Why Founders Should Stop Pitching and Start Storytelling | David Ebner | 322

In this episode of SaaS Fuel, host Jeff Mains sits down with David Ebner, founder of Content Workshop and author of "A Content Marketing Story." Together, they dive deep into the power of storytelling for brands, especially in a world increasingly dominated by AI-generated content. David shares his journey from an MFA in creative writing to agency founder, highlighting how classic storytelling techniques breathe life into business content—even for "boring" brands.

The conversation covers why emotion trumps logic in B2B sales, aligning brand stories with real customer pain points, and how AI is changing (but not replacing) creative content. They also explore building trust, the need for strong brand values, and practical frameworks for developing compelling narratives that make both customers and investors take notice.

Key Takeaways

00:00 Evolving Content Strategies and Trust

04:50 Founding Content Workshop: Storytelling Essentials

09:00 Evolving Beyond Early Success

11:55 "Post-COVID Digital Shift"

12:57 Emotional Connection in Marketing

16:21 "Helping, Not Selling"

20:53 "AI Refines Quality Content Production"

22:57 Glossary's Impact on Content Traffic

28:51 Hybrid Content Creation Process

31:54 "Prioritizing Quality Over AI Automation"

35:28 "Customer-Centric Corporate Values"

36:14 "Opinionate Only on Relevant Issues"

40:39 "Value Through Personal Engagement"

44:31 "Building Trust for Long-Term Value"

47:10 Faceless Case Studies Boost Relatability

51:22 Story-Driven Business Strategies

Tweetable Quotes

Rethinking Corporate Values: "And your values really should be derived from again, the people you're helping. That's really where your value should come from." — David Ebner

"giving away value is the best way that you can kind of build that trust with the audience, influence having your brand influence the relationship with your target audience." — David Ebner

Viral Topic: Why "Sticky" Audiences Matter

"Sticky is just a business term for trust. Having a sticky audience. Sticky client base is valuable, extremely valuable." — David Ebner

The Power of Storytelling in SaaS: "Telling great stories builds more trust than a security badge and closes faster than a limited time offer pop up." — Jeff Mains

The Real Competitive Advantage in the Age of AI: "The difference maker isn't volume. I mean, there's plenty of that slop out there. It's voice."— Jeff Mains

Digital Accessibility is Profitable: "digital accessibility isn't just ethical, it's profitable." — Jeff Mains

SaaS Leadership Lessons

Storytelling is Strategy

Weave classic narrative elements into your brand to forge stronger connections and lasting differentiation.

Know Your Audience Deeply

Build and update personas regularly, because markets and customer priorities change.

Emotion Precedes Logic in Every Sale

No matter the industry, purchase motivation starts with emotion—lead with empathy.

Stay Human in the Age of AI

Use AI to enhance productivity, but protect and amplify your unique voice.

Brand Trust Is a Long Game

Invest in evergreen content and consistent value, even if ROI isn’t immediate—it pays dividends in loyalty.

Tested Values Define Your Brand

Values are...