Storytelling is Dave Munson’s secret weapon when it comes to converting his prospects into customers | #424

Storytelling is Dave Munson’s secret weapon when it comes to converting his prospects into customers | #424

Saddleback Leather’s Dave Munson uses storytelling to sell his leather bags. Leather bags he thinks even Indiana Jones would love! He tells stories in his website copy, his videos, his product descriptions … even his voicemail! He believes great storytelling has the power to convert idle prospects into raving fans. So sit back and listen in as Dave explains exactly how storytelling has been his business’s secret marketing weapon.


“You know, people really value authenticity in marketing because it’s rare. Sadly we just don’t get it very often. So, it’s a breath of fresh air to hear someone tell a story. And it doesn’t have to be some crazy adventurous story. It could be something as simple as “So, I was arguing with my wife the other day and ….” Just something that has your prospects get interested in what you gave to say and sell.”

-Dave Munson,
Saddleback Leather

Dave Munson on Small Business Big Marketing


There’s loads more tips and insights just like this that will help you build that beautiful business of yours into the empire it deserves to be. Hit the PLAY button above to listen now, or subscribe free to hear the full interview. You’ll also find the full interview transcription below.


If you have questions about how to identify and tell interesting and compelling stories in your business then you’ll get this answers in this interview, including:

  • What is storytelling in business?
  • Why is storytelling in business so important?
  • How can telling stories about your business convert prospects into customers?
  • What stories does Saddleback Leather tell?
  • How do I identify stories to tell in my business?
  • Do I need to be a great writer to tell stories in my business?
  • And plenty more …


A little more about today’s guest, Dave Munson of Saddleback Leather:

Dave Munson owns Saddleback Leather. A US-based business that makes and sells leather bags Indiana Jones would love. They’re Dave’s words, not mine. You see, the guy is a master storyteller. Everywhere you go in his marketing, there’s a story being told. Throughout his website, his videos, his product descriptions. Even his voicemail message, as you heard at the top of the show. The guy loves and respects the power words have when convincing someone to buy from him. Even his tagline evokes story – “Saddleback Leather. They’ll fight over it when you’re dead!” Now I know everyone is banging on about how effective storytelling can be in marketing your business. We’ve covered it a lot on this show. Remember that episode with author Valerie Khoo in which she shared the 8 power stories every business owner must tell? The fact is, we all love a good story. We lean in and we listen when ones being told. So take a listen to what Dave has to say, then start implementing it in your business.



Here’s what caught my attention from my chat with Dave Munson from Saddleback Leather:

  1. In business, people buy from people they have a relationship with. Storytelling helps you build that relationship.
  2. Don’t always look for the sales angle … instead, be on the lookout for stories to tell in your business.
  3. People become less price sensitive when you educate them about quality. They become even less price sensitive when you help them.


Dave Munson Interview Transcription



I bet I could take out a large goat. Like one of the ones that children ride with the small saddle.

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But the marketing gold doesn’t stop there, in this episode:



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If something in this episode of Australia’s favourite marketing podcast peaked your interest, then let me know by leaving a comment below.

May your marketing be the best marketing.





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