In online spaces overflowing with formulaic copywriting, posting for the sake of posting, and polished strategy – the perfect Instagram feeds – audiences have grown weary of perfection.
In this Business Matters interview with Marco Robinson, award-winning entrepreneur, coach, property investor, and the man behind Channel 4’s Get a House for Free, we explore how many UK companies could benefit from showing their real side in marketing. By sharing the stories of their people — and how they overcame challenges to become the businesses they are today — companies can more effectively capture audiences and gain truly invested customers.
All businesses could benefit from leaning more into showing the real life of its founders and business story.
The New Norm of Gaining Custom
The fact is according to Marco and many of his peers… “Personal Brand” is your greatest asset and business strategy.
The serious growth of AI has made traditional life and work redundant. You, the individual is now the company, the business, the face of your life… and the only way to grow is by embracing this technology as your asset by learning how to do it.
People ask… but what business do I go into? You choose a personal brand business or a faceless brand business.
You are front and centre or you own a business asset that you can invest in and get a return……
You don’t have the capital?
Go earn it. Everything is earned, nothing comes for free. Save up . Learn how to start and run a business.
But please, don’t ever think school or Universities will ever give you those skills… because they will not unless you are a doctor , a lawyer or a trade.
If you want to be front and centre you must own your narrative, the good, the bad and the ugly. People don’t want polish, they want truth, and they want courage.
They want to associate with people and brands that help them overcome their problems. Plain and simple, if you can share in your story you can help them overcome the problem they are in now, you will win… if they like you… that’s your personal brand.
And being authentic is all about saying what you are going to do and actually doing it.
Marco Robinson on Being Your Own Hero
Marco Robinson is no stranger to an underdog story.
Marco’s business journey is one of grit, pain, growth, and transformation — one which resonates deeply with his peers and those he coaches when he tells it. Growing up with a devoted mother, a father that was a gambling addict. A father that had so many debts his mum had to leave that marriage…
A mother that was sexually abused from the age of four years old by the patriarch in the 1970’s.
When he made the Channel 4 TV show “Get a house for free” the backstory came out of how her stepfather intervened and would not let them come into the house… the reason for this is because at 12 years old her step father put his hand on her breast and said : “I didn’t marry your mum for your mum, I married your mum to get to you…”
You can imagine how terrified she was… all her life of this predator…
He spent nights sleeping on park benches and enduring the harsh realities of homelessness. At school, he was bullied and burdened by the difficult environments of the 1980s, moving schools many times. Marco Robinson once felt he had no hope or future.
But at 16, Marco made a decision that changed everything — he left school and began hustling his way through the business world. Through relentless effort, countless setbacks, and unshakable belief, Marco Robinson built what he calls his own business empire.
Today, Marco Robinson is a highly successful business coach, bestselling author, TV personality, film producer, actor, and UK property developer. His rise from homelessness to business excellence became the heart of his public mission — using his success to give back, even giving away homes to families in need for free on his Channel 4 show Get a House for Free. His charitable work in Malaysia saw him receive the title of Dato’ Seri (Sir Marco Robinson). He also executed charitable work as an Official Advisor with the Homeless Entrepreneur charity (see here). Marco also delivers coaching, inspired by life story, via The Undisputed Success Formula and The Start Over Movement.
Marco’s story stands as a testament that no matter how dark your beginnings, you can rewrite your future through resilience, courage, and purpose.
And this is where Marco Robinson focuses his attention when working with businesses and coaching them on social media marketing — showing the real people behind the success, their colourful personalities, and the challenges they’ve overcome. People engage with people. People buy from people. That’s a philosophy Marco Robinson lives and teaches.
Marco Robinson on Focusing on More Real Marketing
The most powerful marketing no longer comes from faceless taglines but from the genuine human stories behind a brand.
Marco Robinson says, “Real creative marketing that will actually move the needle for many firms is something often out of reach, as they focus too much on direct marketing or hard sales techniques and promotions. They quickly schedule basic, non-engaging social media or email content about their services or industry changes — but hardly ever share their real people on screen, or the heartbeat behind their company.”
Companies that dare to reveal more — their people, founding stories, challenges, flawed beginnings, and human side — create a bond that can’t be bought with marketing dollars. Some of this stuff is natural and free, and can be the most converting content you have. It doesn’t always have to be a wave of inspiration but showcasing the story of a person behind your brand. According to Marco Robinson, this is the future of business storytelling: real people, real emotions, real connections. Don’t miss this wisdom with your marketing, it will leave you in good stature.
Showing a Business with People and Purpose
Every company has its scars: moments of failure, hard decisions, and lessons learned the hard way. Instead of hiding these struggles, forward-thinking brands are realizing that vulnerability is a strength. Sharing stories of staff who’ve faced setbacks, founders who’ve nearly quit, and teams who’ve battled through uncertainty doesn’t weaken a company’s image — it humanizes it.
As Marco Robinson often says, “Your audience doesn’t want to see perfection — they want to see perseverance, they want to see courage, they want to see you evolve in front of their eyes… they want to be in your chapter, that’s why they hire you.”
When a company highlights its people — the employees who overcame personal challenges, or the founder who turned rejection into innovation — it moves from being a brand to being a story that so compelling people are magnetised to your brand… and if you have yet the right offer suite which solves their problems they will never stop buying from you… .
These narratives spark emotional resonance, which drives loyalty far more effectively than discount codes ever could.
A tale of transformation — from adversity to achievement — taps into something universal: the human instinct to root for perseverance. Marco Robinson teaches that authenticity always wins over advertising.
Moreover, authenticity cuts through the clutter of modern media. While competitors shout louder, the honest brand simply speaks truth. Transparency builds trust, and trust builds advocacy. Customers don’t just buy a product; they buy into a purpose. When they see the imperfect journey behind success, they relate to it — and that relatability turns audiences into communities, and communities into champions.
Marco Robinson on Warts & All Approach to Storytelling
Marco Robinson says, “In the end, showing your warts isn’t about oversharing; it’s about being courageously real. The most compelling marketing strategy in today’s noisy world is the one that says, ‘Here’s who we really are — the good, the bad, and the becoming.’ Because when people see that your company’s story is built not on perfection but on persistence, they’ll believe not just in what you sell, but in why you exist.”
He continues, “People don’t just buy products or services anymore — they buy into stories, values, and the people behind the brand. Showing the nitty-gritty of your business — the real, unpolished moments, the behind-the-scenes processes, the challenges, and the personalities that drive your company — humanizes your brand and builds trust. Social media is saturated with polished ads and generic content; what cuts through the clutter is authenticity.”
When Marco Robinson coaches his clients, he often reminds them that when you share genuine stories — like how a product idea was born, the struggles your team faced during a tough week, or the laughter that fills your workspace — you invite your audience to become part of your journey. This emotional connection turns casual followers into loyal fans, which helps print loyalty and is a sign of success.
As Marco Robinson concludes, “Storytelling gives your brand dimension and purpose. It transforms marketing from promotion into relationship-building. It’s the difference between being noticed and being remembered. Focus on this and watch what happens. So, instead of striving for perfection, show the reality — the heart, hustle, and humanity behind what you do. In doing so, you not only attract customers who resonate with your story but also build a community that believes in it, and access true connection and fantastic inspiration between you.”
Find Out More About Marco Robinson Coaching
For information on Marco’s business, any advice, and social media coaching masterclasses, please visit his website at MarcoRobinson.com. Marco Robinson is listed on IMDb as a media producer, actor, media investor, and property investor, and has also published several book series on property investment and financial freedom.
Read more:
Real storytelling as a business strategy: Marco Robinson on crafting your company’s hero story