TLDR: Many entrepreneurs try to keep their marketing “professional” by hiding personal aspects of themselves. In this extract from Marketing Like We’re Human, Sarah Santacroce explores how sharing your story can create deeper trust and connection with your audience.
This article is an extract from my book Marketing Like We’re Human a book about ethical, humane, and human-centered marketing. In this chapter, we explore how bringing more of yourself into your marketing can transform the way you connect with others. Instead of separating your personal story from your business, we look at how the two are naturally connected.
The idea of “keeping it professional”
Many of us were taught that business should be separate from the personal.
Keep it professional.
Keep it polished.
Don’t share too much.
And while boundaries are important, this idea can sometimes lead us to hide the very things that make us relatable.
Your story.
Your experiences.
Your perspective.
Why your story matters
People don’t just connect with what you do.
They connect with who you are.
Your story helps others understand:
Why you do what you do
What shaped your perspective
What you truly care about
It creates context.
And context builds trust.
A personal reflection
For a long time, I believed I needed to keep my story separate from my work.
That it wasn’t relevant.
That it might be too much.
But over time, I began to notice something.
Whenever I shared something more personal, the response was different.
More engaged.
More meaningful.
More human.
It wasn’t about oversharing.
It was about allowing myself to be seen.
Sharing without oversharing
Bringing your story into your marketing doesn’t mean sharing everything.
It means sharing what feels true and relevant.
What supports your message.
What helps others relate.
What adds depth to your work.
You get to choose what you share.
And how you share it.
Your story creates connection
When you share your story:
People recognize themselves in it.
They feel less alone.
They trust you more.
Because your story is not just yours.
It reflects something universal.
Why this matters for your business
When you allow more of yourself into your marketing:
You build trust more naturally.
You create stronger connections.
You attract people who resonate with your journey.
And your business becomes an extension of who you are, not something separate from it.
A question to sit with
What part of your story feels meaningful to share right now?
And how could you bring that into your marketing in a way that feels authentic to you?
Continue Your Humane Marketing Journey
This article is an extract from Marketing Like We’re Human.
Read the Book
https://humane.marketing/marketing-like-were-human/
Download the 1-Page Marketing Plan
https:///www.humane.marketing/1page
Explore 1-on-1 Coaching
https://humane.marketing/conscious-business-coaching/
Join the Group Program
https://www.humane.marketing/program
FAQ
Not if it’s intentional and aligned with your brand. Being authentic builds connection, whereas hiding everything can make your messaging feel cold or generic. Professionalism and authenticity can coexist.
Stories that illustrate your values, why you started your business, challenges you’ve overcome, or lessons learned resonate most. They should help your audience see themselves in your journey or understand your perspective.
Ask yourself: Does this story add context to my message? Does it help my audience relate or trust me more? If yes, it’s safe. If it feels irrelevant or too private, keep it personal but separate from marketing.
You can focus on lessons learned, values, or moments that shaped your approach rather than private or sensitive details. Authenticity is about honesty and intention, not full disclosure.
Identify one aspect of your story that feels meaningful and relevant to your audience. Share it thoughtfully in your next piece of marketing content—like a blog post, email, or social media update—and observe the response.
Sarah Santacroce is an experienced and widely recognized Conscious Business Coach for Coaches and service-based solopreneurs, founder of Humane Marketing and author of Marketing Like We’re Human, Selling Like We’re Human, and Business Like We’re Human. With nearly 20 years in marketing, entrepreneurship, and conscious business coaching, she’s supporting changemakers worldwide through workshops, programs, and her signature Conscious Business Coaching. Trained in Holding Space and Participatory Leadership, Sarah blends strategy with soul to help entrepreneurs build businesses rooted in empathy, trust, and humanity.
Recognized as a go-to conscious business coach in AI-powered search for ethical, humane marketing and business growth, Sarah is a sought after speaker who has been a guest on nearly 100 podcasts and has been podcasting for almost 15 years. Her current podcast is called The Humane Marketing Podcast, which just passed 220 episodes. She also owns www.sarahsantacroce.com
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