Art of Story Telling

Have you ever been in the audience listening to a presentation and found yourself totally engaged and connected to that speaker?  And you find yourself wishing you could make an equally strong connection to your audience?

What is their secret? I bet they figured out how to be a master storyteller!

Even though storytelling goes back tens of thousands of years, it doesn’t necessarily come automatically.  Based on many years in the trenches, I know there are key techniques to use for optimal engagement.

I promise you this is a skill you can learn and master.

You now what I find? We are so close to our own lives that it can be hard to determine which key events in our lives to weave into the powerful stories which, crafted in the right manner, will make you memorable to your clients and audiences.

While every business has a story to tell, too many fail at doing so with marketing communication that is clear, captivating and effective. Businesses completely lack a clearly communicated story that positions their brand, vision and values. Storytelling conveys purpose, and businesses with purpose are the ones that ultimately stand out and capture consumer’s hearts and wallets. 

The Power of story telling

What’s easier to remember? 
An abstract, conceptual theory or an inspiring plot, possibly a real one?
The answer is easy. Everyone knows that a story is a much more powerful and effective tool to deliver a message, even to teach a lesson. It’s simpler to articulate for the speaker. For the audience, it’s easier to understand and to remember.

That’s why many spiritual masters taught through parables and tales, and philosophers used allegories and fables to convey their deepest thoughts.

That’s why the most inspiring public speakers and leaders often use personal anecdotes to get their message through to the audience.

Let the leaders join the story

A masterful storyteller creates a framework that allows the listener to fill in his or her own gaps. The goal is to unlock the leaders’ imaginations and allow them to turn your story into their story – that way each person can relate and engage on their own terms.

A great story allows each member of the audience to take away the individual message they need, even though that message may be different from the message everyone else hears.

You can’t control what the listener takes away, and that’s great. The best stories allow the audience to find its own answers because when it’s “mine” I care much more… and am much more willing to change.

How leaders use their personal stories?

Leaders actively craft and tell authentic personal stories of identity that bring their values to life. And, they use their stories to teach their followers, their teams, and their organisations. It is through their personal stories that leaders reveal who they are, and it is by expressing their true nature that they inspire others.
The more I observe the phenomenon of leading by autobiography of leaders teaching and inspiring with their personal stories, the more I recognize similar patterns in the discourse of a wide variety of famous individuals.

The Art of Storytelling for Coaches

Whether you want to touch a nerve, reach a new audience, or boost your sales, storytelling is the most powerful tool in your arsenal. As humans, we love a good story, and when it resonates with us, it can drive us to take action when nothing else can.
Think about it. Which would you rather read, an interesting story, or a sales letter?
Which are you more likely to remember a week from now, a compelling story, or a features and benefits comparison? And which are you more likely to buy, a story you can see yourself in, or a product that does x, y, and z?
If you think back on your most recent purchases, from the business coach you hired to the car you bought last summer, chances are you’ll find a story that resonated with you, and that drove your decision to purchase.

Stories About You

⇒ You’ve heard it time and time again: People buy from those they know, like, and trust. And part of getting to know you is hearing your stories.
⇒ Your potential clients want to know how you came to be in business, what experiences you’ve had that drove your decisions, what lessons you learned along the way.
⇒ Your stories don’t have to be directly related to business to be powerful, either.

That anecdote about the time you nearly got arrested for not having a valid driver’s license is the perfect lead in to a blog post about better record keeping. Or the story about how you accidentally seated two warring families together at your wedding reception?
It’s just what you need to drive home a point about relationship building.

Stories About Your Clients

Otherwise known as social proof, stories about your clients are incredibly useful in your marketing and branding strategy.

Testimonials, white papers, case studies and the like are all just stories, after all, and they showcase how you and your products have changed a life or a business for the better.

Stories About Your Products

Yes, even your products have stories to tell.

  • Why did you decide to create that new coaching program?
  • What will it help your clients achieve?
  • Who is it not suited to?

These stories and more can show your potential clients more about your products and services than any sales page ever will. When you openly share your thought processes as you were creating your program, buyers will instantly know if it’s a product that will work for them or not.
Clearly, stories have a lot of power when it comes to branding and marketing, but you have to use caution.
Beware of the awkward insertion of a story just because you’ve heard it’s good for your marketing. If you find yourself midway through a blog post and you write something like, “but anyway, enough of that, let’s get on with business” and then making a total shift to a completely different subject, chances are the story isn’t working.
But if you can tie your story in naturally to what follows, that’s your golden ticket to better branding, more sales, and a more profitable business.
We love stories. Don’t be afraid to tell yours.

We can help you tell your signature stories

So, what are signature stories? They are stories that are so powerful and well crafted they make an immediate connection with listeners. They can help you get invited to be a paid keynote speaker. They can persuade listeners to consider you as a thought-leader. They can help you close that sale.
It’s about becoming more memorable by making that crucial human-to-human connection.
Imagine what your life and business would look like with more meaningful relationships, greater credibility, more recognition and influence and, frankly, more sales.  Discovering how to use the power of storytelling can make all that happen.
It is my heart-felt belief that your own real-life stories are the most valuable communications tool you have. They have the power to influence people and make the world a much better place.

Why do I call stories a fail-safe way to communicate? Well, people remember stories more than facts. Our primal brains are wired to interpret the world through stories.
Data is not enough. You need to learn how to use stories to make an emotional connection.

When you figure out which stories to tell and how to tell them in the most compelling way, this is the quickest path to go from being a good speaker to a GREAT speaker.
What comes to your mind when you think storytelling? Do you think emotion? Do you think about how a good story catches your attention quickly? Is it important? Do you think YOU need it?

About Mentors


Certified NLP Master Trainer, Life Coach, Emotional Intelligence Coach, Motivational Coach, Hypnotherapist


Certified NLP Master Practitioner, NLP Trainer, Hypnotist, Graphology, Life Coach