Lessons from Local Leaders:

Chad Smith 

The Power of Storytelling in Marketing: Insights from a Marketing Expert

When it comes to building a successful brand, the secret ingredient is often overlooked: storytelling. According to marketing expert Chad W. Smith, “Whoever tells the best stories wins.”

During a recent interview, Smith shared insights into the overlooked elements of marketing, the importance of a strong website, and why storytelling is the key to creating a loyal customer base. Here are some highlights from our conversation:

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Why Should People Be Excited to Work With You?

Smith posed a thought-provoking question: “Why should people run through a wall for you?” It’s not just about delivering a service but creating an experience that makes customers excited to represent your brand.

“Think about the last person who provided you with excellent service,” Smith said. “Were you so impressed that you referred them to your friends? Left them a glowing review? That level of excitement—that’s what you want your customers to feel.”

Smith emphasized the importance of cultivating “brand ambassadors.” These are customers so fiercely loyal and passionate about your brand that they promote it to others, much like fans of a sports team or members of Beyoncé’s Beyhive.

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What’s the Most Overlooked Element in a Marketing Campaign?

Surprisingly, Smith identified two often-missed pillars of marketing: websites and email:

1. Websites: “Your website is your best salesperson,” Smith explained. Yet, an alarming 95% of websites receive no organic traffic. Businesses spend thousands on flashy websites but fail to drive traffic to them.“Google still loves websites,” Smith emphasized. “Focus on making your site a content hub. Add testimonials, showcase your expertise, and make sure your site converts visitors into leads or customers.”
2. Email Marketing: Declared “dead” for years, email marketing remains one of the most effective channels for ROI. Smith underscored the importance of owning your email list. Unlike social media platforms, where algorithms dictate reach, email lists give businesses direct access to their audience.“If social media disappears tomorrow, your email list ensures your business survives,” Smith noted. He also highlighted trends like interactive email content, such as quizzes, to engage audiences.

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How Important is Storytelling in Marketing?

Smith’s answer was simple yet profound: “Facts tell, stories sell.”

He recounted the impact of a Ford Super Bowl ad featuring Paul Harvey’s famous speech, So God Made a Farmer. The ad’s success came from its ability to evoke emotion and tell a compelling story—no mention of torque or horsepower necessary.

“Stop talking about features and benefits,” Smith urged. “Start talking about the transformation you provide. Tell stories of how your product or service changes lives.”

Stories resonate because they connect us on a human level. Whether it’s the tale of a family who kept their home thanks to life insurance or a small business that thrived with the right marketing strategy, these narratives create emotional connections that drive loyalty and trust.

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How to Use Your Own Story

Smith encouraged entrepreneurs to embrace their own stories, even if they’re messy or imperfect.

“Your personal story is often your best selling point,” he said. “People relate to authenticity. Sharing your journey—your wins, your failures, and the lessons you’ve learned—makes you relatable and memorable.”

He added that vulnerability can be a powerful tool. “When you’re brave enough to share your struggles, your audience will see themselves in your story. That’s how you build trust and loyalty.”

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Big Goals for 2025

Smith is no stranger to ambition. For 2025, his primary goal is to write his first book. As a newly certified Constant Contact Local Expert, he also plans to continue educating businesses on the power of digital marketing and email campaigns.

“I love speaking and teaching,” he said. “If you need a dynamic speaker to help your team get it done, I’m your guy.”

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Final Takeaway

Storytelling isn’t just a tool—it’s the foundation of effective marketing. Whether you’re crafting a website, sending an email, or sharing your personal journey, the stories you tell can set you apart in a crowded marketplace. As Smith put it, “Whoever tells the best stories wins.”

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