A Friend of mine is a highly successful salesmen. We’ve worked together on some big projects in the past so I know firsthand how good he is. He is especially good at writing. Whatever he writes is concise, precise, clear, engaging, sometimes entertaining (when appropriate), always on point. So you can imagine my surprise when he called and asked me to review something he’d written as a cover letter for a potentially huge deal. I was humbled and honored by the request.
What he sent me was typical of his work and required none of the editorial comments you see in the picture I chose for this post (it is one of the pictures that came up in my search for “cover letters”). In fact, he not only told a story, he told two. They were both hypothetical stories that came from his understanding of the needs of this potential client and how the service he was selling would specifically connect to meet those needs.
The Power of Stories
Last week I wrote about how I used a personal story to connect with an audience. I mentioned that stories are powerful to connect, to teach, and to persuade. We often make a big mistake when we set out to connect, teach, or persuade. That mistake is that we aim for the head. We think that we need to engage a person’s thinking to achieve those goals. We eventually do want the person to think but the heart is the gateway to the head. I must know, like, and trust you before I would be willing to connect with you, learn from you, or be persuaded by you.
One of the most powerful things about stories is that they engage the heart. Whenever I speak to an audience, I hear comments afterward like, “I love that story you told about …” or “It’s cool how you talk about your family.” I don’t often hear, “Now I understand the definition of …” or, “Your second point was very informative.” But guess what, the story that person loved actually defined the term and what I said about my family drove home the second point of my speech.
Stories are about ROI (return on investment). People remember stories more easily than they remember facts. If you want someone to remember a point you’re making, make the point with a story. If you are trying, for example, to advocate for children in the foster care system, it’s overwhelming to hear there are over 400,000 of them. It’s so overwhelming that we can’t take it in. If, however, you tell me the story of Alicia (made up name), who had a particular experience in the foster care system, I can grasp that. The story elicits far more from me than the numbers.
- Stories connect
- Stories illuminate
- Stories illustrate
- Stories explain
- Stories inspire
- Stories are powerful
After hearing Suzi and me share one of our stories, someone said, “You should write a book.” We’ve had a few people say that, actually, so one day we thought it would be fun to sit down and list episodes in our life that were memorable for us. I think at that point we ended up with a list of around 65 stories. Some more significant, others less but still memorable. Some of them were sad, some hilarious. It was a fun exercise, like going through a verbal photo album.
I’d like to suggest that you do the same. Take some time to jot down as many significant events in your life as you can remember in one sitting. Then pick a handful of them and write out each full story. That’s an exercise great communicators do to sharpen their communication skills. When you’re communicating, use one of your stories to connect, inform, or persuade.