The Elements of Persuasion Archives

I am a big believer in storytelling in business and using stories to make a point. If you’ve seen one of my presentations or trainings, you’ve seen me tell a story – you’ve experienced a story with me. Storytelling is about tapping into a passion about some topic. It is about taking the listener to a place that is visceral, visual, concrete, emotional and possibly unexpected.

For many years, I have used the formula for a good story that I learned from Robert Dickman, author of The Elements of Persuasion.

A story is a fact
Wrapped in emotion
That compels us to take action
That transforms us in some way

The key to this formula is that a good story compels people to take action, and that action transforms or helps them in some way. I always try to re-live a story, not just re-tell a story. An important aspect of storytelling is to make it sound fresh and alive. Re-living the story gives you that same excitement as when you first experienced it or heard it. It is the kind of passion that you need to apply to your business.

The Power of Storytelling While Networking

The power of storytelling in a networking situation is that it captures people’s attention and provides a way to connect with them on a more personal level.

A trait that great networkers develop is to have a story that is theirs and that is personal, coming from positive or negative background – it doesn’t matter. An effective story creates a link from your experience to what you’re doing in your business now. This helps people understand the connection between where you come from, to what you do, and why you do it.

Successful networkers also have a specific ask. When the business relationship has been established and you are at the point where you can ask for a referral, or they ask how they can help you, be prepared. Have clarity about exactly what you want and know how to concisely share your goal or idea with your networking partners.

Storytelling Can Be Inspiring

Dr. Mark Goulston has said that “a story is a portable storage unit for one’s dreams, fears, hopes, humor and sorrows that people visit–or visits people–from time to time for them to stay in contact with their humanity.”

When you include stories while training your teams or employees, you may find increased engagement and attentiveness. Storytelling can help them embrace the new ideas you are sharing or better retain the information you’re giving. The story you tell may inspire someone to set a bigger goal or move beyond their comfort zone to achieve more in their professional life. Sharing a story, a personal part of yourself, can make a deeper and more personal connection to those you work with, including your customers and clients. Effective storytelling is an important part of one’s emotional intelligence.

Some years ago, I was at a storytelling event hosted by the Academy Award-winning movie producer, Peter Guber, who said that “what if” is more powerful than “how to” in a story. Very true, indeed. Getting people to think of the possible rather than simply look at the present can truly help make a great story. And a great story can make a great impact in business.

Have you experienced a great story in your work or professional life?
Do you use storytelling in your business?
I would love for you to share in the comment section below.

Over the past few weeks, I’ve posted blogs on how embracing quality, adding members, and seeking engagement are all things that will help networkers and entire networking groups achieve success. Today, I’d like to talk about an additional tactic for obtaining stellar networking results–sharing stories.

Listening closely to the information shared by those in your referral network will help you in telling positive stories about them when you come across potential opportunities to refer them. Conducting regular one-to-one meetings with each of your networking partners will also help you become more able to share stories when you refer others to them. Think about your many positive experiences with your fellow networkers and write them down.

A number of years ago, I met Robert Dickman, author of The Elements of Persuasion, and he taught me the formula for a good story:

A story is a fact
Wrapped in emotion
That compels us to take action
That transforms us in some way

The key here is that a good story compels people to take action and that this action transforms or helps them in some way. I always try to re-live a story, not just re-tell a story. Make it sound fresh and alive. That is an important aspect of storytelling.

Remember that facts tell, but stories sell. If you want to build your network in order to generate more referrals, overlay storytelling on top of your efforts.

The keys to success within networking groups which I’ve previously posted blogs about (embracing quality, adding members, seeking engagement) can combine with sharing stories for a powerful formula that will help members of networking groups obtain optimum networking results and business growth:

3+1 = Member Success

1-Embrace Quality
2-Add Members
3-Seek Engagement
+1 Share Stories

Understanding this formula can improve your business networking success in amazing ways.

If your networking group already employs this formula, I’d love to hear about the impact it has made on your group’s performance and results. Please share your feedback (and stories) in the comment forum below. Thanks!