What if instead of trying to “stop the scroll,” you started talking to your audience like they already care about what you have to say?
I’m sitting down with Mackenzie Heflin to talk about how coaches and experts can use storytelling to build real community and make sales, without gimmicky hooks, performative content, or feeling like you have to constantly be “on” online.
We talk about what it actually looks like to treat platforms like Threads, TikTok, and Instagram like a private community instead of a stage, and why that shift changes how people connect with you, trust you, and decide to work with you.
Mackenzie shares how to educate without overwhelming, how to use client stories when it’s not your lived experience, and how storytelling becomes one of the most effective long-term sales tools for experts.
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How to Tell Stories Online (Without Performing for the Algorithm)
If you’re a coach or expert who knows your work changes lives but still feels awkward, inconsistent, or frustrated when it comes to marketing, you’re not alone.
Many of the smartest, most ethical business owners I work with struggle to translate their expertise into content that builds genuine connection and actually leads to sales.
A big reason for this is the current online environment. Marketing advice has increasingly pushed people toward louder hooks, tighter formulas, and more performative content.
And while some of that might work in the short term, it often leaves coaches feeling disconnected from their own message and unsure whether the people engaging with them actually trust them.
That’s exactly why I invited Mackenzie Heflin onto The Nourished CEO Podcast.
Our conversation centered on how to tell stories online as a coach in a way that feels grounded, natural, and effective—not just for getting attention, but for building community and supporting sales over time.
Why Storytelling Works So Well for Coaches and Experts
Storytelling isn’t about being dramatic or emotionally raw online. It’s about helping people understand how you think, how you work, and why your approach delivers results.
When done well, storytelling creates context. It allows potential clients to see themselves in the problems you’re describing and to trust that you can guide them forward.
What often trips people up is the belief that storytelling requires a big, cinematic arc or deeply personal vulnerability.
In reality, the stories that work best for coaches are usually simple and highly relevant to the work they do every day.
They reflect real conversations, real decisions, and real moments of insight that your audience is already thinking about themselves.
When storytelling is aligned with your expertise, it becomes one of the most effective forms of marketing because it builds trust without pressure.
People don’t feel sold to; they feel understood.
Stop Treating Social Media Like a Stage
One of the most important mindset shifts Mackenzie shared is the idea that social media shouldn’t be treated like a stage.
When you approach content as though you’re broadcasting to an audience that may or may not care, it naturally creates pressure.
You start trying to earn attention instead of assuming pre-existing interest.
Instead, Mackenzie teaches her clients to imagine they’re speaking inside a private community.
The people reading or watching your content are there because they opted in. They want your perspective. They want your guidance.
When you create content from that place, your tone changes automatically.
You stop over-explaining and stop trying to convince people why the topic matters. You simply show up and lead.
This shift alone makes storytelling feel easier and more natural, especially for coaches who already do their best work in one-on-one or small group settings.
What Storytelling Actually Looks Like in Practice
A lot of coaches hesitate to tell stories online because they think it means oversharing or talking about their personal life in ways that feel uncomfortable.
Mackenzie was very clear that this isn’t necessary. You can tell stories every day and still maintain strong boundaries around your private life.
Effective storytelling for coaches is rooted in relevance. The most useful stories are about your work, your clients, your past struggles related to the problem you solve, and the way your thinking has evolved over time.
These stories don’t need to be long. Often, they’re just a sentence or two that sets context before you move into teaching or leadership.
The key is that the story has a point. It should lead somewhere. It should help the reader understand why what you’re sharing matters and how it connects to the result they want.
The “How I” Shift That Changes Everything
One of the most practical takeaways from this episode was Mackenzie’s explanation of how to shift educational content so it actually converts.
Many coaches default to generic “how-to” content, which can be useful but often fails to position the coach as the expert.
The simplest shift is changing “how to” into “how I.”
When you say “how I approach this,” “how I support my clients,” or “how I think about this problem,” you’re no longer just sharing information. You’re sharing perspective.
That’s what makes your content memorable and what helps people associate the solution with you instead of treating your post like a Google search result.
This approach allows you to educate while still building authority and connection at the same time.
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Why Over-Educating Hurts Conversions
Another common issue for highly skilled coaches is the urge to explain everything. This usually comes from a genuine desire to be helpful, but it often backfires.
When people are given too much information before they’re ready, they don’t feel empowered. They feel overwhelmed.
Mackenzie is very intentional about sharing one idea at a time. One insight. One shift. One piece of a larger framework.
This respects the stage your audience is at and makes it easier for them to take action.
It also creates a natural path toward working together. When someone gets value from a small but meaningful insight, they start to wonder what the full picture looks like.
That curiosity is what supports ethical, aligned sales.
Using Client Stories When It’s Not Your Experience
Many coaches worry about storytelling because they aren’t their ideal client. This is especially common among practitioners who help people through experiences they haven’t personally lived.
In these cases, client stories become incredibly powerful.
Sharing client stories allows you to demonstrate your expertise without pretending to have lived the same experience.
You’re still telling a story, but the focus is on how you supported someone, what they were struggling with, and what changed as a result of your work together.
These stories build trust quickly because they show real application. They also subtly reinforce that you are actively working with clients and getting results, which is important social proof for anyone considering working with you.
Storytelling as a Business Owner, Not a Content Creator
One distinction I loved from this conversation was the difference between storytelling as a content creator and storytelling as a business owner.
Content creators are often optimizing for views and virality. Business owners are optimizing for trust, clarity, and long-term relationships.
As a coach, your goal isn’t to be the most entertaining person online. Your goal is to communicate your value clearly enough that the right people feel confident taking the next step with you.
This means your content doesn’t need to be flashy or highly produced. It needs to be honest, consistent, and aligned with the work you actually do.
When you focus on storytelling as a business owner, your content becomes more sustainable and your marketing starts to feel like an extension of your client work rather than a separate performance.
Repetition Builds Trust, Not Boredom
Another important theme we discussed is repetition. Many coaches worry about repeating themselves, but the reality is that repetition is how trust is built.
Most people don’t see everything you post, and even when they do, they often need to hear the same message multiple times before it really lands.
Repeating your core ideas doesn’t mean saying the exact same thing over and over in the same way.
It means reinforcing your perspective through different stories, examples, and stages of your own growth.
As your experience deepens, the stories evolve, even if the message stays consistent.
This is how you build a community that grows with you instead of constantly chasing new people.
A Grounded Perspective on AI and Content Creation
We also talked about AI, and Mackenzie shared a perspective I strongly agree with. AI can be a helpful support tool, but it can’t replace your voice or your judgment.
If you rely on it to do the thinking for you, you risk losing the very thing that makes your work valuable.
She compared AI to a backup camera in a car. It can help you navigate, but you still need to know how to drive.
As a coach, your voice, experience, and way of thinking are part of the transformation you offer.
Developing self-trust in how you communicate is essential if you want to build a business that lasts.
Why Storytelling Is One of the Most Ethical Ways to Sell
When storytelling is used well, it doesn’t feel manipulative. It feels clarifying.
It helps people understand whether you’re the right fit for them and whether your approach aligns with what they’re looking for.
For coaches who care deeply about integrity, storytelling offers a way to sell that feels honest and respectful.
You’re not pressuring anyone. You’re simply showing up consistently, sharing how you think, and allowing people to decide when they’re ready.
Final Thoughts
Learning how to tell stories online as a coach isn’t about becoming more polished or more entertaining. It’s about becoming clearer.
Clear in your message, clear in your leadership, and clear in how you communicate the value of your work.
When your storytelling is aligned with your expertise and your values, marketing stops feeling heavy.
It becomes a natural extension of the work you already love to do.
Ready to build a business that’s fully aligned with your life?
Apply to join the Nourished Business Acccelerator™ for our LAST cohort by this Saturday, January 31st!
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