind of problem. 

It might come out in a story that shows how a typical customer has been helped by the product or service you have to offer. 

It might come out in the picture you paint of the success your clients achieve. 

The authentic details that ground your brand story make it unique, relatable, and captivating. 

A good brand story crafts a tale that takes people from awareness of their problem to your solution. 

When that story is created with…

  • Empathy…
  • Vulnerability…
  • Authenticity…

…you build trust and connections with your audience. 

Best of all, a strong brand story lets you tell prospective customers who you are and how you can help them without off-putting, hard sales tactics.

If you’re having trouble finding the core message at the heart of your brand’s story, Squash and Stretch Productions can help. 

I’ve worked with countless companies to help them tell the impactful brand stories that attract and retain loyal customers. 
To get started building trust with your ideal audience, contact us here to schedule your free initial consultation.

Whenever you’re ready, there are 3 ways I can help you:

Build your confidence and trust quickly with clients here

Learn how to create authentic stories to promote your business here.

Work 1:1 with me to optimize your brand story and attract more of your best clients.

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