How Storytelling Connects, Leads, and Inspires Action

Lessons from BLK and Dr. Laverne Haynes Collins on using stories to build trust, uplift communities, and drive impact.

This Martin Luther King Day, some DC residents have chosen to leave town. And the reasons are varied but the message one marketing manager says is clear. Today’s blog highlights how you can use storytelling to connect and inspire your audience.

Storytelling is a powerful tool that can connect communities, inspire action, and even drive meaningful change. In this week’s episode of The Color Between the Lines, I explored how two individuals—Jonathan Kirkland, marketing manager for BLK, and Dr. Laverne Haynes Collins, counselor and author—used storytelling to connect and inspire their audiences in profound ways.

How Jonathan Kirkland Used Storytelling to Connect and Inspire Action

As marketing manager for BLK, Jonathan leveraged storytelling to connect and inspire during a challenging time for Black residents in Washington, DC. The campaign, #BLKFreedomWeekend, emerged after a survey revealed that 80% of residents felt anxious or angry about the inauguration weekend. 41% said they wanted to leave the city altogether.

Jonathan’s Storytelling Strategy:

1. Data-Driven Narratives: By sharing survey results and weaving in personal experiences, Jonathan made the campaign relatable and actionable. Jonathan’s use of survey data revealed that 80% of Black residents in DC felt anxious or angry about the inauguration, with 41% expressing a desire to leave the city. This grounded his narrative in facts while showing empathy for his audience’s feelings.
2. Emotional Connection: Jonathan shared his personal perspective as a DC resident, describing how even events like Jimmy Carter’s funeral made the tension palpable. This made his story relatable and genuine.
3. Clear Call to Action: The #BLKFreedomWeekend campaign wasn’t just an idea—it was a tangible opportunity for users to escape the stress of the inauguration and connect with loved ones. It aligned perfectly with the app’s purpose of fostering connections.

Opportunities for Improvement:

• Highlight User Stories: When Jonathan spoke to me on the podcast the campaign opportunity was still open. No winners were selected. However, he could have included anecdotes from BLK users who benefited from other similar campaigns. Personal success stories would amplify the emotional impact and inspire trust in the app.
• Broader Reach: The campaign could have expanded to include non-traditional ways to “escape.” Those could include hosting local wellness events or virtual gatherings for those unable to leave the city.

Dr. Laverne Haynes Collins: Using Storytelling to Uplift and Heal

Dr. Collins’ work centers on addressing the overlooked grief tied to racial identity and systemic challenges. In our conversation, she shared deeply personal and professional insights about ambiguous loss. She calls this a type of grief often misunderstood and unaddressed in Black communities. Her journey to write Overlooked: Counselor Insights for the Unspoken Issues in Black American Life was born out of personal tragedy: the loss of her son to suicide.

Her Storytelling Approach:

1. Personal Vulnerability: Dr. Collins shared the profound loss of her son to suicide and her journey to confront the inadequacies of traditional counseling approaches for Black individuals. This raw honesty established her credibility and relatability.
2. Cultural Context: She framed grief in terms of “ambiguous loss,” connecting personal and collective grief to systemic issues like racism, health disparities, and dashed hopes.
3. Empowering Message: Her closing remarks encouraged readers to seek help and assured them that culturally responsive care is possible, offering hope and actionable steps.

How She Could Improve:

• Share specific success stories of individuals who found healing through culturally conscious counseling.
• Although Dr. Collins offered some thoughtful questions, instead offer actionable exercises or tools within the interview to help listeners process ambiguous loss.

Using Storytelling to Connect and Inspire in Your Own Business

Whether you’re running a business, managing a brand, or writing a book, storytelling is an essential tool to connect with your audience. Here’s how to strengthen your narrative:

1. Identify Your Audience’s Pain Points: Both Jonathan and Dr. Collins succeeded because they addressed the specific fears, concerns, and desires of their audiences. Start by understanding what your ideal audience struggles with most.
2. Share Relatable Stories: Personal experiences, like Jonathan’s reflections as a DC resident or Dr. Collins’ journey with loss, build trust and humanize your message.
3. Provide a Clear Solution: Both interviewees offered actionable solutions—whether it was an app campaign or a call for culturally responsive care. Make sure your audience knows how your product, service, or expertise can help.
4. Call to Action: End your story with a clear invitation, whether it’s engaging with your business, attending an event, or reflecting on a question.

An Engaging Question for Readers

If you’re building a brand or business, ask yourself:
“What personal story can I share to demonstrate that I understand my audience’s challenges and have the tools to help them succeed?”

Why You Should Listen to This YouTube Episode

• In this episode, you’ll gain actionable insights into how storytelling connects and inspires in real-world scenarios:
• Jonathan shares how BLK Freedom Weekend addressed community concerns with creativity and empathy.
• Dr. Collins explores how culturally conscious care is transforming mental health for marginalized groups.

🎧 Ready to learn more? Subscribe to The Color Between the Lines Channel. And Listen to the full episode here and discover how storytelling can transform your approach to connection, leadership, and growth.