The Power of Authentic Storytelling in Marketing

In this episode, Jacqui is joined by digital marketer Danny Morris to dive deep into the world of storytelling in marketing. Together, they explore how powerful and authentic brand stories connect with audiences and build lasting trust. 

Danny shares his insights on how storytelling, despite being a buzzword, doesn’t require perfection—just authenticity and a clear message. 

They discuss the challenges many businesses face when it comes to embracing storytelling, from fear and misconceptions to the pressure of getting it “right.”

With a focus on small businesses, Jacqui and Danny highlight how the true power of a brand’s story lies in its ability to resonate with its community, build relationships, and ultimately empower entrepreneurs to take ownership of their narrative. 

Tune in for practical advice on how to make your story matter in a noisy world!

Connect with Danny here: Home: A Digital Marketer in Perth, Western Australia. or: adigitalplatform@gmail.com 

Transcript

Transcript

[00:00:00] Introduction and Podcast Overview
Jacqui: Hello, it's Jacqui here. And I thought it would be really cool if I took some time to chat with my colleague Danny Morris from a digital marketer so we can have a, have a bit of a chat about all things marketing and all things storytelling and how we use marketing to tell our brand stories and how we inspire other people to tell their stories as well.

[00:00:45] Welcoming Danny Morris
Jacqui: Well, I'm also really excited to have Danny here today with us on the podcast.
So this season, season four, we're focusing on different kinds of storytelling. 
Danny: Perfect. Well, hey, thanks [00:01:00] for having me first of all. Um, long time listener, first time participant. So, uh, very, very excited. Um, gotta say, when you first mentioned the whole idea of, um, you know, talking about storytelling. Um, you know, storytelling these days, and I'm sure we'll get into this in a second, splits into so many different categories, factors, and so on.
So definitely very, very happy to be here. And, uh, hopefully whoever's listening out there, this helps, um, in one way or another with their work life and, uh, yeah, other commitments. Perfect. Well, hey.

[00:01:41] The Essence of Storytelling in Marketing
Danny: Talking about storytelling, um, you know, storytelling these days. I'm sure we'll get into this in a second, splits into so many different categories, factors, and so on. So definitely very, very happy to be here. And, uh, hopefully this helps, um, in one way or another with their work and life. [00:02:00] 
Danny:. So the best advice I ever got, first of all when it comes to storytelling is that it's called a story because it's either an experience or something that that you've seen or something that you've heard, and it never is perfect.
So probably the best piece of advice I ever got about storytelling is that it doesn't have to be perfect. It has to resonate with people and it has to be authentic to yourself, somewhat to your audience, your market, and your business. So, uh, yeah, that's probably the biggest piece of advice I got when it comes to storytelling.
I. The other piece of advice when I actually started using storytelling [00:04:00] as part of my strategy and marketing for myself and for my clients, is that it doesn't have to be perfect for everyone. It doesn't have to resonate with everyone. It has to resonate with the people, with your community that you are talking to.
Yeah. That's why I am such, so passionate about that idea of storytelling and the impact it can have on brands, on an audience. It's good. 
Jacqui: I love that. You know, the one thing that really stood out to me the most about what you said is the authenticity of a brand story. And I feel like you and I really resonate with each other's values when it comes to being authentic and doing something really meaningful and something that matters.
And I think that that is the overarching message that we need to communicate to the brands we're working with, so they understand that and celebrate that. And I think that's something that goes hand in hand with what we do and maybe, maybe there's a bit of confusion about what storytelling really is.
Do you think that [00:05:00] you've kind of come across those obstacles where. As you said, the fear, they just don't know and we have to explain it and strip it back and say, if we do this overall marketing campaign, why is storytelling at the heart of it? Is that something you have to explain a fair bit as well?
Danny: Uh, a hundred percent. And, and that's all part of the education and ourselves as a, as marketers and communications people and so on, that is an important part of our job. 

[00:05:24] Challenges and Misconceptions in Storytelling
Danny: And the reason why storytelling sometimes is not as straightforward to explain as other things is because. When the term first came out, I do think that the problem is the challenges right now, that storytelling, uh, somewhat turned into this current buzzword.
Right? And typically what happens with buzzwords is as soon as they become more popular and everyone starts talking about them, you immediately start see, to see people selling, um, online courses about them, right? Yeah. So that goes from. Someone's thinking, oh, I can tell a story. Then all of a sudden having that doubt maybe in the story because, [00:06:00] oh, have I done a course about it?
And then people having this immediate fear that, okay, so if there's courses that have been sold at their back storytelling, who am I to be able to tell a story? So there's currently seems like, from what I've seen and from what I understand and from what I've witnessed over the last two or three, or even four years.
Storytelling has become something that many businesses, brands fear because it's become a buzzword and because there's so many right now course, that that sell you the idea that you have to go through this huge amount of training before you have the license to actually tell your story, whereas in reality, it's called a story because it's yours.
Telling because it's your job to share it. So at the end of the day, yes, there are courses that might help you with structure and there's plenty of advice out there that might help you shape a few things. Storytelling for me, when I hear that term, it's all about sharing knowledge. It's all about sharing information.
It's all about build of a trust and [00:07:00] that's what close the biggest gaps between brands and their audience out there. 

[00:07:04] Building Trust and Community Through Stories

Danny: It's earning the trust and uh, sharing that knowledge.
Jacqui: I, I really like that you're talking so holistically about this, about earning the trust, building that knowledge. It, it's very much what I'm currently doing now through my business, um, endeavors about building capacity. And I think that that is a big part of my work, and I know that that's a big part of your work as well because it's working side by side.

And it's so different when you work side by side because you are building strength, you're building independence, you are increasing in knowledge and a skillset that they wouldn't. Actually have anymore. And I love the integrity behind that because for me it kind of seems counterproductive when it comes to business tactics with getting a client on board long term because it's almost like you make [00:08:00] yourself obsolete.
But I don't see it as such. I'm sure you don't as well. Right. No, 
Danny: and I think, you know, one of the biggest things I tell my clients. On a daily, weekly basis is that I don't do anything for my clients, that I don't do for myself in my business. Love that. So if I'm sitting down with a brand and that power of being able to share knowledge through a story is just saying it to none right now.
And, and I really wanna talk about the work that you do in the community matters media too. 'cause that is all about bringing the community together and sharing stories and so on. And I think going community. It's not just about showcasing people's businesses and showcasing brands, it's about telling the stories and connecting people and that connection is, uh, right now, I would say probably one of the most powerful tools out there long lasting too.
Jacqui: Oh, I love, yeah, that's great. That's great. And you know that if we're thinking about delivering long term and long [00:09:00] lasting, I really see that true, impactful, uh, approach in the long game. And I think that, again, is something for people that they really struggle to comprehend and get over the line because it's very costly.
And if you want to make an immediate impact, sure, you could schedule a few social media posts, but what is your overall goal? What is your message? What is your brand story and your brand identity? And I actually did a podcast on this as well, understanding brand stories in one of my earliest seasons, and I thought that was so interesting.
I kind of unpack it for myself, like as I'm going through it. So as I'm kind of doing the podcast, I think, oh, I'm already applying that to myself. So I think I have the same delivery as well, because I know it's worked for me and I know it can work for them. Really excited about that process as it's very authentic. 
Danny: How do you explain the whole idea of storytelling to, to the business? Everything we describe right now, you know, and, and we can say for, we can say as many times as we want, that it's not about putting pressure on yourself and it's not about getting it perfect, and it's not about, uh, pleasing everybody.
But at the end of the day, when you are sitting down to tell a story, there is that pressure. So how do, how do you deal with that, with community matters? 
Jacqui: Yeah. That's a really good question. Thank you for asking that. Because it's something that is constantly a challenge for me and for you, and there's a lot of factors in that answer.
Um, sometimes it's as simple as money and sometimes it can be deeper as a lack of understanding and awareness. So when I can start to see that people just are not following, they're not engaging, it's not [00:11:00] clear. I feel like because I'm a lifelong learner and I'm constantly agile to my approaches, I do try and slow down and take a step back and breathe and say, okay, what do they not understand?
Very clear ideas of what they want. I know you and I both talk about pain points as well, so it's kind of identifying it without using those words to say, where are you struggling? And this is how we could use this to create this outcome. And we can use the story as the overall selling point because I keep coming back to brand identity and brand awareness.
So I do a lot of work in branding strategy because I feel like everything has to come back to your brand and who you're, because that is your consistency, and if you are not being uniform and consistent with what you're putting out there from the language, the, the colors, the, the font, the styling, the voice, [00:12:00] everything needs to be uniform and consistent for people to build trust.
It comes down to that trust and authenticity, and if you are not adhering to the structure, I keep coming back to scaffolding and the structure and a way that people understand it if they don't have that specific knowledge. But I do try and strip it back and say, Hey, what do you not know? How can I explain this in a way that you understand?
Yeah, and it has been useful. 
Danny: That's great. 

[00:12:30] Empowering Small Businesses
Danny: Now, one of the biggest challenges that, that I do face with businesses and especially, uh, so I work, um, specifically with small family businesses. So we're talking sometimes teams of 2, 3, 4, and, uh, so often working with the, uh, business owner who may have been in business for 15, 20, 30 years.
But still doesn't have that confidence to say, okay, I'm here to tell and to share that story. And it takes sometimes a while and to convey the message that nobody knows your business [00:13:00] better than yourself. Nobody. Yes. No marketer. Yeah. Uh, no staff member. No family member. Nobody knows a business better than yourself, so who better to tell the story?
Right. Of course. As we said, that comes with a bit of pressure that they put on themselves. Well, I have been working in this business for 20, 25, 30 years. How do I make sure I tell the story that people understand all the experience I've got. So it is about stripping that back a bit as you said, and just taking it and split it into sections where A, they understand that they're not for everyone and their story's not for everyone, and it's understanding that they are the ones with the knowledge.
And it's the understanding that people, the audience, their clients that come to them, come to them because they need them. They don't come to them for any other reason. Right Now, of course, there is the aspect of building those relationships through stories and going to be deep into that. But the first and foremost goal with the storytelling is that connection and earning the trust, again, as we said, and there's no [00:14:00] better person than a business owner to sit down and, uh, and do it easy.
Jacqui: You know, it's, it's so interesting that you say that because as a comparison, I would then say to someone, work, working in corporate for many years and not for-profits. There's a lot of, there's so few people to do. A massive, massive team. Um, and that's absolutely the case in these small businesses. You and I are both small business entrepreneurs.
It's like literally just us waving our flag. So we know that it's hard and we understand that, and I think that goes a long way as well in terms of being, um, at that same level that they get what we, what we're saying is authentic. But I think when it comes down to it, we really need to trust that they know who they are, because when we were working in corporate, we'd expect people to write their own bios.
Now that's something I think people kind of get a bit nervous about, right? Because they're like, oh, but I'm no writer, and what if I don't include this? Yeah. But [00:15:00] essentially if you are tailoring the content, then you take whatever they write and you are changing the structure, like the narrative voice. If you were to have a consistent body of work and you would have five people that work there.
It all needs to have the same tone, the same language, and the same streamlined approach. So you could modify that, but at the end of the day, you would have to interview them extensively to know the things they've worked on. I mean, we're not writing resumes here. Yeah. We're, we're just selling like us.
We're selling us and our bio, or we're selling our business and we, we know it, but we work with people that know branding to make that come alive. So I think it's very much collaborative. 
Danny: A hundred percent. 

[00:15:40] Engaging Employees in Storytelling
Danny: And there's also that, that next step, right, of business owners being comfortable enough to share their story and, and connect to the audience and, and help them.
And again, that's all they're trying to do, right? They're trying to provide that value, they're trying to help that layer after that is, so you do have often a business owner and you do have. Three or four or five team members that, how do we get [00:16:00] our team invested in our story, and how do we get our team to carry that same flag?
Now, as a business owner, you can't expect your team members, your employees, to care about the business as much as you do for them. It is often a job for you. It is your whole life that you've built and so on. So there are different levels of sharing the brand, sharing that story, but having them invested in the story, having them invested in the brand and invested in helping share that story, doesn't mean that they have to, you know, give up everything else that they believe in inside the business and what they do.
So. Yes, the business owner may still care a lot more, which rightfully so about the business 'cause it's their business. But there are ways to get your team members to share your story, to be invested in it, and ensure that everyone is aligned with that message that goes out to your audience out there. 
Jacqui: No, that's, that's, that's great.
Um, as, as you were talking, I started thinking this has been a bit of a contentious issue amongst some people I've [00:17:00] worked with over the years because. The expectation is. You have to share the business', um, posts on social. It's almost like you have to continue the chain and you have to send the email and you have to shake the can and rattle for the money.
Yeah, and you have to do the promotional stuff when you have to bug your friends and families. It's like, you know, without, I don't think kids. Do it. Like my son doesn't do it the same way, but we used to door knock like when we were kids and we'd say, can you sponsor me for this? And it's probably quite annoying.
And it's not really realistic to expect your employees to have to then take time and post on their feeds where they wanna be spending that time with their families. Especially if they're not working in the social media team. I don't know. Like say someone working in an accounting firm, right? And they've got this promotional thing happening around, um, a.
I guess just throwing it out there. Yeah. Is it reasonable then to expect them to share it or would it be [00:18:00] more reasonable to expect them to invest in the business, like you said, by telling their story in a little bio on LinkedIn or on the website to say why their values resonate with the values of the business and their story of how they come, came to work there and what they can offer.
Yeah. Do you think that's probably a more reasonable option? 
Danny: I think, and this is the, this is the on one of one of the ongoing challenges, right? With getting the team invested in it. We got it and we, when we say we business owners, we need to make it as easy as possible for our team members to share a story.
So we can't come to 'em and say, Hey, share a story. They come back to us and say, how? And then we say, figure it out. Right? It's never, never gonna work. Yeah. So we share the story, we publish it to LinkedIn. Share it with the team members and say, Hey, here's, here's what I'm publishing today. Yeah. Um, would be great if you could share it from your, uh, LinkedIn pages.
Now I'm not [00:19:00] asking, going on your Facebook pages or Twitter or anywhere else like that, but. Typically, me personally, if I'm working within a business and I semi like what I'm doing within the business, I shouldn't really have too much of an issue. Right. Yeah. Going in and clicking share on a LinkedIn post if it generates more business.
Yeah. For our, for our team, for the business, more business typically benefits the staff and benefits, you know, everyone working there. I wouldn't think that would be too much of a challenge. I would say that yes, we can't push it too much with what we're asking our team members to do, but I think, you know, and, and I think that's why LinkedIn has become such an important tool for brands and for businesses.
Yes, it is your personal LinkedIn page, so you get to decide what you put on there. But again, if you are working for a business and you're invested in a business, it probably shouldn't come too much as a surprise when, uh. You know, we're publishing this today on our LinkedIn business page. Sure. Or my personal page.
Do you mind [00:20:00] sharing it? Sure. If it's a no. So no, it's your page. But, uh, typically I would come across too many no's and, and I think that also connects another big, uh, topic and, uh, point of discussion when it comes to storytelling, not just of the business owners. Uh, not just from the, uh, staff members, but it's the comfort of sitting in front of a camera or in front of a microphone and telling that story, right?
So once upon a time, and I find myself saying this a lot these days, right? Once upon a time, the consumers out there, the audience out there, the market, they'll be more than happy to see a logo out there and come and click on it, and then connect to your company and connect to your brand. But these days.
If you have a logo or if you have a person from the business, they're always gonna be attracted to the person, right? They're always gonna be coming to hear from the person and through the person connecting to the business, connecting to the logo. So, ah, storytelling. We do the storytelling. Storytelling goes, yeah, storytelling goes a lot, a lot deeper than [00:21:00] just telling how you, um, talking about how the business was created or what you do, or the pain points that you help with and your solution.
It comes to the actual. Emotion, and you mentioned this before, right? It's the emotion and bringing out the best of yourself, bringing out the best of your business, and helping connect to your market, to your audience out there. 
Jacqui: That's awesome. 

[00:21:24] The Role of Authenticity and Empathy
Jacqui: I, and, and, and I love hearing your authenticity whenever I speak to you about these things because I know that you invest a lot of yourself in it as well.
And I think that comes across in a really organic way. I, I think for me as well with my clients, with the business that I work in, um, I think it's very much empathy driven as well. So it's setting boundaries, which I think is always a challenge, certainly for me as well, because I am very invested. Um, but it's then also setting reasonable expectations and what we can do, what we [00:22:00] want to do, what we can work towards.

[00:22:02] Staging and Evolving the Brand Story
Jacqui: So essentially when it comes down to that. Price point, like we were talking before, that can be an obstacle of course. And it's saying, look, how do we stage it? How do we stagger it? What goal do we wanna make at this part? And how do we evolve and at what point do we actually go in with the brand story?
Because I feel like overall it needs to encompass everything but the brand story and the brand identity. Sometimes that can be stage three for me. Yep. 
[00:22:30] Auditing and Understanding the Current State
Jacqui: I mean, the reality is we need to, yeah, we need to understand all of the components that start. So a lot of the time it's like a clean slate. It's an audit, so you're coming in fresh eyes.
So you might be auditing someone's, um, social media pages or auditing a website. And then you can get an idea of what they've done up until now and collating all your information to build understanding. Like if you were to start any new job, you've gotta understand where they're coming from and then you understand their [00:23:00] pain points.
You can see the gaps, and then you can pitch other areas of need. And then often I'd say, well, what's most urgent now? Because marketing and digital, uh, marketing like what you do, it's always an afterthought. So I always feel like I have to come in and mitigate a bit of damage, and there's some damage control that I have to do because it's not been tend, it's not intended to.
Yeah. It's just been left in disarray. And people have been doing little bits. And again, it's not actually saying we're discounting their, um, efforts. Yeah, it's just not been cohesive. It's not been thoughtful, it's not been strategic. So you really need to have someone come in and look at it from that strategic outside's perspective.
And that takes time to really look at, and that is always a bit of a sticking point to understand how people think they're gonna get something quick and effective. 

[00:23:54] The Importance of Marketing in Business Priorities
Jacqui: When you say long lasting and impactful, I think it's imperative that we do, [00:24:00] we, we pass more education around so people understand that investment, that it really is long term.
Danny: A hundred percent. And, and you know, you set a very, very important point that, um, it's not priority one and I agree for businesses out there. You know, and, and I've been working in marketing for quite a, quite a few years now, and I can honestly say that I never expected to be priority one. Yeah. For, you know, even for myself in my business.
Yeah. Yeah. Marketing is not priority one. Uh, and it'd be nice if it 
Jacqui: would be. Yeah, it would be, would be incredible. So, yeah. 
Danny: Now, if you sit down with business, if you sit down with business owners and you talk a priority list, right. Um, there's survival, there's, mm-hmm. So, right, there's cash flow. Mm-hmm.
Mm-hmm. If you have a payroll, right. Payroll. If you don't make a payroll for a month, that's it. You're gone. Yeah. Alright. So imagine everything that leads up to that point. That comes in our mindset and mindset of business owner way before marketing now. Yeah. Is it right? Not [00:25:00] always, because marketing is a big part of that.
Right? If people don't know about us, yeah. They're not gonna come and buy from us. If people don't buy from us, we're not gonna generate and we feel we're gonna generate, right? Yes. But, um, as far as actually sitting down there and creating content and telling our story and so on, um, no, I don't expect it to be priority one and I don't expect it to be priority two or three.
Yeah. Maybe, you know, 4, 5, 6. 
Jacqui: Yeah. 
Danny: But I do truly believe that as soon as brands. Start doing it and businesses start doing it properly, they realize the impact it can have. It quickly jumps up the ladder on the priority list, right? Mm-hmm. And again, I guess just digging that, just digging a little deeper into that one.
[00:25:42] Overcoming the Fear of Storytelling
Danny: The reason why we start off with this, right? The reason why so many put it as priority six, seven, and sometimes not even on the priority list or not on the list at all, is because, um. Is because again, that term, what it has become, the term [00:26:00] storytelling just scares, scares people away, right? Scares people off.
And uh, you know, we, we start off with this piece of information, but, uh, that buzzword where, you know, made people go and now create these three day courses on how to tell the right story or tell it this way or your brand will never survive. And, uh, you know, or, or if you don't tell it the right way, you're scaring people off.
Uh, you're not. And you don't need to. Yes, there's work that you can do within storytelling, but nothing beats practice in it. Alright? So the minute you start it, the minute you start working on it, you go back, you look at how you told it, you look at what you created, you look at what you published, and you know what the next week or the next month, it's gonna get better.
The next, um, year from now, it's gonna be incredible. It's gonna be so different to what it is that you start off with And, um, but it's not gonna move anywhere and it's not gonna develop. You don't start doing it today. Right? So 

[00:26:56] The Value of Imperfect Action
Jacqui: what you're saying is we just need to get out there, right? And just do it.
Well, if [00:27:00] not ift, and like everything, it's imperfect. Just do it. If you're 
Danny: playing basketball right now or if you're in art class or whatever it is that you're doing, if you don't practice what you are doing, you're never gonna get there. Right? And you're always gonna be stagnant. You're gonna be stuck at that point where you're thinking, okay, I'm not gonna start because I'm not good at it.
But then I'm not good at it because I haven't started. Right? No matter what. And no matter what it is that you're doing right now. If you don't start from somewhere, you're never gonna get better at it. Right. I feel storytelling more than anything. 
Jacqui: I feel seen, I feel victimized by this. And you know what?
A year ago I would've been right there and said, dunny speak to me because I need to hear this. But I've gone through all of that and realize that as well. Yeah. Because I just, we've been, we were chatting about this behind the scenes and saying how much we. Struggle. Like I know you have previously, you've struggled of getting it right.
Getting it perfect. And it's something I [00:28:00] still overthink. Yeah. And I naturally, my ethic is so high, I have to expect that of myself. But at the end of the day, if I'm not putting myself out there, it's not published. Yeah. People don't know what I'm doing. I'm not making that impact in a bigger way. 
Danny: Yeah. And there's certainly a way to stay, you know, the ethic and.
There is a way to stay there without overthinking it. Right? Yeah. It's, it's great. And it's, uh, it's not only rewarding for yourself, but, and for your business, but what it is you are helping someone with a problem that they've been, uh, thinking about dealing with for possibly a while, where the answer is, is so, so simple.
Yes. 

[00:28:40] Building Trust Through Storytelling
Danny: And, and I think you mentioned a very, very important part, right? So when it comes to storytelling and. Solving those pain points. There's two groups, right? You can easily come and say, well, why would I be sitting down here and giving all this information away for free? Right? Mm-hmm. I've been learn studying this and learning and practicing it for the last 10, 15 years.
Mm-hmm. Why would I [00:29:00] sit here and give away that information? The other side of it is if you are helping your audience. Solve these problems, right? Solve the problems. You're helping 'em with a solution. You are helping them with the pain points that they've been sitting on for one day, perhaps one year you are, yes.
Giving away free information, but guess what? Next time they're looking for someone to help them with a problem related to that area. Yeah. If they're looking for a solution, they're dealing with someone or they know they hear of someone else who's dealing with it, guess who they're gonna be calling and who they're gonna be contacting.
So I'm not saying that's the only reason. 
Jacqui: Yeah, I, I really, I really like that you captured, um, that energy of saying it's not about this, and I feel like if it was then we shouldn't be doing what we would. Doing like or say, if we say those are our values, we're not resonating with them. Right? It's all well and good to have like a set of values and a mission statement that says we're doing good and we care and we believe in this and we're empathic, but it's [00:30:00] actually living and delivering, which makes us work with the people we wanna work with.
Yes. Because I wouldn't align myself with anyone who I didn't believe in ethically as well. Right. So I think overall it helps to. Grow people. But I like to think it's in a systemic advocacy approach. It's growing them to be better version of themself and building capacity. So I like to think that my moral is, and values like they rub off on people, you know, and then they see that good and that becomes systemic and part of that greater good that you put out into the world.
Yeah. So for me, holistically in my business and my, just my life and the things that I do. That's definitely one of my core values, and I know that people connected with that because I scattered the seeds. And 
Danny: if we hop now on LinkedIn, for example, right? That's, that's what's going right now. For me personally, that's my biggest, uh, playground right now and where I spend a lot of time.
So I spend a lot, quite a bit of time scrolling and I can [00:31:00] honestly say that if I scroll now for, or yesterday, last night for 10 minutes. I remember maybe one or two posts. Right. Wow. Wow. The rest of it, it's been, it's gone now. Some of those posts that I've forgotten immediately after. People would probably worked on that four, three or four, sometimes six or seven hours.
Right. And that's not their fault. No, it's not their fault. It's, it's just the other numbers. It's someone fault. 
Jacqui: It's the nature of the compulsion and that's just 
Danny: how it goes. But the bottom line is, that's right. So the bottom line is, if we spend all our time overthinking the content that we're creating, the story that we're telling, it's never gonna get out there.
And for me personally, if any one of my, you know, clones or audience think that I enjoy spending time with a camera. Absolutely not. I don't, I don't, you would think 
Jacqui: you do. You think I do? You're always on there. Little plug. Always, always on there. But, but, um, 
Danny: but I don't, I don't enjoy it. I enjoy providing value.
I, I enjoy [00:32:00] helping difference, right? I enjoy helping my audience. I enjoy providing that value. I enjoy, um, solving the problems and, uh, and earning the trust. But I don't enjoy hearing my own voice. I don't enjoy, uh, seeing my face on, uh, online. But, uh, and, and that's the reason why, you know, I'll, these days, once upon a time I would take a, uh, video.
I would review it 50 times, edit, go back, edit again, and at the end publish it right. These days, you know, I still dislike my voice and face online as much as I did back then. The difference is that these days I just go on the recorded, if it looks okay to me. If. Information is useful. If it answers a question, if it provides value, that's all I care about, right?

Right. So, answering the question, providing value, uh, providing a solution, right, is all I'm looking for right now. So, and if I can do that through my content, I've done my job. [00:33:00] It's not about me looking good on camera, it's about helping my audience solve their problems. 
Jacqui: I, I love that. And, um, at the core of it, you've, you've really nailed it in terms of the emotion and the connection, because I would want to hope if someone was in a small business, like a family run business, and there weren't many team members, that the investment would be there.
Again, you can't always expect it. As you said, sometimes a job is just a job, but that really comes down to the management style. How they invest, but also that comradery that they build effectively as a team to make people wanna invest. Which is another story entirely. We can only do what we can do in our miracle workers.

Yeah, that's right. But we definitely can wave the flag. 

Danny: Yeah. And, and it is a lot more simple than what, than what's being made of it and only one thing at the end of the day. And that is the trust that it can build between yourself and your [00:34:00] audience. Now it's important to say, our audience listen to this thing that storytelling has taken over the entire business.
It's part of your business, right? Yeah. So we're not saying throw out everything that you've done or everything that you're planning to do. Yes. Or any other thoughts. Creations and so on. But storytelling is maybe not a massive part of your business right now, but can be extremely impactful even if you just make it a small part.

Again, we, we use the term storytelling that splits into many, many, you know, categories. And it's a very broad term, but if you can start thinking that way and how to implement storytelling within your business, you'll find sooner over later what a positive impact it. 

[00:34:41] Final Thoughts and Thank You
Jacqui: So I just wanted to take the time and thank Danny Morris from a digital marketer for joining us today, uh, on Community Creatives, community Matters Media Podcast, season four.

And I hope that you enjoyed a lot of the things that we discussed. It was [00:35:00] probably a bit more candid than I expected, but I think that there's some really cool points in there, and I hope that you take away some valuable insights. And as always, if you wanna know more, you can get in contact with us and I'll leave Danny's details in the show notes as well.

But thank you so much Danny. 

Danny: Thanks for having me. It was a great talking about it and as you said, we could probably spend days here talking about all this. Uh, but uh, yeah, always an honor and a great fan. A big fan of the show, so, uh, thank you. Thanks for having me. 

Jacqui: Oh, you're so welcome. And, um, and thank you for being here.
It really meant a lot and I feel like together we, um, really connect on all things storytelling and marketing and I'm really happy to have you as, um, as an ally. Perfect. Thank you. No worries. Thank you. 

All my love Jacqui.