If you want to listen to me talk through all of this even deeper, tune into Episode 54 of the pod - you'll take away even more juice. Press play and read along 🎧
You're not writing a novel - you're weaving in a moment.
Stories work. You know they work - I'm not here to convince you of that. But here's the problem. People are telling the wrong stories, or they're not telling enough of them. Or - and this is the big one - they think a story has to be this massive, dramatic rags-to-riches production. So they freeze. They go "I don't have any stories"... and they tell you that while sitting on a literal goldmine.
A story can be a handful of lines woven into a sales page. It can be a few slides in your Instagram stories right before you lead into a sell. It can be a simple carousel. It does not need to be long. It does not need to be dramatic. It just needs to be a small window - a window where someone looks in and feels something. Where they go, "oh, another real human has actually been through this."
So the thing standing between you and all of this is simple: you need to know what stories to tell. That's exactly what we're doing here. The first three help you get loved, the next three help you get selling - and you don't have to use just one. Those two emails I mentioned wove in both: an origin story and my values to serve, then the selling stories to sell. Layers through one piece of content. That's the magic.
LOVED LOVED
Part one · stories 1-3
The stories that get you loved.
01
Your origin story
You don't have one origin story - you have heaps. Your business has one. Every offer has one. Every method you use has one. And where that thing came from matters SO much to the person on the other side - 'cause when you talk about the desire that started it, she goes "oh, I have that desire too." When you talk about the trial and error, she realises you've fast-tracked it for her. And when she sees you had her same flavour of struggle - working parent, solopreneur doing it all, the exact thing keeping her up at night - that's when "I have this offer" becomes "you had the thing I have, and you found the way through."
Fill in the blanks - make it yours
[X years] ago, I was sitting there thinking: [the thought you couldn't shake - "there has to be a better way to..."]
I'd tried [what you tried]. I'd been stuck at [the wall you kept hitting] for [how long].
So I built it myself: [the trial, the error, the late nights - what it actually took].
And THAT's how [your offer / method / biz] came to life.
So if you're where I was - [staring at the same struggle] - I built this so you don't have to.
Feel the difference
The usual way: "I'm SO excited to be opening the doors to my new program!"
The story way: "Three years ago I was sitting there thinking - there has to be a better way to do this. I struggled with it for ages, worked at it until it finally broke through... and THAT's how this program came to life. Today the doors open - so if you're stuck where I was, it's yours now too."
Where to use it: launch emails and posts, your about page, any "doors open" moment - the story goes BEFORE the offer details
Find yours
Take your main offer. Now go back to the night before it existed - what were you sitting there wishing existed? What had you tried that WASN'T working? That moment is the story. Start there.
02
The value behind the value
Everyone states their values: "I value affordability." Lovely - and completely flat. Anyone can type that sentence. But underneath every value you actually hold there's a story - the reason it became yours in the first place. When you tell THAT version, your prices, your process, who you choose to serve - they all suddenly make sense to people. They stop seeing a decision and start seeing a person. And there's deep evidence that people knowing where you stand impacts sales dramatically.
Fill in the blanks - make it yours
There's a reason [the thing people notice - your prices / your no-list / who you work with] is the way it is.
It goes back to [the moment it became personal - what happened in your life].
That moment is why [the value] became the rule I built everything around.
You'll see it in [how the value shows up - your process, your prices, who you serve].
So when you see [that thing in my biz] - now you know the story behind it.
Where to use it: woven through your whole brand - not just the values line on your website. Emails, captions, the "why I do it this way" moments
Find yours
Pick the thing you refuse to budge on in your biz - the price you keep accessible, the way you'll never sell, the people you always choose. Now: who or what made you like that? There's a moment in there. Tell that one.
03
The little shift
The one almost everyone skips - because nobody told them they're allowed to share the small stuff. Why you stopped doing something. What one client taught you. Your experience with a tool. These micro-stories do three jobs at once: they make your content genuinely interesting, they position you {lived experience beats recycled advice every time}, and they compound - every little shift someone sees builds your personal brand a bit more. Information shared through your own shifts is the one kind nobody can copy.
Fill in the blanks - make it yours
I used to [the old way] - every single time.
Then [the moment - what a client said, what you noticed, what finally snapped].
So I stopped. Now I [the new way].
Honestly? [the payoff - what it changed, in real terms].
If you're still [the old way]... this is your sign. Try [your recommendation] this week and watch what happens.
Where to use it: week-to-week content - the next time you go to share a tip, ask "what's MY experience with this?" and weave it through
Find yours
Finish this sentence: "I used to always ______, until ______." The thing you stopped doing, the tool you swapped, the rule you broke - every one of those is a story your audience would lean right into.
SELLING SELLING
Part two · stories 4-6
The stories that get you selling.
04
The outcome story
I want to be so clear - this is not just putting up a testimonial. It's a story you tell AROUND someone {or yourself}. Here's why it works so hard: when someone's thinking about buying, there's a quiet voice going "yeah, but that won't work for me - my situation's different." You cannot argue with that voice; push back and she digs her heels in. But a story sneaks right past it, 'cause you're not arguing - you're just telling her about someone else. Your ideal client is sitting in that person's past right now. Show her the barriers that person overcame, and the objections dissolve on their own.
Fill in the blanks - make it yours
When [she / past-you] first [found me / started], [the real starting point - what her weeks actually looked like].
Back then, she was [saying / thinking / feeling it - "I'll never be able to...", "that works for everyone but me", "I've tried this before"].
Here's what we did: [the method - what you implemented together].
Now? [her reality today - specific, tangible].
And that thing she was so sure of back then? [what actually happened to it].
Where to use it: sales pages, sell emails, launch content - and if you only have your OWN story right now, shout it from the rooftops over and over. It counts.
Find yours
Think of the client whose first message to you was full of doubt - the one who nearly didn't buy. What did she say back then? What would she say now? The distance between those two messages IS the story.
05
The belief-shift story
This one does two jobs at once: it moves people toward your offer AND it overcomes their objections at the same time - without ever feeling like you're handling an objection {which is the whole trick}. Between your person and the sale there's almost always one belief in the way. Most people are too scared to name it out loud. You're going to call it out - then gently dismantle it with a real story instead of an argument. There are two lovely ways in: through your own old belief, or through a client's.
Way in #1 - your old belief
["The belief your buyer is holding - said the way she'd say it: 'you need a big audience to make real money'"]?
I believed that too. For years.
Then [the thing that happened - the moment it cracked].
And it completely changed how I see it: [the new belief - what's actually true].
If you still believe [the old belief]... I get it. I just can't un-see what I saw.
Way in #2 - your client's belief
"[the objection, word for word - 'this won't work for me because...']."
That's what [client] said when she started with me. And she was SO sure of it.
Here's what actually happened: [the story of what shifted for her].
Now she's [where she is today] - same woman, completely different belief.
Why it's so disarming: you're not above her, you're not lecturing. You were in the exact same spot and found your way out - or someone just like her was.
Where to use it: the objection you hear on repeat - make this story and tell it loudly, specifically, all the time
Find yours
What's the sentence you hear over and over right before someone doesn't buy? {"I don't have time"... "my audience is too small"...} You've watched someone let that belief go. Tell what happened next. Or has a client believed it - and what happened when she let it go?
06
The see-yourself story
I'm gonna be honest with you 'cause I always am - this one's more of a copywriting technique. But I'm sneaking it in here because it is SO freaking powerful, and once you see it you won't be able to unsee it - the best copy uses it everywhere. "This is for busy mums in business" is fine. But take it deeper - paint her actual life in specific, nuanced detail - and something else happens: she stops reading words and starts feeling seen. Logic says "that's my demographic." Story says that's ME.
Fill in the blanks - make it yours
This is for the [woman / biz owner] who [who it's for - the simple version].
I see her all the time. She's [a real moment from her actual day - specific and true].
She's [another one - the 9pm laptop, the in-between moment],
wondering [the quiet thought she'd never post about].
She doesn't want [the thing everyone assumes she wants].
She just wants [the real desire she got into this for].
If that's you [in that exact moment right now] - this is the one for you.
Feel the difference
The usual way: "This is for busy mums in business."
The story way: "She's at the school pickup line answering a client email on her phone. Laptop open at 9pm after the kids are down, wondering if she's the only one doing everything and still not scaling. She doesn't want to be famous on Instagram - she just wants the income and freedom she got into this for. If that's you in the pickup line right now... this one's for you."
Where to use it: sales pages, sell emails, webinars, anywhere you'd write "this is for..." - and in the transformation you paint of life AFTER your offer
Find yours
Describe your favourite client's actual Tuesday - the real one, not the tidy one. Where is she at 9pm? What's open on her laptop? What's she wondering that she'd never post about? That's your scene.
The map
Which story, when.
Launching or opening doors
Origin story first, outcome story to close
Week-to-week content feeling flat
Little shifts - one per tip you share
Hearing the same objection on repeat
The belief-shift story, told loudly and often
Sales page or sell email
See-yourself to open, outcome to prove, origin for the offer
People like you but don't buy
You're serving stories only - add the three that sell
And the real magic move: layer them. The $52k email wove an origin story and my values in to serve, then the selling stories to sell. Layers in one piece of content, layers through your content overall - one email, both jobs done.
Do you want to get seen, loved + selling - with SO much more support?
{including storytelling}
your content bestie
a real talk love note
If you're sitting there going, "Carinda, I love this - but I know myself. I'm going to need help doing this consistently across my emails and my content and my stories, week in, week out"... I've got you.
This is the exact work we do inside my membership, The Content Mastery Club - where these elements aren't just taught to you, this work is done FOR you, as you:
Your monthly Content Masterplan, done for you - the posts, the plans, the emails, mapped so you always know what's going out
The Seen, Loved, Selling Lab - AI trained MY way, on what actually converts for small biz owners. It learns you, writes AS you, and your content is ready in seconds {stories weaved in}
The Bot Besties, templates + trainings - for every corner of your marketing, opt-in pages to welcome sequences
Me, in the questions every business day - plus monthly live audits, so you're never stuck alone
The exact same methods that made me those two emails have been bottled up inside. The club is capped, so there isn't always a spot open - but one click will show you if there's one right now.
Just one of the six. Find your version of it and weave it into something you're already putting out there - an email, three story slides, a random Tuesday caption. They are the most powerful, the most YOU, and the most uncopyable thing you've got.
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