How to Tell Stories That Make Selling Easier 

How to tell stories that sell.
As a solopreneur or entrepreneur, you need to have a stable of stories that can be used to build trust and authority while reducing buyer resistance. Here's how I do it.

Let’s Start with a Story

I was raised on a farm in southwest Kansas, just outside a little town called Sublette. My grandfather was a farmer, like his father before him. I lived next to my grandparents in a double-wide trailer with my parents and two younger siblings.

My father was an attorney but not a successful one. Most people think attorneys make big bucks but in all the years my father practiced law he never made more than $40,000 a year.

My father was a good man but he was never a good provider.  We struggled constantly. I learned a lot of great lessons from my dad but a strong work ethic wasn’t one of them.

On the other hand, my grandfather seemed to strike the perfect balance of work and play. Up before the sun to check the crops he seemed to always be moving.

When he wasn’t tilling a field or harvesting a crop you could find him in his office checking commodity prices and managing the “business” of running a farm.

I don’t know when his work day officially ended but I know he would carve out time each week to hit golf balls on a 3-acre patch of land next to his house.

The man loved golf and no matter what else was happening he always made time for his favorite leisure activity.

Each night my grandmother would make him dinner and they would sit together watching the news. At exactly 10:20, as soon as the weatherman gave his report, my grandfather would get up, and say something like, “Welp, that’s it. Time to turn in.” And he was off to bed.

My grandfather was wildly successful. I’d estimate his net worth to be in the 10’s of millions of dollars.  My father…not so much.

A Good Story Is Worth Millions

So why did I tell you that story? Because there are so many great lessons in that story I can use to teach and entertain.

For example…

I could use the story to highlight how my father taught me what NOT to be.

I could use the story to illustrate how growing up poor drove me to succeed and how my grandfather was an example of what success looked like.

I could use it to demonstrate that working hard doesn’t mean you have to sacrifice the things you love.

If I dedicated more time to the subject I’m sure I could come up with at least a dozen more uses for that story.

The point is a good story sticks in your mind. It can be retold multiple times in different situations to drive home an idea or principle far better than facts or figures could ever do.

Some shocking statistics about stories:

  • You are 22 times as likely to remember facts if they are part of a story.
  • Storytelling can boost conversions by 30%
  • Stories can increase the perceived value of a product by as much as 2860%.


How to Tell Stories that
Build Trust and Authority

As a solopreneur or entrepreneur, you need to have a stable of stories that can be used to:

  • Explain yourself, your values, and your beliefs.
  • Increase your authority in your industry.
  • Motivate and inspire your audience.
  • Build a bond with your audience.

The story I told at the beginning of this week’s letter is a great example of what I’m talking about.

It can be used to check any one of those boxes. Today I used it to build a deeper bond with you and increase my authority on the subject of influence marketing.

How’d I do? Did it work?

What stories from your life can you use to increase your influence and authority and make the sales process easier? 

Start by making a list of the values and beliefs you hold dear. What are your beliefs about money, success, health, relationships, politics, and even sex?

Once you have that list together, think of a story from your past that helped define or reinforce that belief.

Finally, tell those stories frequently. Weave them into your content marketing to begin deepening the connection you have with our audience.

If you’d like a little help with that exercise you’re in luck! This week I’m holding a 2-hour workshop called 3X Your Leads Using Story.

At the workshop, I’m going to personally walk through this exercise with you and help you craft a story that’s guaranteed to help you increase your leads and sales.

Attendance is free but you need to grab our seat now because registration is almost maxed out.

See you there!


If you enjoyed this newsletter there are 2 ways I can help you:

1. If you’re looking to start or grow your business and you’re making less than $100k/yr, I’d recommend starting with an affordable program designed specifically to help:

The Leverage Coaching Program – a coaching program for solopreneurs and entrepreneurs who want to grow a six-figure business. We combine on-demand training, tactical live sessions, and accountability coaching with an incredible community to ensure you can leverage every opportunity to grow your business.

2. If you have a successful business but you’re feeling burned out and frustrated then it’s time to start building the systems into your business that will free you from the day-to-day grind:

The Business Growth Accelerator – Get your business unstuck so you can start enjoying the freedom and flexibility that comes from building a company the right way.

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