Stories that change how people decide
Most businesses don’t struggle because they lack information. They struggle because nothing they say sticks.
People don’t make decisions based on facts alone. They decide based on meaning. Stories create that meaning. They help people recognise themselves in a problem, imagine a better outcome, and trust the business offering it.
When stories are used deliberately, they don’t sit on top of marketing.
They shape how people understand what you do, why it matters, and whether they believe you.
What stories actually do
Good stories don’t decorate a brand. They do practical work.
They help people see themselves in a situation.
They build trust by reflecting real motivations and doubts. They make outcomes feel tangible rather than theoretical.
That’s why they influence decisions long before someone fills in a form or books a call.
Case study: shifting a dental brand from treatments to transformation
The problem
A dental brand was explaining procedures clearly but failing to connect with patients. Their marketing focused on what they offered, not why people came through the door in the first place.
The shift
I focused on patient motivations rather than services. Some patients came in pain, anxious and desperate for relief. Others wanted confidence for moments that mattered to them. The stories were about fear, relief, confidence, and change. One patient spoke about avoiding smiling in wedding photos because she felt embarrassed about her teeth. After treatment, she described finally recognising herself in those photos. That story did more than any list of treatments ever could.
The result
Marketing moved away from technical explanations and towards outcomes people cared about.
Engagement increased, enquiries became more qualified, and patients arrived already understanding the value of the work.
What this means for your business
When stories are used well, they help you: move away from generic messaging stop competing purely on features or price create content that feels coherent rather than reactive build recognition and trust over time
This works best when stories are grounded in reality and used consistently, not occasionally.
How this fits with my work
This approach sits at the heart of how I build content strategies for founders and growing businesses. Sometimes that means helping you articulate stories that already exist. Sometimes it means shaping how those stories are told across channels. Either way, the aim is the same: to make your marketing clearer, more human, and more effective.
What Clients Say
Rosie Wareham - Founder
I have had the pleasure of working with Sue in two companies during the past 15 years. I can confidently say Sue a marketing expert with enhanced strategic thinking and creativity skills. Sue has been instrumental in the success of many campaigns and launches.
Sue consistently delivers innovative solutions that drive results and exceed expectations.