Tales of Finance: Storytelling Strategies for Financial Experts

Listen to this on the podcast.

As financial professionals, we often find ourselves wrapped up in numbers, tax returns, and financial statements. However, it’s essential to step away from the jargon and dive into something more human: storytelling. If you're a bookkeeper, accountant, or CPA, you might be wondering—why storytelling? What role does it play in financial services? The answer is simple: people connect with stories, and that connection builds trust, which is essential in our line of work.

Why Should Financial Professionals Tell Stories?

You might think, “Storytelling? In accounting?” I get it—your daily conversations likely revolve around balance sheets and cash flow. But marketing today is about more than just delivering technical information. Clients are looking to connect with the person behind the spreadsheets. They want to understand your journey and how you can help them. In 2024, marketing is about building relationships through authentic, relatable stories.

The Value of Storytelling in Marketing:

• Creates Emotional Connections: People connect emotionally with stories, not data.
• Builds Trust: By sharing your personal experiences and client success stories, you show that you understand your clients' challenges.
• Simplifies Complex Information: Storytelling can help you explain difficult financial concepts in a way that feels more approachable and understandable.

How to Start Telling Your Story

Every great story starts with the basics: who, what, when, where, why, and how. This framework helps you craft content that feels natural and real. For instance, ask yourself:

• Why did I get into finance?
• What challenges have I faced in my career?
• What do I love doing outside of work?
• What drives me to help my clients succeed?

These simple questions can reveal powerful narratives that resonate with your audience. It’s not about having a flashy story—it’s about being genuine.

Example: Turning Complex Jargon into a Story

Let’s say you're explaining a complicated retirement planning strategy to a client, and they look overwhelmed. Instead of piling on more technical details, flip the script and tell a story. You might say, “I had a client who was in a similar situation, juggling retirement savings while trying to pay for their kids’ education. Together, we created a plan that gave them peace of mind.”

Suddenly, the client sees themselves in the story and begins to trust you as someone who understands their struggles.

Telling Your Origin Story

Your origin story is one of the most powerful tools in your marketing toolkit. Everyone’s path to their profession is unique, and sharing that journey helps clients see the person behind the numbers. Was there a specific moment when you knew you wanted to become a financial professional? What sparked your passion for accounting or finance?

For example, my origin story began one summer when I worked at the Board of Education’s accounting department, typing up documents on a typewriter and filing papers. I fell in love with the work, and when accounting was offered as an elective in high school, I jumped at the chance. By the time I graduated, I knew this was the career for me. It’s not a flashy story, but it’s real—and people connect with that authenticity.

Reflect on Your Own Origin Story:

• What drew you to accounting or finance?
• What personal experiences have shaped your career?
• Why do you continue to do what you do?

Sharing Client Success Stories

Another powerful way to use storytelling in your marketing is by sharing client success stories. Instead of just saying, “I helped my client save money,” dive into the full story. What challenges did they face? How did you help them overcome those obstacles? Where are they now?

Example: Client Story that Connects

One of my clients was a military spouse running a business while raising children. I suggested that she share her story of balancing family life and work, and it resonated deeply with her audience. It wasn’t just other business owners who connected—it was parents, military families, and anyone who understood that balancing act.

This story made her more approachable, relatable, and trustworthy. And that’s the key—real stories connect us and make our services feel human.

Where to Share Your Stories

Now that you have your stories, where should you share them? The answer is everywhere! Let’s break it down:

1. Your Website

Your website shouldn’t just be a list of services. Add your story on your About page and sprinkle client success stories throughout your site. Let potential clients see how you’ve helped others in their shoes.

2. Social Media

Social media is ideal for sharing quick, relatable stories. For instance, remember the client with the beach house who set up an office in her kids' bedroom? She shared a short reel about her daily setup and people loved it! These kinds of behind-the-scenes moments show the human side of your business.

3. Email Marketing

Emails don’t always have to be business updates. Instead, lead with a success story or a personal anecdote. It will make your newsletter feel more like a conversation and less like a sales pitch.

Quick Action Steps to Get Started

To wrap things up, here are a few action steps you can take right now to start weaving storytelling into your marketing:

• Write your origin story: Reflect on why you became a financial professional and what keeps you passionate about your work.
• Pick a client success story: Share it in your next social media post or email newsletter to engage your audience.
• Audit your marketing materials: Look at your current content and see where you can add more personal, human stories.

Storytelling isn’t just a trendy marketing tactic—it’s a way to build deeper connections with your clients. Whether you’re sharing your origin story, a client success story, or even a glimpse of your daily life, these narratives make your business more relatable and trustworthy. So, take a moment to reflect on your story, share it with the world, and watch as it transforms your marketing efforts.

If you need help with storytelling in your marketing, book a call with us.