Show, Don’t Tell: Turn Your Strengths Into a Powerful Story

In this article, I cover the following five points. Read the entire article or skip to the point that is most relevant for you today.

1. Identify and articulate your core strengths and skills
2. Use storytelling to showcase real results and impact
3. Tailor your message to resonate with your audience
4. Craft your personal value proposition (PVP)
5. Practice until it’s second nature

Standing out isn’t optional; it’s essential. Whether you’re a job seeker, entrepreneur, or professional, clearly communicating your unique value to employers or clients can make the difference between being overlooked and being selected.

1. Identify and Articulate Your Core Strengths and Skills

Before anyone else can see your value, you must be crystal clear on what makes you valuable.

Answer these questions:

• What skills do you excel at that others find difficult?
• What accomplishments are you most proud of?
• What positive and complementary feedback do you consistently receive from colleagues, clients, or supervisors? (Do you own and accept what you hear?)

To take this a step further, identify your Personal FABs:

Take a moment to watch this short video where I go into more details about Personal FABs (Yes, YOU must learn how to SELL yourself):

• F – Features: Your unique characteristics and capabilities (e.g., strong problem-solving ability, empathetic communicator, technical proficiency).
• A – Advantages: The benefits and positive outcomes your features provide others (e.g., your empathy allows you to build strong client relationships quickly).
• B – Benefits: The greatest value and impact your advantages provide (e.g., increased client satisfaction, higher team morale, or accelerated project completion).

Once you have a list of your FABs, it becomes easier to craft a narrative around your value.

2. Use Storytelling to Showcase Real Results and Impact

Facts tell. Stories sell.

Storytelling helps your audience see the real-world application of your skills and abilities. Draw upon your FABs to structure your personal story by applying the STAR method:

• Situation: What was the context?
• Task: What challenge or goal did you face?
• Action: Specifically, how did you address the situation?
• Result: What outcome was achieved?

Example:

“A client came to me, frustrated with the lack of their brand awareness in the market. I led a cross-functional team to revamp their digital marketing strategy, resulting in a 60% increase in web traffic and a 25% growth in sales over three months. More importantly, they had tremendous clarity on what set them apart and were able to communicate it with clarity, impact, and passion.”

This storytelling format allows your FABs to come to life, anchoring your value in tangible outcomes for the client.

3. Tailor Your Message to Resonate with Your Audience

Don’t use the same message for every audience. Customize your message for each market by researching and understanding what matters most to the person or organization you’re speaking to. Then, make it unique to them!

Ask yourself:

• What are their biggest pain points?
• What values drive their decision-making?
• What outcomes do they care most about?
• How can we help “scratch their itch”? E.G. Find new customers, increase efficiency, reduce waste, increase staff engagement and retention…

Then, connect your FABs to their specific needs. Answer the WIIFM (What’s In It For Me) question. For example, if you’re applying for a role in a mission-driven nonprofit, highlight how your communication and empathy skills have improved donor engagement or community outreach. If you’re pitching your services to a data-driven tech firm, focus on how your analytical skills and strategic thinking abilities have led to measurable results.

4. Craft Your Personal Value Proposition (PVP)

Now it’s time to distill everything—your FABs, your principles, your motivations—into a concise and compelling statement that communicates your value clearly and confidently.

Start by answering the following questions:

• The principles I operate by are…
• My motivation to sell the products/services my firm offers is…
• When dealing with me, you can expect to receive the following…
• Satisfied clients have spoken about me as follows:
• The top reasons for dealing with me are…

Based on these insights, here’s an example of a PVP:

“I help mission-driven companies grow through strategic storytelling and digital marketing. My clients value my ability to connect authentically, simplify complex ideas, and deliver measurable results—like increasing engagement by 50% in under six months. I bring empathy, integrity, and results-focused thinking to every relationship.”

Your PVP should be:

• Clear and concise
• Presentable within 30–60 seconds
• Focused on your audience’s needs
• Practiced until it feels authentic and conversational

5. Practice Until It’s Second Nature

It’s not enough to write your PVP—you need to own it. Rehearse to be ready. Practice saying it out loud until it flows naturally and confidently in interviews, pitches, and networking events. Most people don’t do this because it feels weird, so they wing it. If you don’t practice before, then you are “practicing” in front of the client.

Here are a few questions you must be prepared to answer in a confident and compelling manner:

• “Why should we hire you?”
• “What do you do that is unique or distinct from others?”
• “What sets you apart from other service providers/candidates/contenders?”

Your ability to articulate your value clearly, quickly, and meaningfully can be the tipping point in your favour.

Communicating your unique value is part self-awareness, part strategy, and part storytelling. When you take the time to define your FABs, connect them to the needs of your audience, and express them with clarity and confidence, you not only differentiate yourself—you position yourself as the best solution to their problem.

“We will receive not what we idly wish for but what we justly earn. Our rewards will always be in exact proportion to our service.” – Earl Nightingale