Dear Monsters,

Have you ever tried telling stories in a business context?

For a long while, I believed that business presentations should be only data driven and based on facts.

I learned this from the Big Boss, as I describe in my book “Dear Monsters”. He demonstrated to me the value of focusing on people. By helping me know how to trigger emotion, he gave me the key to persuasion. The Big Boss showed me that stories aren’t only supposed to be told to children, but that they are equally relevant in business as well. Because clients, managers, colleagues, and suppliers are all people. However much we like to present ourselves as rational beings, our human, our emotional side prevails. We like to identify our- selves with people and situations. We want to be in somebody else’s shoes.

Storytelling shouldn’t be reserved only for clients or for big presentations. You can use the technique anytime when you want to persuade or influence.

Stories are the portal that can bring us into that new dimension. Storytelling shouldn’t be reserved only for clients  or for big presentations. You can use the technique anytime when you want to persuade or influence. It is the most secure path toward raising your influence. In my monster leadership workshops, we design a ninety-second pitch to the CEO. So think about it, dear Monsters. How would you present yourself to the CEO? What would you say? What will be your story?

Don’t panic you’ve got this! You must have learnt about the most successful storytelling formula somewhere in third grade.

Gustav Freytag, a 19th-century German playwright and novelist, developed a dramatic structure known as the “Five-Act Structure” or “Freytag’s Pyramid.” This structure breaks down a dramatic work into five distinct stages, helping to create a cohesive and engaging narrative. Here are the five stages according to Freytag’s dramatic structure:

• Exposition: Introduction, setting, characters, and central conflict presented.
• Rising Action: Tension builds as conflicts become more complex.
• Climax (Turning Point): Pivotal moment of highest tension and decision.
• Falling Action: Resolving loose ends and exploring consequences.
• Resolution (Dénouement): Conclusion, answers to questions, and character fates revealed.

It is important to cover the five stages of dramatic action. If you can’t do five, then at least try three (introduction, culmination, conclusion). It doesn’t matter how uninteresting your job may sound, there is always a way to make it catchy. And voila… you will soon have your 90-second pitch to the CEO. And trust me, you will not be forgotten.

One of the participants in my workshops, a claims advocate, compared himself to Spiderman, his favorite superhero. He started by saying that he usually looks like Peter Parker, but when his clients are facing an insurance claim, he turns into Spiderman, casting his net with the insurers and fighting them until the claim is settled favorably for the client. Only when the client is happy and the claim is paid can he turn back to being Peter Parker.

I love this, dear Monsters, because it is such a fun way of making yourself remembered. It can be applied in networking events or sales conferences. Or whenever you might end up sharing an elevator with a big boss. In that instance, please rehearse your pitch at home and record yourself. Analyze your performance and think about how you could make the story more effective. Chapter by chapter, all five of them. I would love to learn about your elevator pitch, so share it on LinkedIn or Instagram using the hashtag #dearmonstersbookchallenge and #mystory and tag me on @helenazikova. Let’s spread your story with the world.

Don’t forget the five chapters and have fun with it. Try to use this approach as much as you can in your daily lives. It works wonders.

Let’s talk about why stories are so irresistible to humans—and yes, even to us monsters.

1. Emotional Connection

Stories have a remarkable ability to tug at the heartstrings of your audience. By sharing your experiences, struggles, and triumphs, you create an emotional connection with your customers. Remember, even monsters have feelings, and stories are the bridge to those feelings.

2. Memorable Messages

Ever noticed how some tales stick with you long after they’ve been told? That’s the magic of storytelling. When you use narratives to convey your business message, it becomes unforgettable. Your customers will remember your brand not just as a product or service but as a story worth retelling.

3. Building Trust

Trust is the currency of business. Sharing your journey and the stories behind your products or services builds trust. It shows transparency and authenticity, qualities that are invaluable to both humans and monsters.

I especially enjoy the application of storytelling in sales. After all, a well-told story can turn a skeptical customer into a loyal one. That is why I am sharing a quick guide on how to go about your next sales pitch that will make your clients choose you over anybody else.

1. Identify Pain Points

Understand your customers’ pain points and use storytelling to address them. Share stories of how your product or service has solved similar challenges for others. This shows empathy and positions your offering as the solution they’ve been searching for.

2. Create a Hero’s Journey

In every great story, there’s a hero who overcomes obstacles. Position your customer as the hero and your product or service as the magical tool that aids them in their quest. This subtle shift in perspective can be incredibly persuasive.

3. Use Visuals

Monsters have an eye for detail, and visuals can enhance your storytelling. Incorporate images, videos, or infographics to make your narrative more engaging and memorable.

4. Call to Action

Every story should have a compelling ending. In your sales story, this is your call to action. Clearly state what you want your audience to do next, whether it’s making a purchase, signing up for a newsletter, or scheduling a consultation.

So finally, dear Monsters, remember to remember, every successful venture is built on a foundation of captivating tales. Storytelling is a tool that will turbocharge you in business and in sales. It will make you establish trustful and meaningful connections, stand out of the crowd and beat the competition.

So, go ahead, share your story with the world, and let the magic of storytelling cast its spell on your business.

Photo by Dmitry Ratushny on Unsplash