822: Unlock National Media Coverage with These Storytelling Secrets from a PA Solar Firm

Jun 8, 2025

Aaron Nichols, a marketing & advocacy specialist at Exact Solar, reveals how storytelling can be the game-changer in the solar industry. He shares captivating success stories that not only drive leads but also garner national media attention. Discover why relatable narratives trump data in engaging communities and how a thoughtful LinkedIn strategy can elevate your message. With anecdotes ranging from community projects to personal connections, Aaron shows how to make solar compelling and accessible.

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ANECDOTE

The Reverend Nickname Story

Aaron Nichols got the funny title 'Reverend' from a casino rewards card misprint.
He later got ordained online and officiated his friend's wedding because of it.

INSIGHT

Stories Engage Outsiders More

Stories resonate more than facts with people unfamiliar with solar.
A school greenhouse solar story gained NPR and congressional attention, proving story's power.

INSIGHT

Facts Are for the In-Group

Facts primarily persuade those already interested in solar (the in-group).
Stories are essential to attract and inspire those unfamiliar (the out-group) to engage.

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What makes someone actually care about solar? It’s not the data. It’s the story.

On this special “SundayCast”, Nico sits down with the Reverend himself—Aaron Nichols (okay, not officially a Reverend, but the story behind that title is worth tuning in for). Aaron has made waves as a marketing & advocacy specialist at Exact Solar, helping the company thrive in a time when many others in solar are shrinking. His secret? Telling stories that spark action.

From a school greenhouse in Philly to a donated community solar project, Aaron shares how real narratives—not kilowatt stats—are driving leads, national press, and community engagement. If you’re tired of wonky white papers and want to learn how to make clean energy compelling, what you’ll learn in this episode needs to be part of your playbook.

Expect to learn:

🔹 Why “facts are for the in-group, stories are for the out-group”

🔹 How a single solar story got NPR, local press, and a Congressman’s attention

🔹 The storytelling tactics Aaron uses to turn readers into leads

🔹 How to make your next LinkedIn post actually get seen (and shared)

If you want to connect with today's guest, you’ll find links to his contact info in the show notes on the blog at https://mysuncast.com/suncast-episodes/.

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Remember, you can always find resources, learn more about today’s guest and explore recommendations, book links, and more than 730 other founder stories and startup advice at www.mysuncast.com.

Subscribe to Valence, our weekly LinkedIn Newsletter, and learn the elements of compelling storytelling: https://www.linkedin.com/newsletters/valence-content-that-connects-7145928995363049472/

You can connect with me, Nico Johnson, on:

Twitter - https://www.twitter.com/nicomeo

LinkedIn - https://www.linkedin.com/in/nickalus