Diane Windingland

Who is? •Faster than . . .•More powerful than . . .•Able to leap . . .

Do you want . . . More clients?

More loyal clients?

More sales?

Discover. . . Why stories work

Client Attraction Stories

Effective story structures

Bumper Sticker “set up”

Why use Stories?

1. we think in stories

2. we relate in stories

Stories are how we think

Stories Stick in the Mind

Pop Quiz

3.14159

Stand up! Partner up!If you were born in an odd # month raise your right hand

If you were born on an odd # day raise your left hand

Why Stories Stick . . .

Tap into emotions

Concrete

Emotions Stick

“On January 24th, Apple computer will introduce Macintosh and you’ll see why 1984 won’t be like 1984”

Facts

FactsFacts

A story puts facts into an emotional context

FactsFactsFacts

FactsFactsFacts

FactsFacts

Facts

The #1 Thing Facts TELL

Stories SELL

Stories are Concrete

Vs.

It’s not about

the statistics,It’s about

the story!

Statistics vs. Story

• Revis family• North Carolina, U.S.A. • $341.98/week• Spaghetti, potatoes, sesame chicken

• From the book “Hungry Planet”

U.S.A. Typical Weekly Food

• Aboubakar family• Breidjing Camp, Chad• $1.23/week• Soup with fresh sheep meat

• From the book “Hungry Planet”

Chad Typical Weekly Food

Or . . .

A picture is worth ____ _____.

A picture is worth ____ _____.1000 words

So, yeah, use pictures

And . . .

A story is worth 1000 pictures!

RECAP: Why Stories Stick . . .

Maximize Memory!If people remember your story they will remember your message!

Why use Stories?

1. we think in stories

2. we relate in stories

Stories Connect

2 Main Ways to Connect

•Similarity –“Just like you”•Vulnerability –“I’m authentic”

?

When you connect you can convince.

The “Perfect Pitch”• What do you do?

(Bumper Sticker)

• What problem do you solve? (“for example” Client Attraction Story)

• How is your product/service different?

The Client Attraction Story1. Who thanks you the most?

2. Who had a really difficult challenge?

3. Did you develop a solution that you are extremely proud of?

Story-telling basicsA. Set-up (Who, When, Where, “What is”)B. Challenge/Conflict C. Rising Action D. Turning pointE. Falling actionF. Resolution (What changed? “What could be”)

A

CE

D

F

B

What happens if you don’t get to the challenge or conflict QUICKLY?

CAR: Challenge-Action-Result

THEN-NOW-HOWClient Success Story

• THEN: Before your product/service (challenge/pain)

• NOW: After your product/service (results)

• HOW: Your product or service (actions)

The Bumper Sticker

I speak for organizations that want to help their

people have better, more profitable conversations

The Bumper Sticker

The Bumper Sticker

I speak for organizations that want to help their

people have better, more profitable conversations

A Bumper Sticker answers the question “What do you do?” in 5-10 seconds with a benefit focus.

The Bumper Sticker

I speak for organizations that want to help their

people have better, more profitable conversations

I speak for organizations that want to help their people have better, more profitable conversations.

The Bumper Sticker

I speak for organizations that want to help their

people have better, more profitable conversations

Tag line alternative:I help people chit chat their way to success.

The Bumper Sticker

I speak for organizations that want to help their

people have better, more profitable conversations

What you do:How you help:Tag line alternative?

The “Perfect Pitch”• What do you do?

(Bumper Sticker)

• What problem do you solve? (“for example” Client Attraction Story)

• How is your product/service different?

Tell your story . . .• Online: Website, Social Media, newsletters• Email• Print advertising• Face-to-Face: Networking events, one-to-

one, group presentations• And?

Inspire

The Hero’s Journey

Current State (What is)

Transformed State(What Could Be)

YOU

“People don’t just buy our shoes, they tell our story”- Blake Mycoskie, TOMS Shoes

Your client

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