How to Differentiate Your Brand Through Storytelling with Seth Erickson | MP 106

On this marketing podcast, J Seth Erickson talks about How to Differentiate Your Brand Through Storytelling.

How can you hack neuroscience to create memorable marketing? What power is unlocked in marketing when you incorporate storytelling into your advertising? Why must you speak to the pain points of your clients?

In this podcast episode, Sam Carvalho speaks about how to differentiate your brand through storytelling with Seth Erickson.

Podcast Sponsor: Heard

An image of the Practice of the Practice podcast sponsor, Heard, is captured. Heard offers affordable bookkeeping services, personalized financial reporting, and tax assistance.

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Meet Seth Erickson

A photo of Seth Erickson is captured. Seth created an agency focused on helping brands attract their dream clients through the power of telling engaging stories, Storify. Seth is featured on Marketing a Practice, a therapist podcast.Seth created an agency focused on helping brands attract their dream clients through the power of telling engaging stories. Storify helps clients understand the neuroscience and psychology of storytelling which has led to massive success for small and large companies, including one client that generated $4.3 Million during Covid with a cold email campaign.

Seth’s bestselling book ‘How to Hack Humans’ has received 2 awards and shows businesses the secret method used to get the most ADHD customers to pay attention.

Visit Storify and connect with Seth on LinkedIn.

In This Podcast

  • How to speak to your customer’s emotions
  • Speak to the pain points
  • Create Netflix-style marketing material
  • Seth’s advice to private practitioners

How to speak to your customer’s emotions

  • Emotions move memories from the short-term to the long-term.

The neuroscience of emotions shows that if you want to be more memorable in your client’s mind, then you need to speak with emotions in a way that will resonate with them and where they are currently at in their lives.

  • People don’t take action unless there’s an emotion involved.

People like to think that they are more rational and logical than emotional, but they’re mostly wired the other way around.

Most of the processing that happens in our brain is happening in our subconscious. Our subconscious can’t talk to our consciousness, but what it can do is push a feeling. (Seth Erickson)

Speak to the pain points

If you want to help someone, show them that you know how you can help them.

Most companies just play it safe [and say], “We can help with stress” … yeah, but so can 10 other clinicians. You got to be able to pull out that emotion [because] pulling on that emotion will spur them to take action to say, “Yes, I really need to fix this problem”, and it will stick with them after they leave your website. (Seth Erickson)

Show them that you understand where they’re at, that you know the struggle, and that you have some tools and services that can help them to overcome the pain.

Create Netflix-style marketing material

How can you get clients to peruse your social media platforms and “binge” your content like a hot new Netflix series?

You need to craft a narrative that tells the story of the customer, where they are at in life, to show that you can identify with and empathize with their current situation.

Use storytelling to draw people in and show them where you stand.

It’s especially relevant in the field of counseling and mental health because it is such a personal service, and so I think if the audience can relate to their clients on that personal level through storytelling, it will already attract the client because it puts them at ease and makes it relatable. (Sam Carvalho)

Seth’s advice to private practitioners

Storytelling is an easy way to be unique without making crazy websites or strange colors. The science today shows how memory retention is activated when people tell stories, so tell the story of your business.

Books mentioned in this episode:

Podcast Sponsors:

  • Level Up your business between the 12th and the 15th of September with the Practice of the Practice!
  • When you sign up with Heard, you’ll work directly with financial specialists to track your income and expenses, file taxes online, and grow your business. Sign up now at

Useful links mentioned in this episode:

Check out these additional resources:

Meet Sam Carvalho

A photo of Samantha Carvalho is captured. She is the Chief Marketing Officer and Designer at Practice of the Practice. She is the host of the Marketing A Practice Podcast and helps therapists successfully market and brand their private practices.Sam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to

Thanks For Listening!

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