Truth, Lies, and Marketing: Stories That Sell
We hear it all the time: "Storytelling is key in marketing," it is the answer to everything, right? It's that magic word people like to throw around when they want to explain why their brand connects with customers.
But the truth is, not everyone knows how to tell a good story—it's not just about crafting a cute narrative to sell more stuff. When done right, storytelling is about creating something bigger than your product. It's about building a world where your brand becomes a part of people's lives, not because of what it does but how it makes them feel. And that's where this journey started for me: asking the question,
what does storytelling in marketing really looks like when you strip away the fluff?
It's not about the polished, perfect version but the raw, real one that speaks to our human need for connection. How do you balance truth, fiction, and, most importantly, the emotional impact to tell a story that sticks?
The Experts Weigh In
I reached out to five business experts from different industries, all with unique perspectives on storytelling. I wanted their raw thoughts, and trust me; they didn't hold back. From brand specialists to real estate professionals, these insights go beyond the surface. So, let's dive into what storytelling really means when you strip it down to its core.
Part 1: Storytelling Is About Connection
CEO and founder of The Win Woman, a certified Woman-Owned Business Enterprise and Minority-Owned Business Enterprise that helps billion-dollar companies win in corporate social responsibility and create sustainable nonprofit community ecosystems.
My understanding of storytelling changed when I picked up Yanyn San Luis's book BUILDING BADASSERY. Her story felt like she was speaking directly to me. Yany shared parts of her life that most people keep tucked away. The way she talked about growing up and navigating the relationship with her parents felt raw, real, and familiar; it wasn't just her story anymore; it was mine, too. That's when I realized that good storytelling isn't about impressing people; it's also about making them feel seen.
Yany shared this with me when I reached out to her:
"Storytelling in marketing is about building an authentic connection with the audience. It's not just about sharing a brand's history but delivering a raw, genuine message that resonates deeply with the audience's values. The stories that truly stand out are those that feel real and make people feel understood."
And that's it right there—connection. People don't care about a company's history if it doesn't mean anything to them. Your brand is not your logo, your name, or your product. Your brand is the energy you show up with every single time. It is the feeling your customers get when they see your logo or hear your name. That's the promise of storytelling: to make people believe in something more than the product in front of them.
Part 2: The Thin Line Between Truth and Fiction
Senior Manager of Business Development at Hispanic Chamber of Metro Orlando | Advocacy for Local Businesses
Now, let's talk about truth. Here's the thing, stories don't always have to be factual to be impactful. The emotional truth is often more powerful than the literal one. What matters is how that story makes your audience feel. I reached out to Jesus Martinez, who's been around enough brands to know that storytelling is more about resonance than rigid accuracy. He shared this message with me:
"While truthfulness is crucial for maintaining credibility, the key to a story's effectiveness lies in its ability to convey a relatable message or valuable lesson that aligns with your brand, or professional values and resonates with your target audience. In my diverse business experience in Central Florida, I have observed that the most compelling narratives are those that highlight authentic obstacles overcome or distinctive insights gained, as they establish a lasting impression on the audience."
Here's the reality: the facts are secondary. What truly matters is if your story reflects something true about your audience. The truth that resonates emotionally. This isn't just about maintaining credibility; it's about creating a narrative that feels right, even if it isn't entirely real. Think about the stories that stay with you. Are they the ones you fact-checked to death, or are they the ones that made you feel connected, inspired, or understood?
A perfect example of this is Hollister, which is owned by Abercrombie & Fitch. Hollister's backstory was completely fabricated, claiming it was founded in 1922 by an adventurous man named John M. Hollister, who traveled the world and sold goods from the South Pacific. In reality, the brand was created in the year 2000. Despite the fictional narrative, Hollister's story of surf culture, adventure, and California roots resonated strongly with its young target audience, making it a massive success worldwide.
The takeaway? If your story hits the right emotional notes, your audience will buy into it, fact-checking be damned.
Part 3: The Balance Between Creativity and Truth Depends on the Industry
CEO & Founder of VCI Enterprise (Vice City Investments)
Every industry has its own storytelling rules. What works in e-commerce might not fly in the world of investing, and Daniella made that clear. She's seen success in both industries and had this to say:
"In marketing, truth is only important depending on the industry. I do not think the e-commerce world requires it, while the investing world is built on it. The point of e-commerce is very simple: sell a product and make sure the customer is satisfied. As long as you're doing this in a morally correct way, I don't see the harm in experimenting with different storylines and techniques."
And she's right. Look at the luxury brands market. It's all about selling a dream, not a product. When someone buys a $32,000 bag from Hermès, they're not paying for craftsmanship alone; they're buying the story attached to that bag—status, exclusivity, and the feeling of owning something that most people can't afford. The value of the product is in the narrative it allows the buyer to live, not the leather it's made from.
On the flip side, in industries like investing, credibility is everything. You can't experiment with the truth there; your story needs to be airtight because it's about trust. But in other industries, it's less about fact-checking and more about creating an experience.
Part 4: Finding the Right Audience
StoryBrand Guide | Level C Certified Brand Specialist | Certified Digital Marketer
This brings us to another critical point: who is listening to your story? Because the truth is, not everyone is going to connect with your story, and that's okay. You don't need everyone. In fact, that's the way it should be. Kerline Jules, who knows a thing or two about branding, captured this perfectly when I asked her thoughts on the matter:
"Who doesn't love a good story? Stories are a core component of the human experience and one of the secret ingredients to branding and marketing. They have the power to inform, inspire, empower, uplift, and cultivate a connection. When you use the art of storytelling in your branding, you position your organization to establish an emotional connection with your brand. This connection, built on shared experiences and emotions, is the foundation of trust, a crucial element in any successful brand-customer relationship."
Here's the thing—your story isn't meant for everyone. When you try to speak to everyone, you talk to no one, and your message gets diluted. The goal isn't to create a story that appeals to the largest crowd. The goal is to find the smallest possible audience and blow them away with how deeply your story resonates with their values, struggles, and dreams.
Are you still trying to tell a story that pleases everyone? If so, you're probably missing out on creating something truly unforgettable. Find your people and speak directly to them.
Part 5: Your Story Starts Now
Financial Services and Real Estate Professional.
Salvador Vieta's story struck me because it's not just your typical business success story. His journey began with a funny motivation: pleasing his mother. But what came out of that journey is a powerful lesson in finding your path through exploration. He shared this with me:
"Funny story, I earned my real estate license to please my elderly mother. She always thought of real estate as a prestigious career. So 'Niño Bueno,' I did as she said. I've always been somewhat of a multitasker, so I'm always reading or learning something new. I currently hold 3 licenses: life insurance, Series 6 investment license, and of course, the real estate license. As it turns out, the combination of the 3 places me at the crossroads of opportunity. Call me the Swiss Army Knife of professionals."
Here's what I took away from this: no matter where you start, your story will shape the opportunities that come your way. You don't need to have everything figured out on day one. Salvador didn't, but he kept building his narrative piece by piece. Just like a Swiss Army Knife, your story should be versatile—ready to open doors and take on different forms depending on what's in front of you. The point is to start, to build your own crossroads of opportunity, to embrace the journey, and to tell your story as it unfolds. Salvador's philosophy ties back to something he likes to say: "If the best day to plant a mango tree was 8 years ago, then the next best day to plant one is today."
The lesson here is simple: don't wait.
Whether it's building a business or telling your story, the right time to start is always now. The stories you tell today will shape the world you live in tomorrow.
Final thoughts: Bringing all together
The Stories We Tell Shape Our Reality
At the end of the day, it's the stories we tell ourselves and others that drive behavior. Whether in marketing, business, or life, the stories we tell shape how we act, how we see the world, and how we influence others. People don't just buy products; they buy the stories attached to them. And here's the truth—some of those stories don't even need to be entirely real. They just need to resonate; it's the connection that matters.
The world is changing rapidly; we've never seen a faster shift in any other generation. With the growing influence of Artificial Intelligence, digital transformation, and the rise of social media algorithms, it's never been harder to cut through the noise. The crazy thing is, this is as calm and easy as it's ever going to be.
But one thing hasn't changed: people buy based on the stories they tell themselves about your brand. So, here's the question to ponder:
What story are you telling, and how is that story helping your target audience become who they want to be?
Make sure your story isn't just one people hear, make sure it's one they feel.
