Field Note #10: The Storytelling Edge That Brought My Teaching & Marketing Back to Life

I've seen it too many times. We create online courses that have it all: solid teaching, clear frameworks, generous bonuses, beautifully designed slides.

On paper? A dream. But when we launch it?

Crickets.

Not zero students, but definitely not the response we expect for something we’d poured so much into. And the students who do sign up? They finish a few lessons and fade.

Maybe we need more testimonials? Maybe a better funnel? A better bonus stack?

Consider this: we often strip the soul right out of our own story.

We are so focused on teaching well that we forgot to connect deeply. So focused on marketing ethically that we forgot to share vulnerably.

Our clients aren't just signing up for information. They look for transformation. We should give them a bridge to believe it is possible.

That bridge?

Storytelling. Done with integrity. Rooted in purpose. Covered in inspiration.

When Teaching Falls Flat (And How to Fix It)

❌ The “Just-The-Facts” Approach

It’s easy to assume that clients enroll in our course solely to soak up information. Give them the steps, they’ll take the action, and everyone’s happy, right?

Not quite.

Students are drowning in free information and don’t just want knowledge—they crave connection, transformation, and purpose. When your course only delivers information without an emotional connection, students are more likely to disengage or even drop out.

Let’s say you’re teaching time management. You lead with straightforward and pretty Canva slides listing your must-dos: prioritize tasks, make to-do lists, set timers. It’s practical. It’s logical.

But is it memorable? Nope.

Is it something they could have pulled from ChatGPT? Probably.
 

✅ Add a True Story That Resonates

Now, imagine starting the same lesson with a story. Maybe you share a time when you were juggling too many projects, feeling overwhelmed, and teetering on the edge of burnout. Then, you explain how you turned small things around using the exact strategies you’re teaching.

That story isn’t just relatable—it’s powerful. Students see themselves in your journey. They’re not just learning what to do; they’re understanding why it matters and believing it’s possible for them too.

When you weave storytelling into your course, you’re offering more than lessons. You’re offering an experience. Suddenly, students aren’t just completing modules; they’re connecting, engaging, and staying invested in their learning journey.

If this resonates with you and you want to dive a little deeper into that topic, check out my blog post on Why Your Teaching Needs Stories: 7 Tips to Captivate Learners—because, let me say this again, a lesson without a story is like a cake without frosting: technically complete, but who’s excited about it?

When Your Marketing Misses the Mark (And How to Change That)

❌ The Features-and-Facts Marketing Disaster

Now let’s shift to your marketing. You’ve got your course sales page up, with a list of features and benefits anybody can be proud of:

• 15 video lessons in 3 modules.
• worksheets with each lessons.
• lifetime access, including all future updates.
• 1-hour live group coaching session.

It’s organized. It’s clear. It's generous.

But let’s face it. It’s not exactly relatable when people arrive at your sales page first (list them further down). 

Do they really want more lessons and worksheets? Features explain the “what,” but people are looking for the “why.”

✅ Lead with Story-Driven Marketing

Now, let’s rewrite that page with a story-driven approach. Rather than just listing features, you paint a picture of the journey your students will take.

For example, you tell the story of how someone just like them, perhaps a fellow entrepreneur or busy parent, signed up for your course and, through your guidance, found not only practical tools but a renewed sense of purpose and positivity. 

You might say:

Imagine waking up every day feeling in control of your time—no more scrambling to catch up or feeling overwhelmed by your to-do list. In this course, you’ll learn the exact strategies that helped me transform my life (and countless others). I will walk you step-by-step through the process of mastering time management. By the end of the course, you won’t just know what to do—you’ll know why you’re doing it, and your results will speak for themselves.

Now, do you see the difference? You give your audience a reason to care.

Is Storytelling Manipulative?

This is the tension, right?

We don’t want to pressure. We don’t want to sell our souls for conversions. And we definitely don’t want to mimic those “you’re not enough unless you buy this now” tactics.

But real storytelling, or the kind rooted in truth, transformation, and testimony, isn’t manipulation. It’s ministry.

Here’s how I frame it:

• Manipulative: “If you don’t act now, you’ll miss your chance to succeed.”

• Integrity-led: “If this is the right time for you, I’d be honored to walk with you.”

• Manipulative: “Look how perfect my life is because of this course.”

• Integrity-led: “Here’s where I struggled and how this process helped me change.”

If you’re telling stories from a place of calling, you’re not selling a product. You’re offering a path.

Stories just make that path visible.

What I Know Now

I’ve learned that when I strip my story out of my message, I also strip away the trust, the relatability, and the heartbeat.

Now, I teach with stories. I market with moments. I invite people into transformation not with pressure, but with proof that change is possible.

So if your course or launch feels a little hollow, don’t assume you need to add more glitz.

You may just need to tell the truth a little louder.

Your story matters. It might be the one thing your people need to hear to believe change is possible for them too.

Want More on This?

Here are a few places I unpack this further:

• How to Attract Your Ideal Learners Authentically with Story Copywriting: Because marketing without a story is like soup without salt—bland and forgettable.
• 3 Simple Ways to Turn Your Small, Personal Stories into Authentic Course Marketing: Proof that even your 'meh' moments can create 'wow' connections.
• How to Write a Simple and Standout Course Pitch That Converts: Craft pitches so irresistible, they'll practically say, 'Take me!"