One failed pitch taught me more about storytelling than any success ever did
Her chair made this squeaky little noise as she leaned back and crossed her arms.
I was halfway through my pitch, completely convinced I was crushing it. Solid stats, smooth delivery, and the most perfect blend of my Senior Broker’s success throughout.
It had always landed, whether the prospect bought or not.
But she just sat there, tilting her head slightly, not giving me anything to work with. Just… that… look. The look that makes you second-guess every word coming out of your mouth.
Then she said, “You just spent all this time telling me about some random man. What’s your story? Who are you?”
It was like she reached across the table and slapped the ish outta me.
I froze. My throat suddenly drier than the Sahara, while my brain was scrambling for anything coherent to say.
Finally, I managed to get out a few sentences - my background, why I became a broker, what I wanted to accomplish over the next 5-10 years. It was messy, unhinged, and honestly… pretty awkward.
But it was mine.
She nodded, her expression softening for the first time this whole interaction.
“Now, that’s the story you tell,” she said.
I didn't close the sale. But as I drove back to the office, her words wouldn’t leave me alone.
The stats I worked so hard on? Useless.
The perfect delivery I rehearsed? Forgettable.
All she cared about - all she wanted - was the choppy, half-ass, imperfect story I told about myself.
That sales call wasn’t just a rejection. It was a mirror.
It showed me how much I had been hiding behind other people’s stories. Borrowing their success, their credibility, their voice.
But borrowed credibility doesn't build trust.
I’d been treating storytelling like a shield - something to protect me. But a story isn’t supposed to be a shield. It’s supposed to be a bridge.
If you want your audience to trust you, you’ve got to step out from behind the “pretty” version of someone else’s story and share the seemingly uglier story that only you can tell.
Did you know that 65% of entrepreneurs admit they hesitate to share their personal stories when interacting with their audience?
And, to be fair to them, borrowed credibility stories do indeed work - well. See the 50 11 borrowed credibility posts going viral these days.
But your unique story is the foundation of trust between you and your audience. Telling it doesn’t just build confidence in yourself - it gives your audience a reason to believe in you, too.
Here’s how to shift from borrowed stories to personal ones with the same impact using my S.T.O.R.Y. Method:
S - Start with the Borrowed Story’s Purpose
What goal were you trying to achieve with the borrowed story - connection, credibility, inspiration? Clarify its purpose.
T - Trace Your Own Journey
Think back to moments in your life where you faced similar challenges or opportunities. Find a story that aligns with the purpose you identified.
O - Open with the Turning Point
Begin your story as close to the moment of transformation as possible. Drop your audience into the most compelling part of the narrative.
R - Reveal the Struggle
Show the tension and conflict that led to the transformation. Share the doubts, failures, or obstacles you had to overcome.
Y - Yield the Lesson
End by delivering the same emotional or practical takeaway as the borrowed story. Make it clear, actionable, and impactful.
Why This Works
When you share your own story, you show your audience that you’re human - like them.
The social media highlight reels are great, for what they are, but there's something very different about buying a fitness program from someone you perceive as having been fit their whole life - and someone who’s spent a lifetime struggling with the ups and downs of their weight - like you.
Borrowing someone else’s story might sound better… easier… cleaner. But it won’t make you relatable.
And without relatability, there will always be a disconnect between you and your audience.
Here’s What You’ll Get Out of It
• Confidence in Your Own Voice: Learn how to stop hiding behind someone else’s story.
• Stronger Engagement: Watch your audience respond to you in ways you’ve never seen before.
• A More Human Brand: Build trust by sharing stories that reflect the same struggles your audience is currently facing.
“You can borrow other’s success, but you can’t borrow trust.”
Your Turn
Think back to a time when you relied on someone else’s story to make a point or establish credibility. Answer these questions to uncover your own narrative with the same impact:
1. What outcome were you trying to achieve?
Why did you use the borrowed story? What lesson, value, or emotion were you hoping it would convey?
2. What personal experience could replace it?
Reflect on a moment in your own life that taught you a similar lesson or carried the same emotional weight. What happened? How did it change you?
3. How can your audience connect to this?
Think about your audience’s challenges or goals. What part of your story mirrors their struggles or provides a solution?
While other people’s stories definitely have their place (more on this upcoming), there will always be distance between you and your audience when you rely on them.