Influence, Trust, and the Art of Real Conversations | Sarah Stahl | Marketing Conversations | #1176
The conversation began, as many of mine do, with a topic I think we already understand. This time it was influencer marketing. But before I could even roll my eyes at another mention of hashtags and brand deals, the discussion took a sharp turn toward something far more interesting: trust, storytelling, and what it really means to build relationships in a digital world that doesn’t trust much anymore.
That shift came courtesy of Sarah Stahl, co-founder of Market Movers. She’s knee-deep in the world where AI, marketing, and hospitality overlap—a place where the glossy brand voice is fading fast, and authentic creators are taking the spotlight. Listening to her, I realized this isn’t just about influencers. It’s about how we all show up as marketers.
What Makes a Good Creator Partnership
Sarah’s approach to creators feels refreshingly human. She doesn’t chase follower counts; she looks for people who know how to build relationships. She compares choosing a creator to hiring an employee—sometimes you think you’ve found “the one,” and then day one tells a different story. That hit home for me. I’ve hired those “perfect” people before too, only to realize the chemistry wasn’t there. Her advice? Start small, watch how they work, and build from there.
The Power of Storytelling
We talked about how hard it is to sell something you can’t touch or taste online. Think about restaurants—how do you market flavor through a screen? The best creators don’t just post photos; they tell stories that make people feel the experience. Sarah shared a beautiful story about one of her creators who found healing while working on a campaign. That moment of real emotion became part of the brand story—and honestly, that’s the kind of marketing that stays with people.
When Things Go Sideways
At some point, every brand faces it: a creator says something that doesn’t quite fit. My instinct as a business owner is to cringe, but Sarah made me pause. “Perfection breeds mistrust,” she said. And she’s right. People don’t expect flawless; they expect real. When something uncomfortable happens, it’s an opportunity to step into the conversation—not hide from it.
The New Rules of Visibility
Sarah also made a point that stopped me in my tracks. AI tools like ChatGPT aren’t pulling most of their information from your shiny website—they’re pulling from stories. Creator content, real conversations, reviews. If your brand isn’t in that mix, you’re invisible. That’s a wake-up call for every business owner clinging to the “if we build it, they will come” mindset.
Key Takeaways
• Build trust first. Pick creators who care more about their audience than their follower count.• Find your storytellers. The ones who can make your product or service feel real.• Don’t panic over imperfection. Use it as a chance to connect, not retreat.• Invest in the relationship. The best results come from creators who grow with you.• Stay part of the conversation. The future of search and AI belongs to brands that keep showing up authentically.
Influencer marketing isn’t about trends or chasing the next viral post. It’s about people—real voices telling real stories. And if you treat it that way, marketing starts to feel a whole lot less like work and a whole lot more like a conversation.
And if that sounds a little too simple—good. Because simple usually works.
About Sarah Stahl
Sarah Stahl, co-founder of Market Movers lives at the intersection of AI marketing and hospitality. If you’ve ever wondered how to turn “just another rental” into a brand guests remember (and actually book direct), that’s my sweet spot. I’m obsessed with helping property owners cut through the noise, escape OTA dependence, and build systems that truly sell themselves. These days, I’m 100% focused on agentic search and direct booking strategies because the future of hospitality marketing isn’t about chasing algorithms, it’s about building brands guests can’t forget. Always creative, always candid—that’s me.
