Stories have the power to transport listeners to different places and situations. An effective storyteller acts as a magician who creates an atmosphere where anything is possible. Telling stories is like projecting a film that engages the audience. In marketing, storytelling is one of the most effective ways to sell products and services. There is a seven-step process to telling a great story that includes knowing the ending, punchline, and call to action as well as using the five W questions and incorporating emotions, obstacles, turning points, and lessons.

1. The Art of Telling Great Stories...

2. What are stories ?

3. Stories are magic !
Stories take us
everywhere: back in
time, in the future or
happen right in the
present time.
They transport us to many
places and situations we
might never get to.

4. The teller is the magician !
He creates an atmosphere in which
anything is possible, a special kind of
energy that is really magical.

5. Telling stories is like taking a group of people to the cinema !
You can think of storytelling as a piece of film being projected on
to a screen.

6. In terms of Marketing...
Nothing sales better today than
telling a story !

7. Here is a seven-step process on how to tell a
great story:

8. Start with the end in mind !
Know exactly what you want the
listener to believe, understand or
do when you’ve completed the
story.

9. Have a punch line !
Every story must have a beginning, middle and an end.
However, when you tell a story, the most
important is the ending of the story.
End with a real “Call to Action” !

10. Use the 5 “W” questions to direct your story !
Who ?
When ?
What ?
Where ?
Why ?

11. Make emotions part of your story !
Memorable stories are always
attached to powerful emotions.

12. Describe the journey and the
obstacles to overcome !
Every story has a goal that must be
achieved, along with the obstacles
that might stand in the way.

13. Describe the turning point !
In every story, there is a turning
point–a decision–that allows
the person or people involved
to overcome the obstacle and
achieve the goal.

14. Provide the lesson from the story !

15. What STORY
would you tell
to
gain the TRUST
of your
Customers ?