Every brand has a story. But not every brand knows how to tell it in a way that feels real, relatable, and relevant. Too often, businesses fall into the trap of using their story as a sales tool – turning what could be a meaningful connection into just another marketing message.
At AZ Media Maven, we believe your story is one of your strongest pubic relation assets. But for it to resonate with the media, your customers, and your community, it has to be authentic and 100 percent NOTt like a thinly veiled ad.
Here’s how to share your story without sounding like you’re trying to close a deal.
Focus on the why, not just the what
It’s easy to start with what you do. You offer services, sell products, or create experiences. But the more powerful question is: Why do you do it?
What inspired you to start your business? What challenge were you trying to solve? Was there a personal moment that sparked your idea?
People connect with purpose, not products. When you lead with your mission or a meaningful origin story, your audience starts to care about what you do – because they understand why it matters.
Be human, not polished
You don’t have to sound like a polished press release. In fact, the more conversational and human your tone is, the better.
Share your journey honestly. Did you start from your kitchen table? (Yes, that is exactly where AZ Media Maven started in 2012 – with our owner Rose Tring sitting around after dinner with friends discussing how to turn her journalism skills into a viable new career option.)Â Were there setbacks, mistakes, or surprising wins along the way? These moments are what make your brand story memorable.
Remember, vulnerability builds trust. Media outlets and customers are drawn to real stories, not perfect ones.
Interested in learning more about local PR? Check out our recent blog on the PR power of being local!
Keep the customer at the center
Even though it’s your story, your audience still wants to know what’s in it for them. The best brand storytelling balances personal narrative with customer relevance.
Ask yourself:
- How does my story relate to the people I serve?
- What values do we share?
- How does my journey reflect their needs, struggles, or goals?
When customers see themselves in your story, they’re more likely to stick around and support you.
Avoid the pitch trap
There’s a fine line between sharing your story and sliding into sales mode. If every paragraph ends with a CTA or product mention, it’s not a story – it’s a brochure.
That doesn’t mean you can’t guide people toward working with you. It just means the storytelling should come first, with any promotion as a natural, soft close.
Think of it like a conversation. Tell the story, let it breathe, and trust that people will take the next step when it feels right.
Need help crafting a non-salesy message for media coverage? Check out our tips on pitching to local outlets.
Use storytelling across all platforms
Your brand story shouldn’t live in just one place. Reuse and reshape it for your About page, Instagram bio, LinkedIn profile, press pitches, and even your email marketing.
But don’t copy and paste. Instead, adapt your story to the format and audience. On Instagram, you might highlight a single turning point with a personal photo. On LinkedIn, you can emphasize your professional growth and impact.
The more places your story lives, the more chances you have to build a real connection with your audience.
It’s time to get started
Your brand story is the emotional thread that ties everything together. When told with honesty and intention, it becomes one of your most valuable tools for connection and credibility.
At AZ Media Maven, we help businesses craft stories that feel genuine, not generic. Whether you’re building your bio, launching a campaign, or pitching to the media, we’ll help you tell it right.
Want help shaping your story? Let’s chat about how to bring it to life.
AZ Media Maven is based in Laveen, AZ, a suburban village in the greater Phoenix area. Owner Rose Tring has more than 30 years of journalism experience as an editor and writer, many of those years in business news. She created AZ Media Maven in 2012 to help other business owners succeed by effectively telling their stories through public relations and social media. Reach AZ Media Maven at azmediamaven@azmediamaven.com or call (602) 373-8371.
