There are actually two strategies for storytelling that are important to consider. These storytelling strategies are:
1. Marketing stories
2. Sales stories.
A marketing story is about why you. When you build a marketing story it’s to help your audience understand who you are, why you teach this information and why you are capable of delivering what you sell.
A sales story is about why them. A sales story is to help the audience see, through your story, that you understand their journey. That you can relate to the big hairy mess they are struggling with. That you are real and human and have flaws and make mistakes just like them.
What I find is that most new speakers, if they focus on storytelling at all, do marketing storytelling. They tell stories about how they got started doing what they’re doing, or how they got their degrees or certifications. They even tell testimonial stories, which again are marketing stories: they tell the potential buyer why the speaker is credible. Most forget though that people buy because you understand why them.
Sales stories are a bit harder but they are what get potential buyers to dig out their credit cards! LOL What I mean is; now they are connected emotionally and are ready to buy. That is very powerful. Most speakers are comfortable with marketing stories. They’re comfortable sharing why they do what they do, and why someone would want to do business with them.
Challenge yourself to think about how you can tell a story that is human and relatable. A story that makes your audience say: “Oh you know me. Were you in my house last night? Were you at my office yesterday?” These types of stories will have a powerful and profound effect on your presentation. Telling a great sales story emotionally connects them to you and creates a powerful bond. Where do stories come from? The stories come from your life and your passions. You want to connect with people on a real and human level. Think about how you use these 2 types of stories when you speak!