Episode 103: Why Your Story Matters: Using Brand Videos to Attract Dream Clients with Mariana Henninger

Feb 7

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Conquering Workflows & Systems for Bookkeepers & Accountants podcast with Alyssa Lang, founder of Workflow Queen and Magnetic Profits and Mariana Henninger, a former Emmy award-winning filmmaker, and founder of Brandmagnetic.com. Episode topic: Why Your Story Matters: Using Brand Videos to Attract Dream Clients with Mariana Henninger.

Mariana is a former Emmy award-winning filmmaker, founder of Brandmagnetic.com. She's obsessed with Emotional Marketing and specializes in helping online business owners create instant personal and emotional connection and increase conversions using a 2-3 minute Brand Video.

Resources mentioned in this episode:

📄 The Ultimate Cheat Sheet for a Brand Story That Converts
📹 Watch Mariana’s brand video here
🏆 Heather Sager speaking coach

These resources and connections from the episode offer great insights into emotional marketing and building trust in your brand.

Listen to the Full Episode here 👇🏼

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If you’ve ever felt stuck relying on word-of-mouth referrals and unpredictable lead generation, it’s time to rethink your approach. A brand video can be a forever asset…one that introduces you to potential clients, builds trust instantly, and makes you stand out in a crowded marketplace.

But here’s the real kicker: Your story matters more than you think.

In this episode, I sat down with Emmy-winning documentary filmmaker Mariana Henninger, founder of Brand Magnetic, to unpack how emotional marketing and brand videos can create an unshakable connection with your dream clients.

📄 Grab The Ultimate Cheat Sheet for a Brand Story That Converts to craft your story with clarity and impact.

📹 Watch Mariana’s brand video here for a real-life example of how storytelling builds trust.

🏆 Want to refine your speaking skills? Check out Heather Sager, an expert speaking coach who helps business owners own their voice and presence.

Building Trust Through Emotional Marketing

We often think marketing is about selling services, but in reality, it’s about creating relationships. Emotional marketing taps into how people make decisions, 95% of which happen on a subconscious level, according to Harvard Business School.

🔹 Why does this matter for bookkeepers and accountants?

Because in an industry that relies heavily on referrals, trust is your biggest asset. If you can build trust at scale (without the constant networking hustle) you’ll attract more of the right clients effortlessly.

So how do you create that trust? By showing up authentically and telling your story in a way that resonates with your audience.

What is a Brand Video and Why Do You Need One?

A brand video is a 2-3 minute, high-impact video that tells your story and builds trust instantly.

It’s designed to:

✔️ Humanize your business

✔️ Create an emotional connection with potential clients

✔️ Help you stand out from competitors

✔️ Work for you 24/7 across multiple platforms

As Mariana puts it, “If you don’t own your identity in front of people, they will create it for you—or worse, forget you.”

That’s why a brand video is so much easier than constantly attending networking events or hoping for referrals to roll in. It’s a one-and-done investment that keeps working for you.

How to Craft a Brand Story That Converts

The biggest objection people have to creating a brand video? “Why would anyone care about my story?”

The answer: Because your clients need to trust YOU before they trust your service.

Your brand story should highlight:

✔️ Your personal WHY – Why you do what you do and what makes you different.

✔️ Your audience’s struggles – Show them you understand their pain points.

✔️ The transformation you offer – How your services improve their life/business.

💡 Mariana’s Tip: Avoid making it all about YOU. Instead, craft a story that mirrors your client’s journey. They should see themselves in your story and think, “This person gets me.”

Examples of Brand Storytelling in Action

Not sure how to frame your brand story?

Here are two approaches:

🔹 Overcome Story – You’ve experienced the same struggles your clients face and found a solution. Now, you help them do the same.

🔹 Passion Story – You have a deep-rooted passion that drives your work, and your unique skills and background set you apart.

For example, at Workflow Queen, I help bookkeepers and accountants remove themselves from daily data work so they can create true freedom. My passion comes from experiencing burnout firsthand when I ran my own firm, realizing there were no systems or support available. That’s why I created Workflow Queen…to be the resource I wish I had.

Your story doesn’t have to be dramatic; it just has to be relatable and resonate with your audience’s biggest desires and pain points.

Where to Use Your Brand Video for Maximum Impact

Once you’ve created a brand video, you can leverage it in countless ways:

✔️ Website homepage – Instantly introduce yourself to visitors
✔️ Social media profiles – Use it as a pinned post or in your bio
✔️ Email marketing – Include it in your welcome sequence
✔️ Sales calls – Send it before meetings to warm up prospects
✔️ Paid ads – Amplify your reach and build trust faster

Remember: A brand video is an asset that works for you non-stop…so use it strategically!

Final Thoughts: Owning Your Identity and Becoming Magnetic

If you want to attract dream clients and build a business that scales effortlessly, investing in a brand video is one of the smartest moves you can make. It’s your chance to show up authentically, take control of how people perceive you, and create an emotional connection that leads to trust and sales.

👉 Want to dive deeper? Mariana is hosting a workshop called Undeniable, where she’ll teach you exactly how to craft your brand story and use buyer psychology to attract clients effortlessly. Sign up at brandmagnetic.com/undeniable.

🔥 And if you’re a bookkeeper or accountant looking to remove yourself from the daily grind, join our Power to Breakthrough Bootcamp from Feb 17th - Feb 21st at workflowqueen.com /bootcamp.

What’s stopping you from telling your story? Drop a comment below, I’d love to hear your thoughts! 🚀

About our guest:

Connect with Mariana Henninger:

Follow her on Instagram: http://instagram.com/brandmagnetic
Connect with her on LinkedIn: http://linkedin.com/in/marianahenninger
Email her: hello@brandmagnetic.com

Thanks for listening. If this episode inspired you in some way, take a screenshot of you listening on your device and post it to your Instagram stories and tag me, @workflowqueen For more information about the Conquering Workflows & Systems for Bookkeepers & Accountants Podcast or interest in our programs or mentoring visit our resources below:

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