Nina Matthies: Using Authenticity as a Customer Magnet

Published: May 31, 2021 | Last updated: June 28, 2022

Nina Matthies: Using Authenticity as a Customer Magnet

Companies of all sizes can create meaning with stories. Brands, services, and products come alive through narratives. A good story inspires emotions, enables identification with a company, and creates closeness to consumers and their wishes. But how can smaller companies stand out from the crowd with stories that people like to share?

Why are stories so important in marketing?

Let's take a brief excursion into the history of communication: communicate (lat.) means to share, to communicate, to exchange - it's about relaying information using signs and language. How did messages spread over long distances when writing? The postal service or the internet did not yet exist?

People gathered around the fire and shared great tales orally, keeping them alive. If a story appealed to the basic needs and feelings of many people, such as security, love, community, or freedom, it had the power to be told over many generations because only a "charged" story, releases the hormones oxytocin and dopamine in the brain, ends up in long-term memory. Oxytocin, the hormone responsible for empathy and connection, and dopamine, the "rewarder," a happiness hormone that makes people act.

What is the connection between my business and storytelling?

Today is no different. Storytelling has become very relevant for campaigns, products, and brands in the last ten years. Marketing with stories has even become the subject of science. Whether it's B2B storytelling or B2C storytelling: people remember strong brands better and faster. The strongest brands like Coca-Cola (basic emotional need: joy, community) or the outdoor brand Patagonia (freedom, self-fulfilment) understand how stories take them directly to the limbic system, the place in our brain where emotional intelligence resides.

And this emotional intelligence allows us to make purchasing decisions more intuitively and quickly than our rational thinking. Unconscious thinking takes over 95% of our brain, so logic and calculations don't stand a chance.

There are plenty of reasons why you want to be remembered.

You want to get booked again, be recommended, attract new customers, charge a higher price, and build trust in your brand and services. And you want to stay competitive, even in the face of bigger brands in your industry or strong competition in your town. You can have a great offer and fair prices, have a great smile, shined shoes, run lots of expensive ads, and have a brand new (and, of course, mobile-optimized!) website.

But here is the hard truth: 

Your competitor just next door has all that too! But inspiring and retaining customers with a good story is the marketing of the future.

Storytelling as a market positioning tool

So why should someone want to search for and find you of all people, recommend you to others, tell them about your offer or company at the dinner table in the evening, or even share your content on social media? With an interchangeable "Our services" page and a price list, you will be lost in the competition. The consumer will then actually decide according to purely rational criteria: Performance and price. Of course, these factors are still important. 

But what if you managed to tie your offer and your name to emotionally appealing content? Remember: The "real" decision is made by the subconscious, the limbic system!

Storytelling: Your customers are the centre of attention  

Maybe you are already ranking well in the search engines and have customer reviews on your website, so you are considerably ahead of the game. Do you let your customers talk about their experience with your company in reviews and publish them on your website? Excellent! Customer reviews are effectively free "mini-stories", - making you approachable and credible. In this way, you prove that the well-being of each customer is the driving force behind your work.

This is already a basic storytelling strategy: to perceive the customer as a hero. If your customers are doing well, your company is doing well. That is authentic and worth more than flashy advertising. If you can now inspire people with stories "like the greats", you will truly bring your company to life and stand out from the crowd.

Collect customer voices
with ProvenExpert and use them for your company story!


So the basic questions you need to ask yourself to identify your story are: 

  • What separates me from the competition? What can I, or we, do better than others?  

  • What pushes me to get up every morning and work for my customers? (The passion and effort, the ambition, and the power you put into your work have great storytelling potential!)

  • Who is my target audience, and what feelings and needs do they have that I can fulfil with my offer? What defines my "ideal customer"? On which networks does my target group interact? 

  • Is there a hero or heroine whose story could help my target audience understand (and even more desire) my offer? This could be the story of your first customer, a child, a dog, a grandma, or even an object. Think creatively! You probably remember Steve Jobs, who once started in a garage. Years ago, the famous director Spike Jonze made a lamp for a critical actor for Ikea. Perhaps you, as the owner, are the hero who can tell a powerful story? 

Every company has a story. Tell yours!  

You don't need Spike Jonze or a journalist to tell your own story. Start by writing down why you do your work and who you can help with it. Read the text and ask yourself how it would sound from a different perspective, for example, if a new customer talks about what problems they had before finding the solution in your offer, or if one of your products could talk about who it would be perfect for.

Let your partner, employee, or janitor talk about your company and listen carefully. A sentence or two can sometimes be worth a fortune. Your customer reviews also often contain creative and emotional phrases that can point you in a good direction.

Always remain credible and authentic because false narratives are quickly exposed and damage your business. Incidentally, a good story not only helps you find and retain customers, but it is easy to tell and share. Similarly, if you need new employees  they can create an emotional impression of your company, you have a better chance of increasing your applicant numbers.

Which platforms are suitable for storytelling?  

The question is: Where is your target audience? That's where your story is properly placed. Videos are the most popular formats today. Even with a small budget, you can create good video content. 

Focus on "why" you do something rather than "how" you do it, talk about how it felt when you held the first of your products in your hand rather than "how this thing works", talk about the heart and soul of your employees put into their work every day rather than the size of the company or the tasks your employees perform. That is unless there is a powerful story hidden within!

Engage your employees when finding the right story. Often, your employees notice a detail or aspect at the "grassroots" level that has the most potential for a great story. Feature these details or/and emotional images, such as your work location in the morning and evening, or at different times of the year, show people rather than equipment. Single images can be pulled from each video format for social media posts.

And lastly, write up the same story again and post it on your website or publish it in a print magazine instead of an ad. You'll see that your customers and employees will identify more with your business, and clicks and inquiries will increase. Any little story on a platform of your target audience is better than none.

If you’d like to learn how to best handle negative reviews on Social Media, read this article.


In this article, we explained how small companies can use stories authentically to stand out from the crowd. Storytelling helps B2B and B2C with:

  • Science! Marketing through storytelling has been shown with science to help customers retain vital information about your project.
  • Enticing new customers, and inspiring existing customers to stay
  • Customer reviews are effectively free "mini-stories", - making your business appear approachable and credible. 
  • Just start writing about your story! Your customer reviews also often contain creative and emotional phrases that can point you in a good direction.

Find out why storytelling creates trust

You might also be interested in

How to Check a Company’s Reputation Online

A lot of things can make you choose a company, and make a great decision, or regret the choice every single moment. So, how do you know if a company is good for you? Here are some things to look for and take into account, whether your research is for a job opportunity, investment, or just knowing if you are buying from the best business possible.  

Online Reputation Management Resources for Businesses

In your quest to conquer your online reputation, you will find a ton of obstacles, as well as neat tricks and hacks to implement. As with everything in life, not everything that glisters is gold. So to help you get to your goal in a relatively smooth way, we offer you a compilation of resources in different formats for businesses to improve and manage their online reputation.

More articles

ProvenExpert is the online platform for qualified customer feedback and review aggregation. A tool that enables business owners and service providers of all sizes to actively seek customer reviews with industry-specific survey templates, bundle existing customer reviews in one location and present the overall score in a way that makes it more effective. Already more than 270,000 entrepreneurs and service providers of all sizes benefit from ProvenExpert.