Ex-lawyer turned relationship coach

Do As I Say Not As I Do

I am in a luxurious position.

Because your attention is not relevant for my livelihood, I can afford to be a poor storyteller.

But if your income depends on making a sale, you must be a good storyteller, or else nobody will listen to you, let alone consider buying from you.

What distinguishes the good storytellers from the bad is their fluency in the language of the heart.

The heart is irrational and thrives on personal truths. And it decides whether your audience will tune in or out.

Telling a story filled with logic and facts gets your audience to tune out, because the heart cannot digest it.

Just think back to the last time somebody corrected your grammar. That correction may be what you needed to hear—poor grammar is unacceptable in the workplace—but it was unlikely what you wanted to hear.

Which means you must ensure that your story fits inside what they want. And show that your story is what they need.

And if you genuinely believe your audience needs what you are telling, your audience will too.

That’s why a storyteller’s responsibility is not to be taken lightly. Your audience trusts to be able to make life changing choices based on your story.

And they will.

Your job is not to make them feel like a fool for agreeing with you.

By Jeroen Elsing
Ex-lawyer turned relationship coach