Stories Sell: Storyworthy Strategies to Grow Your Business and Brand

A Story Is about One Thing or Nothing Once upon a time there was what there was, and if nothing had happened, there would be nothing to tell. — Charles de Lint, Dreams Underfoot

We can express vulnerability by saying the things that few are daring or courageous enough to speak. In doing so, we demonstrate confidence. We do something that few people are willing to do, which is almost always entertaining. We’re also very likely to connect with members of our audience in deeply profound ways.

Simply put, the story should start at whatever or wherever is the opposite of your ending transformation, revelation, or realization. This creates an arc in your story and establishes the story’s frame. This is how a story shows change over time. I was once this, but now I am this. I once thought this, but now I think

Victor Hugo, Les Misérables

will best capture that five-second moment — we know what happened. We know the who, what, where, and when, and we probably know the why (though that can sometimes come later). We know what our five-second moment is, and therefore, that is where we begin the process of crafting our story. We start at the end. This is a beautiful thing because knowin

A moment of

once felt this, but now I feel this. Stories must reflect change of some kind. It need not always be positive change, and the change need not be monumental. In fact, stories about failure, embarrassment, and shame are fantastic. Stories about trying desperately to achieve a goal and failing spectacularly are beloved. Even when progress is made, the

I discovered, much to my surprise, that it’s the smaller, more relatable stories that audiences love best.

I search for stories because they allow me to communicate, connect, and convince people that my thoughts, solutions, and ideas are worthy of their attention.

Without stakes, a story is dead. People stop listening. Audiences are actually encouraged to stop listening. They have been given no reason to be invested in the story. Stakes come in many varieties, and we can be strategic in the way we deploy them. The following are some strategic ways in which stakes can be used in a story. The Elephant Every st