The Paradox Of Vulnerable Storytelling in Content Marketing
Last week, I was listening to an older episode of Mark Manson’s The Subtle Art of Not Giving a Fck Podcast, and got an unexpected masterclass in vulnerable storytelling.
Manson has made a career out of teaching people how to care less about others’ opinions, but even after more than a decade of dedication to this subtle art, he’s not 100% immune.
In the episode, he talks about a zinger of a comment made by someone he respects, but doesn’t necessarily agree with — nonetheless, the remark continues to gnaw at his psyche.
Yes — even the guy who preaches emotional detachment gets stung by criticism.
It’s a raw, human moment that reminds us: even the experts struggle.
It perfectly illustrates the paradox of vulnerability in storytelling marketing.
We often shy away from sharing the downs of our journey, fearing it undermines our credibility, especially if the low moment falls within our wheelhouse of expertise.
Imposter syndrome knocks with a gut punch of a question, “If I still struggle with this, why should anyone listen to me?”
We may not consciously agree, but we are subconsciously conditioned to believe we must project an image of flawlessness as a requirement for people to see us as competent and trustworthy. We worry opening up about struggle makes us seem less "expert," less capable.
Paradoxically, it’s the opposite that makes us worth listening to.
Think about it this way, would you seek help from someone who has never experienced a similar problem?
When we see our struggles mirrored in someone who puts in the effort to overcome the problem, it reassures us that we can get tripped up and still succeed overall.
The real masterclass is in what Manson leaves out.
He doesn’t tell us who said the comment.
He doesn’t tell us what the comment was.
He doesn’t tell us when and where the comment was made.
It’s a misconception that vulnerable storytelling needs to be a tell all.
Vulnerable stories aren't about recounting the details of the "bad" thing that happened, but rather using that moment as context for the real story:
How you reacted
What you learned
How you’re moving forward (imperfect action counts!)
Mason doesn’t dive into the messy details of the situation because he doesn’t have to to get emotional buy-in. Being bothered about what someone else thinks is relatable and emotionally charged enough to resonate.
He uses it as a teachable moment, sharing his plan to address the issue.
By owning the situation, he doesn’t diminish his expertise; he amplifies it.
Trust is built by seeing people do the work successfully that we are trying to do ourselves. And vulnerability is a huge piece of that puzzle.
What story do you avoid sharing? It’s likely the one that will resonate most.
Thanks for reading,
Cyndi
P.S. If you’re tired of hearing how great storytelling is but not finding resources on how to do it in your real-life marketing, join the StoryCraft course waitlist.
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