better speaking skills » Which Business Story is Right for You?

Which Business Story is Right for You?

by | Jul 19, 2019 | 0 comments

Have you been told to add stories to your business presentations? OK, what do you do next? You should take two steps in the right direction. Step #1: Choose the type of story you want to tell. Step #2: Hit all three H.A.H. goals.

If you’re a professional, executive or business owner, there are three types of stories you can tell to make a deeper connection with your audience. The type of story you choose to share, depends on what you want your audience to do when you’re finished. Let me explain:

• WHY: The “Why Story” tells your audience what motivates you to do what you do (start a business or lead a project). Tell this story if you want your audience to care about you, your business or your project. Share an example that illustrates why you care about your audience and their problems. Every business owner needs a “Why Story”.

• DESIRE: The “Desire Story” makes your audience want the results you talked about in your story. First, you describe a problem the audience has, then you fast-forward to the current situation (the problem was fixed) and finally you explain that the problem was resolved by your solution (a product/process/service). Tell this story if you want your audience to buy your solution. If you are in sales, you need a “Desire Story” to demonstrate the power of your product/service.

• LESSON: The “Teach a Lesson Story” makes a point that you want to drive home to your audience. This story makes your message more memorable and illustrates a key point you’re making. Tell this story when you want your audience to see and feel the point you’re talking about. Every presentation should have a “Teach a Lesson Story”.

After you select a story type, make sure it hits all three H.A.H. goals. Whatever story you tell, you must engage your audience’s head (mentally), inspire them to take action (support your project or buy your product/service), and touch their heart (create an emotional connection). For example:

• HEAD: Your story must have ideas and characters that capture the imagination of your audience, so they’ll remember your message.

• ACTION: Your story should inspire your audience to take the next step with you (join your project, sign up for your service or buy your product). Your story should move your listeners to take action.

• HEART: Your story should get an emotional response from your audience. Make your audience have strong feelings (such as laughter, compassion, excitement, anger) and care about the characters/message in your story.

If you need help deciding which story type works best for you, fill out the Contact Us page at

Rosalyn Porter

Rosalyn Porter

Rosalyn Gist Porter, MBA, founded Better Speaking Skills after more than 20 years in corporate communications as a manager, writer, and editor, for major corporations such as Lockheed Martin. Today, she helps coaches, business owners, executives, salespeople, sales teams, and other professionals increase sales, confidence, and influence with powerful public speaking and presentation skills! Rosalyn is Certified World Class Speaking Coach and a proud member of the Hispanic Chamber of Commerce of Metro Orlando.

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