Episode 3 - Storytelling and Trust with Michael Clerck

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How Can Storytelling and Trust Can Transform Your Business Growth with Michael Clerck

Episode 3 • 23rd July 2025 • Start Build and Grow • Business Growth Coaches Network

In this podcast episode, host Rob Lawrence interviews Michael Clerk, who shares his experience as a coach and mentor to businesses, supporting them with their branding, marketing, and storytelling.

In this conversation, Michael highlights the importance of marketing for business growth, focusing on the "know, like, and trust" framework, storytelling, and maintaining an online presence.

Michael shares with us the significance of understanding your target audience, conducting market research, and building genuine relationships through effective branding and customer service.

He also discusses practical strategies for small business owners to enhance their marketing efforts to grow their businesses.

In this episode you'll learn:

Transition to Coaching (00:02:05)

After retiring briefly, Michael decided to use his knowledge to help startup businesses overcome challenges.

Importance of Marketing (00:04:41)

Michael emphasises that without paying customers, businesses cannot thrive, highlighting the need for effective marketing strategies.

Know, Like, and Trust Framework (00:05:09)

Michael introduces the concept that customers buy from those they know, like, and trust: outlining its significance in marketing.

Target Market Clarity (00:06:45)

Michael discusses the importance of clearly identifying and understanding your target market to effectively address their needs.

Telling Compelling Stories (00:08:15)

He encourages businesses to focus on storytelling, emphasising benefits over features to engage customers.

Real-World Case Study (00:09:35)

Michael shares a success story of a client who overcame micromanagement issues to significantly grow their business.

The Why Behind Businesses (00:13:29)

He discusses the importance of sharing personal stories and motivations behind a business to connect with potential clients.

The Necessity of Online Presence (00:14:57)

Michael explains the risks of not being online and the benefits of digital marketing for expanding business reach.

Using Google Business Profile and SEO (00:17:23)

Discusses the importance of Google Business Profile and effective SEO for online visibility.

Doing Online Marketing Properly (00:18:17)

Explains the minimum requirements for establishing a credible online presence.

AIDA Framework in Marketing (00:18:38)

Introduces the AIDA framework: Attract, Interest, Desire, Action for effective online marketing strategies.

Understanding Your Target Audience (00:19:31)

Michael emphasises the importance of knowing your audience and when they are online.

Researching Audience Groups (00:20:19)

Suggests researching groups and chat rooms to understand audience needs and preferences.

SWOT Analysis in Marketing (00:22:00)

Explains how to use SWOT analysis to assess business strengths, weaknesses, opportunities, and threats.

Conducting Market Research (00:23:23)

Highlights the importance of market research through networking and competitor analysis.

Engaging in Online Communities (00:24:15)

Discusses how to engage with online groups without being overly promotional.

Building Empathy and Trust (00:25:50)

Stresses the significance of empathy in developing relationships and trust with potential customers.

Networking as a Spider's Web (00:28:41)

Michael describes networking as interconnected relationships that can expand your reach.

Patience in Relationship Building (00:31:55)

Michael shares the need for patience in developing relationships and the importance of saying no.

Storytelling in Marketing (00:33:55)

Discussion on the importance of storytelling in marketing and building awareness through personal narratives.

Branding and Its Importance (00:35:24)

Exploration of branding's role in distinguishing businesses and the significance of brand values.

Visual Elements of Branding (00:36:25)

Insights on how logos, straplines, and colour schemes contribute to brand identity and consistency.

Psychology of Colours in Marketing (00:37:29)

Michael offers an explanation of colour associations and their psychological impact on consumer perception and branding.

The Rule of Three in Branding (00:38:33)

Discussion on the effectiveness of using three-word straplines for memory retention and recognition.

Emotional vs. Rational Messaging (00:39:51)

Contrast between emotional and rational marketing messages and their influence on consumer behaviour.

Starting Out with Branding (00:42:04)

Advice for new business founders on budget-friendly branding strategies and leveraging skills.

Flexibility and Market Adaptation (00:45:53)

Importance of being adaptable and responsive to changing market conditions and consumer needs.

Customer Service as a Key Element (00:47:57)

Emphasis on the significance of excellent customer service for repeat business and referrals.

Michael’s Top Tip for Small Business Growth (00:50:24)

Encouragement to conduct market research to identify gaps and understand customer needs.

About Michael:

Since 2015, has been coaching business owners from pre-start-up to established businesses, enabling them to achieve robust, profitable business growth, ensuring the skills and attributes learned are successfully instilled.

Building on his extensive business management experience acquired across multiple disciplines and sectors, including engineering and management, Michael has developed a time-proven coaching tool kit.

Michael helps businesses gain clarity of their marketing objectives, towards improved financial results, risk management, resilience, and enhanced confidence, with management skills.

As well as providing coaching support for his clients, Michael delivers a range of business management workshops and masterclasses.

Michael provides voluntary business mentoring with the Scottish Chambers of Commerce, the King’s Trust, and RBS Digital Boost, supporting entrepreneurs at various stages of their business growth journey.

Michael blogs regularly and now has over 300 posts on his website.

To learn more head on over to:

www.startbuildgrow.co.uk