A few weeks ago, we talked about the importance of finding and accepting public speaking opportunities, which are an entrepreneur’s fastest path to cash. This year, I have also shared my tips for perfecting your sales pitch and building your personal brand.

All three of these topics share a critical component: our ability to tell a story that captivates our audience.

Storytelling is one of the oldest art forms. Throughout history, every human culture has shared stories for one simple reason: they help us understand the world around us and relate to one another.

The most successful entrepreneurs tap into the power of storytelling to capture the attention of their prospects.

Why do stories engage us?

When you tell a powerful story, you take your prospect on an emotional journey. When prospects hear a story, it often triggers memories that ignite an emotional response. As a storyteller, you can elicit such feelings as fear, love, success, victory, regret, freedom—the list is endless. When you evoke an emotional response, your prospect is more likely to feel that they share a connection with you and that you understand their challenges and desires. By telling a story that creates a bond, you set the stage for a more effective sales conversation.

I’ve learned from decades of direct sales experience that people don’t buy your products or services—they buy YOU. You have a solution to a problem they are experiencing. It’s your job to tell stories from your personal experience that people can relate to and that give them confidence that you can take them where they want to be.

Here are 5 principles you need to internalize to become a more effective storyteller.

1. Good stories are truthful.

Never fabricate a story to get your message across. Sure, you want to tell a captivating story, but when you manufacture a tale, your audience will know you aren’t being authentic, and you’ll lose credibility.

When you tell stories that you personally experienced, your prospect will perceive that you genuinely understand where they are coming from. Every entrepreneur I’ve ever spoken with has experiences that other people can relate to. Speak your truth.

2. Good stories are emotional.

The more emotional response you invoke, the better. Tell a story that shows your vulnerability. As a business consultant, I’ve shared stories about the struggles I faced at the beginning of my career. I have related my experience going door to door in the bitter cold trying to meet my quota so I could keep my electricity on.

Every entrepreneur has a story to tell. If you’re a health and fitness coach, for example, you might consider sharing a story about the health scare that motivated you to adopt a healthy lifestyle.

When you’re honest and vulnerable, your message will penetrate the heart and you become relatable. Your prospect wants to believe that you’ve walked in their shoes and can really relate to their struggle. Sharing a deeply personal, emotional story achieves that goal.

3. Good stories are simple.

For stories to make an impact, they need to be easy to understand. Don’t relay a story with a complicated plot. Keep it simple, and use language that your audience will understand easily. The simpler the story, the easier it will be for your audience to remember the lesson of the story. In order to keep their attention, keep your stories no longer than five minutes.

4. Good stories have a takeaway.

What message do you want your audience to take away from your story? Make sure your takeaway message is crystal clear; after all, that’s the whole point of telling the story! Choose a lesson you know will be helpful and inspiring to your audience, and find a story to best bring that message home.

5. Good storytelling takes practice.

A major part of the power of storytelling is in your delivery. It’s important to practice relaying the story in front of a friendly audience and get honest feedback. Is the story too long? Is that language you are using easy to understand? Are you speaking at a good pace? Should your tone be more animated? Where should you pause for effect? Ask your audience what could be omitted from your story and what they wanted to hear more about.

Are you tapping into the power of storytelling to build new relationships and boost sales in your business? At Celeste Giordano Consulting, I teach my entrepreneurs how to utilize storytelling not only during public speaking opportunities but also as a powerful sales and marketing tool.

There are two ways to share knowledge with a prospect: you can push information out, or you can pull them in with a story. The second choice will always yield far greater results. To learn to become a masterful storyteller and “Double Plus” your income THIS year, contact me today.

 

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Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus™” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with more than 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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