Authorities Need To Be Expert Storytellers

Author J.K. Rowling famously said no story lives unless someone wants to listen. And if you are trying to get someone to listen to your thought leadership, using stories can be the best way to reach your audience.

In this webinar, storyteller extraordinaire, author, and "The Agency Owner Book Guy" Henry DeVries shares his tried-and-true tips on how authorities can and should be leaning into their storytelling skills.

Tip #1: Incorporating storytelling into your thought leadership content starts with the end.

Henry provides this piece of advice to his authors. "Get out your client list. The first thing I want you to write down is what were the measurable successes. What happened that could be measured and talked about? For example, I have an author who in two years went from zero dollars coming in to $200,000 a year. What was the story behind that? I always have my authors start with a great result and work backwards."

The Why Behind The Tip: Many times, thought leaders can get stuck in the details of the client assignment and miss the end result. When you start at the end and what the result was, your story details naturally filter towards the result. This streamlines your story and gets it to the end that the future client is looking for: what someone gets from working with you.

Tip #2: Storytelling can help you overcome imposter syndrome.

According to Henry, you might feel like you don't deserve the credit, but there is a way you can reframe the results to overcome imposter syndrome. "The magic word that I use to get them over "oh, shucks, it was just little old me" is help. You helped them do this."

The Why Behind The Tip: Of course you are not going to take all the credit, but if you were not involved with that client, would they have stumbled on the right result on their own? Probably not. You were the guide who got them to that end result faster, cleaner and earlier (because if they could have gotten there on their own, they would not have hired you.) Just like the sherpa at Mount Everest, you got them to the summit and back alive. No, you didn't carry them, but you were important in their story of success.

Tip #3: By adding stories, you are helping future clients envision and achieve that future state of success.

Henry shared that people are hardwired for stories, and that helps them retain information and be committed to the journey to their success point. "Neuropsychologists tell us clients make decisions not based on logic, but based on emotion. All trusted advisors can work on the storytelling ability and be a better authority."

The Why Behind The Tip: Part of the journey for your clients is to help them believe that a future state of success is attainable. They have a goal that they can now see is within reach. Because of that, when the strategy to achieve that goal is laid out, they can easily follow that strategy and commit to that path to success. It not only increases their confidence and trust in you, it increases their own internal confidence.

As you build your authority power, be sure to also hone your storytelling skills. Clients are looking for people they can connect with and count on. By sharing your story, you are creating that human connection. And your story matters.

You can watch the full webinar here.