In a Nutshell: Storytelling is one of the most powerful tools a financial advisor can use to persuade, educate, and motivate clients. The stories we share also create real human connections that can help us deepen our conversations — and our services — beyond rote money management.

Guest: Annette Simmons, an author, speaker, consultant, and trainer who works with leadership teams around the world. Her book The Story Factor has been rated one of the 100 best business books of all time.


My Key Takeaways:

  1. People value their own conclusions more than they value yours. A good story can help people make up their own minds even as you’re leading them to your side of an issue.
  2. Your life is a storytelling treasure chest. Share emotional experiences that will resonate with clients and find these stories in the four “buckets” shared by Annette.
  3. Stories of failure can be more powerful than stories of success. If you’re open with clients about the negative experiences that have shaped you as a person and an advisor, you’re opening the door for them to share more in return and build more trust.

Also Learn:

  1. The six kinds of stories you should be able to tell and when to tell them.
  2. How to appeal to the senses when telling an effective story.
  3. Why Annette believes that facts alone don’t have the power to change someone’s story.

Complementary Episode: Top copywriter and consultant Adam Bensman talked to me about the keys to engaging your audience in ways that will grow your business. Listen/read here.

Resources Featured In This Episode

Values Clarification Toolkit Click here to download this FREE tool and start living your values.