By Kylie Carlson, International Academy of Wedding & Event Planning

A saying that has always stuck with me when I talk about storytelling is, “There is more truth in story than detail and fact.”

A story is meant to evoke emotion in the listener (your potential client) and create a connection with the storyteller (the business owner). It’s that connection that will help you stand out from the rest, and convert potential clients into actual clients.

So, what do you need to know about storytelling marketing and how can it work for you? I’ve got some of my best tips and tricks below:


It is a well-known fact that clients are more likely to choose a brand that seems more trustworthy over another.

This is especially true in the wedding industry. You’re dealing with one of the most important and personal times in someone’s life. Couples are going to want to work with someone they trust and know is there to make their day the best it can be.

How do you build that trust? By telling your story and being open with them, of course.

Be Desirable

While trust is a big part of converting clients, it’s desire that is going to get them to sign on the dotted line.

You want them to want your services and no one else’s, and the best way to do that is to create desire within your brand’s story.

The most successful companies appeal to all of our senses and emotions, and draw clients into the experience they have created.

Strengthen Your Brand

The strength of a brand comes from the experiences customers have, and the stories they are telling the people around them.

People don’t realize that once they have had an opinion or judgment or experience with a company, they have become a walking ambassador.

How many times have you recommended a service to a friend that you had previously used? Or seen a commercial that really resonated with you and told a colleague about it?

Yep, you’re an ambassador and you didn’t even know it.

Just remember, this can also work against a brand, as people are quick to complain and share negative experiences as well.

As a wedding professional, you are your brand, so remember to always be your authentic self when getting to know potential clients.

At the end of the day, they are going to choose the business they have the most faith in. If you’re able to tell your story in a way that gets your message across effectively, there is no reason it won’t be you.

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What do you think?

Kylie Carlson is the owner of the International Academy of Wedding and Event Planning. With six locations globally, the academy boasts an internationally recognized accreditation program that brings professional training to wedding planners, designers and stylists.