Let’s be honest—nobody scrolls through a funeral home website looking for a great deal on embalming. What people are looking for is something harder to describe but unmistakable when they feel it: trust, warmth, and a sense that you’ll treat their loved one like family.
That’s where storytelling comes in.
Stories Are How We Connect
In funeral service, we don’t sell widgets—we serve people at one of the most vulnerable moments in their lives. And long before they pick up the phone to call you, they’re quietly sizing you up online, wondering: “Do these folks get it? Will they treat my family with care? Do I feel okay letting them into something this personal?”
If your marketing feels cold, clinical, or cookie-cutter… that answer might be no.
But a well-told story? It opens the door. It says, “We’ve been here. We’ve walked with families like yours. And we’ll walk with you too.”
What Makes a Story Worth Sharing?
You don’t need a Hollywood moment to tell a great story. In fact, the beauty is in the everyday. A few ideas that hit home:
- A funeral director who helped a grieving dad find the right words for a eulogy.
- A service that blended two cultures in a way that honored both.
- The time your admin stayed late to handwrite thank-you notes because it mattered.
These moments are gold. They’re the real “why” behind what you do—and they’re exactly what builds trust with future clients.
Be Real, Be Kind, Get Permission
Of course, in this business, sensitivity is everything. Never share a family’s story, photo, or testimonial without clear written permission. Keep the tone respectful and warm, not sales-y. This isn’t about patting yourself on the back—it’s about letting your values shine through in the most human way possible.
Where to Tell These Stories
You don’t need to launch a podcast or write a novel. Just start where you are:
- Your website – Add a few real stories or personal notes on your “About Us” page.
- Social media – Post a behind-the-scenes moment or spotlight a staff member who goes above and beyond.
- Email newsletters – Share a short story or reflection each month. (Yes, people do read them—if they don’t feel like spam.)
- Your blog – Like this one. Long-form stories are perfect for digging into the heart of your work.
Stories Build Brand Trust (Without the Corporate Vibes)
At the end of the day, storytelling helps you stand out in a sea of sameness. It shows potential clients that you’re not just another business—you’re a team of real people who care, and who show up when it counts.
So go ahead. Share the stories that make you proud, that bring a lump to your throat, or even make you chuckle quietly in the prep room. They matter. And they just might be the reason a family chooses you.
At Raven Plume Consulting, we help funeral professionals serve more families, better. We help you tell stories that build trust, grow your business, and stay true to who you are. Want to find your voice? Let’s talk.
