Stories Can Make You Referrable
One of the most common mistakes I see business professionals make is trying to explain everything they do all at once. They believe that the more information they share, the more likely they are to receive referrals. In reality, the opposite is often true.
Recently, I had a wonderful conversation on the BNI Podcast with Laura Reid, a storytelling strategist, public speaking coach, and author who has spent years helping people communicate with confidence. Her message was simple, powerful, and especially relevant for businesspeople: if someone cannot remember you, they cannot refer you.
Many professionals give a “broad-spray” approach with their presentation. Like a water hose spraying a little water over a wide area, they talk about every product, every service, every type of client, and every problem they can solve. The result is information overload with minimum effect. Fellow networkers leave the meeting having heard a lot of information with very little they can actually remember.
Laura explained that stories create what she calls a “hook” for the brain. Rather than describing a long list of services, tell one specific story about a customer you helped. A memorable story gives people something concrete they can recall later when speaking with a friend, colleague, or client.
Instead of saying, “I help people become better public speakers,” Laura might share the story of a business coach who was invited to speak at an international conference. The coach was nervous, lacked confidence, and knew the opportunity could significantly impact her business. Laura helped her develop a strong presentation and build the confidence to deliver it successfully. The result was transformational. That single story communicates value far more effectively than a lengthy explanation ever could.
Laura teaches a simple framework for a story that she calls the Three S’s:
Situation: Who was the client and what was happening?
Struggle: What challenge were they facing?
Solution: How did you help and what was the result?
This framework removes much of the mystery from storytelling. You do not need to be a professional writer or gifted speaker. You simply need to share real experiences in a structured way.
Stories also help solve another challenge many professionals face: nervousness.
Laura knows this firsthand. As someone who overcame severe public speaking anxiety, she discovered that telling real stories feels more natural than trying to memorize facts and scripts. When you share an experience that you have actually lived or witnessed, you can focus on the message rather than worrying about every word.
I can relate to that. Even after decades of public speaking, I still feel a little nervous before stepping on stage. The difference is that I have learned to view those nerves as energy. That adrenaline helps me perform at my best. A story can serve a similar purpose, helping speakers connect naturally with their audience and with their own authentic voice.
Perhaps the most important takeaway is this: your stories matter.
Many people hesitate to share their experiences because they assume someone else has already discussed that topic. What they forget is that nobody else has lived their story. Your experiences are unique. Your lessons are unique. Your perspective is unique.
People may forget your list of services. They may forget the details of your presentation. What they are most likely to remember is a story that made them think, feel, and connect.
If you want to become more referrable, stop trying to tell people everything you do. Tell them one memorable story.
A great story creates a connection.
A connection creates recall.
And recall creates referrals.