Back to Blog

3 Steps to Turn Your Small Stories into Course Marketing Gold

course marketing story copywriting
3 Steps to Turn Your Small Stories into Course Marketing Gold

Ever feel like storytelling is a distant art form that only a fortunate few can master? Not true. It's time to debunk that myth.

Storytelling is a skill that can be learned by anyone passionate about their message and about connecting deeply with their dream clients.

Because here is the golden nugget: Stories don't have to be epic tales to work in your online course creation business!

★ Picture this: Emma has poured her heart and soul into developing mind-blowing holistic nutrition courses. Yet despite the immense value they offer, her courses were getting lost in the digital jungle.

It felt disheartening for her to see her dream of helping others remain unfulfilled.

Sure, Emma had heard about the power of storytelling in attracting dream learners, but she thought that storytelling was reserved for those with innate talents or fancy creative writing degrees. After all, she thought she lacked the charisma of a Tony Robbins, the literary prowess of a J.K. Rowling, or the creative vision of a Spielberg.

But one day, Emma realized that her own small victories and funny mishaps toward healing her body through nutrition were worth sharing — those small stories that could resonate deeply with her target audience.

With a trembling heart and a knot in her stomach, Emma took a leap of faith. She opened upone Instagram post and one email at a timeabout her struggles with her weight, her moments of doubt, and the triumphs she achieved through her holistic nutrition plan. 

To her surprise, her clients became curious and started to trust her, and word spread like wildfire.

Emma's courses became a shining beacon of light for those who yearned for personal development, healthy bodies, and a supportive community bound by shared experiences. She became their mentor and has INSPIRED countless others to jumpstart their own transformation.

Here’s the point. Emma’s journey is not a fancy novel.

It's a testament to how small, authentic stories can forge connections, transform lives, and make courses thrive.

So, are you ready to follow in Emma's footsteps?


Let's do this, the “small” and simple way.

David vs. Goliath: How Small Stories Outshine Grand Narratives in Marketing

All right, my friend, let's talk about small stories that pack a mighty punch.

Sure, we all know that big brand stories are important for showcasing your business, but today, we're shining the spotlight on those quirky, slightly embarrassing tales that make you, well, YOU.

Now, these small stories might seem insignificant to you at first, but hold up! In the world of marketing, they wield incredible power, like a tiny flower pushing through inches of cement. 

Why, you ask?

Because they're RELATABLE, PERSONAL, and AUTHENTIC. And they make you approachable and oh-so-trustworthy.

I see these small stories as “mini miracles" because they tap into the very essence of the human experience. They create an emotional bond with your customers, showing people that you're just like them—a real person with real experiences.

And let me tell you, that beats faceless brand messaging any day of the week.

Let's face it, people are tired of those generic, polished, and exaggerated advertising tales that feel about as genuine as a pair of dollar-store sunglasses. Can you blame them?

According to SocialMediaToday’s 2019 survey, 90% of consumers believe that authenticity is essential when deciding which brands to supportan increase from 86% in 2017. The survey also highlights the importance of transparency and genuine connections in building genuine brand-consumer relationships.

So, when you strip away the mask and show your true colors, you're not just selling a product or service—you're building a genuine connection with your clients. 

Leave a Lasting Impression with Small Stories

Let's humanize your brand and let your clients see the real you behind the fancy tech and colorful social media accounts.

And it's not as difficult as it sounds.

We're not here to paint a picture-perfect facade! We're all about embracing your quirks, imperfections, and authentic self.

I am thinking about...

that embarrassing moment when you accidentally wore mismatched socks to a client meeting and turned it into a lighthearted icebreaker.

→ that time your cat's antics during a Zoom meeting turned your clients into giggling fans.

 that simple mix-up in a coffee order leading to meeting your future business partner at Starbucks.

Do you know what I mean?

These small stories are all about capturing the nitty-gritty details and the emotions that your ideal clients can't help but love. They are laser-focused on specific experiences that cut through the noise and grab their attention like a magnet.

When your audience sees themselves in your stories, that's when the real magic begins.

Before I give you some tips on how to find and craft these small stories, here are more examples.

EXAMPLE 1: George's Dog Buddy

George’s story of how his dog, Buddy, became the unofficial mascot of the office. Buddy brought joy and laughter to everyone with his mischievous antics, keeping the team morale up. Better than any expensive advertising campaign, using small stories of Buddy's antics on their social media connected the team and clients, as clients then shared their own pet stories. 


EXAMPLE 2: Betty's Company Trip

Betty’s lighthearted story of how her company outing has gone hilariously wrong during a thunderstorm. As a passionate hobby photographer, Betty took pictures of people ducking for cover from hail, frantically saving the cake while leaving the marketing materials behind. Publishing these pictures in their newsletter resonated with clients who appreciate a company with humor. 


EXAMPLE 3: Tina's Course Accident

The story of a whimsical incident that would forever alter Tina’s online course creation business. It all started with a course prototype that took an unexpected detour from its intended path. Instead of panicking, Tina decided to tell the story of this accidental creation to her clients, not as a mistake but as a stroke of whimsy and innovation. To her surprise, her clients were enchanted by the unexpected twist, drawn to the course's unique character and imperfections. But that’s not all. The story still functions as an inside joke that has become part of the business culture, fostering a sense of community and inclusivity among her fellow teachers.


Are you inspired now?

Below are some tips to find and share your small stories that make you unique, relatable, and utterly authentic. 

So, grab a cup of coffee, get cozy, and make your clients rally around you like never before.


3 Steps for Finding And Sharing Your Small Stories


1. Brainstorm



Take a moment to think about past standout moments that made you laugh, touched your heart, or took an unexpected turn. This could be the challenges you've overcome, the lessons you've learned, or any other unique aspects of your business.

If you want prompts that help you find these stories and attract your ideal learners, click here. 



Keep an eye out for interesting situations, conversations, or interactions in your everyday life. Notice moments of humor, human connection, or unexpected outcomes that can be transformed into engaging small stories. Inspiration can come from the most unexpected places.



Identify what sets you apart from the crowd. Is it your captivating origin story or your specialized expertise? Or maybe it's your innovative approaches that push boundaries? It could also be the values you hold dear along with the practices that reflect them. You know, those guiding principles that make you say, "This is how we roll!" 


2.  Document & Curate

Once you have found your fabulous small stories, create a dedicated space where these stories can live. Whether it's a notebook, a digital document, or a trusty voice recorder, have a handy tool ready and jot down all your juicy details on the go.

For better results, organize and curate them based on themes or key messages that align with your business objectives.

Perfectionism is NOT allowed! We DON'T DO PERFECT when it comes to stories!!!!


3. Share

Lastly, incorporate your small stories into your course marketing materials, website content, or social media posts. In addition to written stories, consider telling your stories via video, audio, or visual formats, since each format offers a unique way to engage your audience and cater to their preferences. Remember to adapt your stories to the platform and audience you're targeting.

As with everything in business, test and tweak! Don’t get discouraged if a story does not perform right away. 




You now have tiny treasures that differentiate you from competitors and demonstrate the authentic value you provide to your customers.

Remember, it's not about the size or grandeur of your stories; it's about how they reflect who you are.

Small, authentic stories are the heart and soul of your marketing strategy, allowing you to forge genuine connections, build trust, and resonate deeply with your audience.


Don't miss a beat!

Get online course creation goodness delivered to your inbox. 

We hate SPAM. We will never sell your information, for any reason.

Share this!