Finding Your Voice in a Noisy World: Storytelling, Strategy, and the Heart of Great Marketing
Every business owner has a story—but not every business owner knows how to tell it.
In this episode of the TrustBuilt Podcast, I had the pleasure of sitting down with Cari Kaufman, founder of Storyteller Wordsmith, who calls herself a business therapist in disguise. And honestly? She might be on to something. Our conversation wasn’t just about marketing. It was about identity, clarity, and the kind of trust that starts on the inside—before it ever shows up on your website.
If you've ever struggled to talk about your business without feeling like you’re “selling,” this episode is for you.
Key Takeaways from the Episode:
1. Marketing Isn’t Just What You Do. It’s Who You Are.
Cari has worked with business owners from all walks of life—visionary founders, cautious planners, and everyone in between. And her advice is the same across the board: You have to get back in touch with why you started. Because when you remember your “why,” the “how” gets a lot easier to talk about.
2. Your Clients Are the Hero—You’re the Guide.
If you’ve read anything from the StoryBrand framework, you’ll feel right at home with Cari’s messaging philosophy. She helps brands shift their focus from “look what we do” to “here’s how we help you win.” That subtle shift changes everything—from website copy to social content.
3. Fear Is Normal—Especially When You’re Doing It Right.
Whether it's launching a new message or letting go of an old one, Cari sees fear as a sign you’re heading toward something meaningful. And she doesn’t leave clients to figure it out alone. As she puts it: “I’ll hold your hand and help you walk through it.”
4. Template Marketing Isn’t for Everyone.
Cari made it clear—there is no one-size-fits-all strategy. Her team doesn’t just plug your brand into a template. They ask deep questions, mine for gold, and help business owners build content ecosystems that reflect their voice and values. It’s not always the fastest way, but it’s the most sustainable.
5. Data and Storytelling Can—and Should—Coexist.
It’s not just about the warm fuzzies. Cari’s approach blends art and science. She watches the analytics. She adjusts the strategy. She’s not just telling stories—she’s tracking results.
One Line That Stuck with Me:
““When a client brings you their baby—and that baby is their business—you better treat it with the care it deserves.””
That’s the heartbeat of the TrustBuilt approach. And Cari embodies it.
Thanks for listening. Until next time—keep building trust.
