Your brand starts with your client’s backstory

Cathy Goodwin
3 min readJun 7, 2024

It’s the story your client tells — not your story.

Image by s-o-c-i-a-l-c-u-t on Unsplash.

We’re often told, “Tell YOUR story to your clients.” But it’s the client’s backstory — not YOUR story — that’s your starting point.

For example, here are some client backstories that do NOT fit what I can offer:

I am having a problem with my business because I like things to be perfect. I need to change my mindset.

I write great blog posts but. I need an editor. I need help with commas and spelling.

I have a company that makes parts for manufacturing something else. I need an editor.

I’m starting a company to sell my jewelry and specially designed clothing.

I’m not sure what my business will be about. I have no clients yet.

My clients bring backstories like this:

I am not sure how to define my position in my market. I have several competitors with different offers. How can I show I’m different (preferably with a story)?

I have a story but I’m not sure it’s a selling story…or if I should tell the story all.

I don’t know how to explain what I offer. I know prospective clients are confused.



Cathy Goodwin

Create a compelling marketing message that attracts your ideal clients through your unique selling story.