What does it actually mean to tell your story — not just post content and hope the right people find you?

In this episode, I'm joined by my long-time friend and storytelling expert Mackenzie Heflin for one of my favourite conversations on the podcast.

Mackenzie works with entrepreneurs and content creators to help them find their voice, shape their stories, and build real communities — not just follower counts. We get into the honest, practical, and deeply personal side of storytelling for business, and why it's the missing piece for so many founders who are creating content but still feel like they're shouting into the void.

In this episode:

Why treating your social media feed like a private Facebook group changes everything
How Mackenzie built a business from 400 followers — and what happened when it was all deleted overnight
The simple before-and-after framework that works for any niche (yes, even sourdough)
Why your story doesn't have to be dramatic to be powerful
How to tell your story when you can't share your own — or your clients'
The difference between authority-based content and trust-building content (and when to use each)
Why conversion storytelling isn't about chasing engagement — it's about being ready when your audience is
How to stop talking at your audience and start making them feel seen
Why shame-free, desire-free marketing might actually convert better

Mackenzie's storytelling framework

Start with your before. End with your after. Everything in between is connection. Write down your struggles and your transformations — those two lists are the foundation of every piece of content you'll ever need to create.

About Mackenzie

Mackenzie Heflin is a storytelling strategist and content coach who helps entrepreneurs build engaged communities through purposeful, authentic storytelling. She got her start building a 400-person Facebook group while working in a nursing home during COVID — and has since grown a following of 70,000 by showing up consistently and telling her story with honesty and intention. She's now focused on long-form writing, Threads, and helping her clients find the stories that actually convert.

🔗 Website | Threads