Techniques For Engaging Consumers Through Storytelling

Most creators start with the wrong question. Here's what they should be asking... When Isaac French built Live Oak Lake — a luxury cabin resort that sold for millions — he didn’t start by asking “How do I get more followers?” He started with: “What’s the most remarkable thing I can create?” Here’s the framework he used — and how you can apply it: 1. Design for emotion, not just function “Craftsmanship, design, and storytelling—that’s what moves people. That’s what scales trust.” Anyone can build a functional product or service. Few build something people are emotionally invested in. Isaac obsessed over design details — from the architecture to the texture of the wood — because he knew that’s what guests would remember and talk about. Whether you’re making a course, software, or physical product, ask: → What emotional response do I want my customer to have? → How can my design, branding, and story make them feel that? When your audience feels something, they remember you. 2. Use storytelling to scale trust Isaac didn’t just post polished “final product” shots. He documented the process: sketches, material choices, build challenges, even mistakes. This built trust and anticipation. Stop hiding the messy middle. Share how you’re building, why you’re making certain decisions, and what you’re learning. This transparency turns casual viewers into long-term supporters — people who feel personally invested in your success. The more your audience trusts you, the faster your sales cycles become. 3. Create something press-worthy from day one Most entrepreneurs build, then scramble to find marketing angles. Isaac built marketing hooks into the product — unique architecture, a beautiful location, & a personal founder story. Before you launch, ask: → What makes my project worth talking about? → What’s the “headline” someone could write about it? → If the answer isn’t obvious, tweak your concept until it is. Press and influencers are always looking for a good story — give it to them. 4. Build assets you can sell or scale When Isaac sold Live Oak Lake, the buyer wasn’t just buying cabins — they were buying the brand, media coverage, customer base, and operational systems. Even if you never plan to sell, think like you might. Build assets such as: → An engaged email list → A content library that ranks or gets shared → A productized service or course you can deliver repeatedly These assets give you leverage and optionality down the road. 5. Think beyond the first project Isaac saw Live Oak Lake not as the final chapter, but as the first rep — the experience that would make him unstoppable for his next venture. – ♻️ Share this post if you found it helpful. ➕ Follow me ( Ish Verduzco ) for more posts like this.

Nobody wants to be pitched.  Everyone wants to be understood. Most people think “creating demand” means slick decks  or perfect pitches. But the smartest pros skip the pitch  and start with the person. Here’s how to create curiosity and connection (without selling): 1. Lead with Listening ↳ Use questions to invite storytelling, not just answers. ↳ Ask about goals, pain points, and even past failures. ↳ Then listen like it matters (because it does). 2. Show You Get It ↳ Mirror back what you heard, in their own words. ↳ Try: “Sounds like…” or “What I’m hearing is…” ↳ You’re not just nodding, you’re tracking. 3. Give Before You Get ↳ Offer a timely article, a smart intro, or a sharp insight. ↳ Think: “What would make this moment easier?” ↳ Small gifts = trust accelerators. 4. Leave Room for Curiosity ↳ Don’t info-dump, plant seeds. ↳ Hint at something you could explore together  ↳ Let them ask for more. 5. Keep in Touch (the Thoughtful Way) ↳ Reach out with care, not obligation. ↳ A short note beats a long update. ↳ Frequency matters, but tone matters more. 6. Engage, Don’t Push ↳ Don’t sell the solution, co-create it. ↳ Ask: “Would it help to map this out together?” ↳ That one shift builds ownership and momentum. 7. Share to Serve, Not to Sell ↳ Visibility isn’t about volume, it’s about value. ↳ Be seen where they learn: LinkedIn, events, groups. ↳ Generosity is your best signal. 8. Track What Matters ↳ Don’t wait for revenue to measure success. ↳ Track your early moves: touches, replies, gifts. ↳ That’s your snowball in motion. At the end of the day, you don’t need to pitch  to earn a yes. You just need to help prospects feel seen, safe,  and slightly curious. Now, how easy is that? Which of these 8 will you try first? 👇 Let me know in the comments. 📌Follow Mo Bunnell for client-growth strategies  that don’t feel like selling.

Storytelling is so important, but most reps don't use it enough. Here's an easy way to benefit from the power of storytelling in discovery. One area that many reps feel awkward about is how to start discovery. When done wrong, the transition can feel like starting an interrogation session. You can avoid that feeling by starting discovery with storytelling using a Visual Context Question (VCQ). What's a VCQ? A VCQ is a something that paints a mental picture (visual - V) about a scenario you can create value for (context - C) using a story that ends in a question (question - Q - haha!). Example: "Betty, mind if I ask you a question to start a conversation that helps me understand your situation and/or challenges better? Let's say that you are in a meeting room. Your CEO walks in and looks upset. She grabs a red marker, walks up to the whiteboard, and writes 2 numbers on it. She breaks the marker underlining the second number, then walks out of the room. What did she write on the whiteboard?" Let's break down this VCQ: 1. Did you picture in your mind the CEO and her storming out of the room? You did. It's like me saying "pink elephant." Your mind creates a mental picture. It can't help it. This is more mentally engaging than "What are your top challenges?" which offers no mental picture at all. 2. Subconsciously, your mind included in that mental image the 2 numbers the CEO "wrote" on the board. When I ask you to recall that information, your answer is influenced by the pre-work your brain has done as part of the mental image it's created. 3. This is easily adjustable to other scenarios like "You walk into the break room and 4 of your reps are huddled around the table and are complaining about something. They immediately stop talking when they see you, but what did you overhear?" Create a scenario that makes sense to you but requires a bit of a story. 4. People engage in stories. You create a stronger relationship by kicking off discovery with a story rather than a standard question. It changes the tone and feel of your discovery call. People will lean in more. 5. When you put people in a frame of mind that isn't a discovery call, they'll talk more or with higher quality. Buyers are trained on how to deal with sales people over time. This is a great pattern interrupt that gets you information other people won't get bc buyers go into "I'm going to get sold" buget-protection/risk-aversion/resistant-to-change mode. Sometimes, this technique bombs, but more often than not, it helps you do better discovery, and better discovery creates more wins!

If your story doesn't hit in the first 5 seconds It's Over You don’t get minutes to earn attention anymore. You get moments. That’s why the best ads today don’t start by selling. They start by storytelling, fast. Take this campaign: It opens like a zombie thriller. Not a product demo. Not a stat dump. Not a polished brand shot. But a story that grabs your brain before it even knows what it's watching. So why does it work so well? 📌 It uses genre to create instant tension Within seconds, we’re in a world. It’s not just an ad, it’s a scene. A story. One you can’t look away from. 📌 It anchors emotion before explanation We feel before we understand. That’s what powerful stories do 📌 It educates through narrative By the time we realize the message (synthetic materials take 200+ years to decompose), we’re already emotionally invested. 📌 It aligns cause with creativity This isn’t preachy. It’s precise. The storytelling is the message. The product is the punchline. Want to build content that hits like this? Here’s a storytelling framework to try: 1️⃣ Hook with conflict Every good story starts with tension. Show us something broken, scary, or just plain weird. Make us lean in. 2️⃣ Introduce transformation What changes? What insight or solution comes next? Keep us moving through the arc. 3️⃣ Reveal your message last Don’t start with “what”, start with “why care.” Let the product or idea emerge from the emotion. 4️⃣ Make it feel cinematic Use sound, visuals, pacing, not to show off, but to bring your audience into the moment. 5️⃣ Keep it short, sharp, and story-first We’re in the TikTok era. But attention spans haven’t died, they’ve just gotten pickier. Stories still win. Always. The best storytelling doesn’t sell the product. It sells the belief behind the product. And if you want your brand to rise above the noise Stop pitching. Start telling better stories. #storytelling #branding #sellwithstories #marketingtips I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. Try my other course on LinkedIn Learning: https://lnkd.in/gTh8R5Mc 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

Your product is not boring, Your way of selling is. Have you ever watched a commercial that made you feel connected to your community? This cement ad does just that, and it’s truly inspiring. This cement company has captured attention for its innovative storytelling and emotional resonance, showcasing how even "boring" industries can create impactful narratives. Here’s a breakdown of what makes this advertisement exceptional and why every marketer should take note. 1. Engaging Hook The commercial opens with a scene that sparks empathy. Viewers relate to seeing a visually impaired person navigating the streets. This connection makes the audience curious about solutions in their own cities. 2. Compelling Story Structure The story has a clear goal of helping visually impaired people reach their destinations. The challenge is the absence of a navigational system. This relatable conflict keeps viewers engaged. 3. Character-Driven Approach Sol, the cement company, becomes a character in the story. This humanizes the brand and makes it memorable. Sol helps the protagonist (the visually impaired person) overcome obstacles. 4. Element of Surprise At 55 seconds in, the ad introduces a clever solution for the visually impaired. This twist captivates viewers and showcases the brand's creativity. It reinforces that traditional industries can make a real difference. 5. Human-Centric Focus The ad features real people in Peru navigating their streets. This focus on human stories makes the message relatable and impactful. It highlights the brand's commitment to improving lives. 6. Strong CTA The ad concludes with a clear message: people are at the center of the story. Obstacles are overcome, and the impact is clear. This leaves viewers feeling hopeful and inspired. This cement company's advertisement demonstrates how effective storytelling can elevate a brand's message. Video Credit: Sightwalks- Cemento Sol/ Circus Grey Perú Youtube #Advertisement #Marketing #DTC #Ads

Without the right framing, your message vanishes. 🫠 Research shows the human brain forgets 70% of new information within 24 hours. The Ebbinghaus Forgetting Curve isn't just theory. It's why your brilliant ideas get lost. Master storytellers know a secret: Structure creates cognitive tension that fights natural memory decay. 6 storytelling tactics to make your point unforgettable: 1️⃣ 𝗝𝘂𝘅𝘁𝗮𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 - Create stark contrasts that simplify complexity - Makes change feel tangible - Example: "Last year we chased customers. This year, customers chase us." 2️⃣ 𝗣𝗮𝘁𝘁𝗲𝗿𝗻 𝗗𝗶𝘀𝗿𝘂𝗽𝘁𝗶𝗼𝗻 - Set a rhythm, then intentionally break it - Our brains are wired to notice the unexpected - When patterns shatter, attention spikes - Example: "The best way to sell... is not to sell." 3️⃣ 𝗥𝗲𝘃𝗲𝗿𝘀𝗲 𝗖𝗵𝗿𝗼𝗻𝗼𝗹𝗼𝗴𝘆 - Start with the results, then explain the journey - Hooks curiosity from the first moment - Example: “Today, 92% of users complete onboarding in under 10 minutes. Three months ago? Less than 50%. Here's how we got there…" 4️⃣ 𝗢𝗻𝗲-𝗪𝗼𝗿𝗱 𝗧𝗵𝗲𝗺𝗲 - Build your entire narrative around a single term - Weave it through every point and example - Creates unity that makes your message stick - Example: "Everything great happens on the 𝘦𝘥𝘨𝘦 — 𝘦𝘥𝘨𝘦 of comfort zone, consumer demand, and innovation. We must sharpen the 𝘦𝘥𝘨𝘦 together as a firm." 5️⃣ 𝗔𝗻𝗮𝗹𝗼𝗴𝘆 𝗖𝗵𝗮𝗶𝗻𝘀 - Start simple, then layer sophistication - Makes complex concepts instantly graspable - Each analogy builds on the previous one - Example: "Leadership is like conducting an orchestra. Each musician has a unique instrument (skills). The conductor sets the rhythm (direction). And orchestration is the key (teamwork)." 6️⃣ 𝗦𝗶𝗹𝗲𝗻𝘁 𝗕𝗲𝗮𝘁 - Drop a bombshell, then... pause - Let tension hang in the air - Gives weight to your most important points - Allows emotional processing of difficult truths - Example: "50% of our revenue will vanish if we don't act." (pause for 3 seconds) Which technique will you try in your next presentation? ♻️ Find this valuable? Repost to help others. Follow me for posts on leadership, learning, and excellence. 📌 Want free PDFs of this and my top cheat sheets? You can find them here: https://lnkd.in/g2t-cU8P Hi 👋 I'm Vince, CEO of Sparkwise. I help orgs scale excellence at a fraction of the cost by automating live group learning, practice, and application. Check out our topic library: https://lnkd.in/gKbXp_Av

A client recently told me, “We’ve always done things this way, but now nothing’s clicking. What changed?” The answer is simple: The market evolved. Customer behaviors shifted. But their strategy didn’t adapt. Once we reevaluated their strategy, we made some key adjustments, and the impact was immediate: engagement spiked by 35%, inbound leads doubled, and they secured their largest deal to date. B2B doesn’t have to be cold or formulaic. Sales and marketing should never feel like a one-sided pitch. They’re about building authentic, human connections. I like to call this the “Connection-Driven Growth Approach.” Here’s how you can apply it: 🔸Listen First, Talk Later • Instead of pushing your message right away, start by listening to what your audience needs and struggles with. • Understand their challenges to craft a solution that resonates. How this helps: Builds trust and helps you tailor your messaging to what actually matters to them. 🔸Be Transparent and Authentic • Show your true values by sharing behind-the-scenes content, and admit when things go wrong. • Let your audience see the human side of your brand—people connect with authenticity. How this helps: Builds rapport and makes your brand more relatable and trustworthy. 🔸Share Stories, Not Just Stats • Use stories that showcase how your product or service makes a real difference in people’s lives. • Focus on the emotional connection your product creates, not just features. How this helps: Makes your brand more memorable and emotionally engaging, fostering a deeper connection. 🔸Engage in Meaningful Conversations • Don’t just broadcast—respond to comments, ask questions, and participate in discussions. • Show genuine interest in your audience’s opinions and experiences. How this helps: Encourages more engagement, builds relationships, and helps turn followers into loyal customers. 🔸Focus on Value, Not Sales • Share helpful tips, educational content, or useful resources before ever trying to sell. • Provide real solutions to your audience’s problems, not just your product. How this helps: Builds trust, adds value to your audience’s lives, and leads to long-term relationships that convert into sales. The truth? Growth doesn’t come from pushing products. It comes from fostering relationships and delivering real value. What’s one way you’re building connections in your marketing right now? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Some brands stick in your mind while most don’t. Why is that?   It’s because brands are about more than just the products or services you offer.   They’re about the stories they tell that connect with your target audience.   Behind every successful marketing strategy is a brand with a compelling narrative.   And it’s that narrative that breathes life into your business.   At a time when attention spans can be measured in nano seconds, powerful storytelling is “sticky” and will make your brand memorable.   Here are 4 ways you can use storytelling to build your brand:   ✅𝐒𝐇𝐀𝐑𝐄 𝐀 𝐂𝐑𝐈𝐓𝐈𝐂𝐀𝐋 𝐏𝐑𝐎𝐁𝐋𝐄𝐌 𝐘𝐎𝐔 𝐒𝐎𝐋𝐕𝐄𝐃   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Warby Parker developed a compelling narrative by addressing the exorbitant price of eyeglasses and the lack of transparency in the eyewear industry. By blending style with low prices and providing a free pair of glasses to someone in need for every pair sold, they crafted a brand story around affordability, style, and, social responsibility.   ✅𝐄𝐗𝐏𝐋𝐀𝐈𝐍 𝐘𝐎𝐔𝐑 𝐈𝐍𝐒𝐏𝐈𝐑𝐀𝐓𝐈𝐎𝐍 𝐅𝐎𝐑 𝐁𝐄𝐈𝐍𝐆 𝐈𝐍 𝐁𝐔𝐒𝐈𝐍𝐄𝐒𝐒   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Patagonia’s inspiration extends beyond profit. They are committed to environmental activism and sustainability. Founded by avid outdoor enthusiasts, the company’s passion for preserving nature and promoting responsible consumption has shaped their brand narrative and earned them a dedicated following of environmentally conscious consumers.   ✅𝐒𝐇𝐎𝐖 𝐇𝐎𝐖 𝐘𝐎𝐔’𝐑𝐄 𝐃𝐈𝐅𝐅𝐄𝐑𝐄𝐍𝐓   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Trader Joe’s has set themselves apart from other grocers with a selection that features unique private-label products and a customer-centric shopping experience. Their flyers don’t promote sales but rather introduce exciting and intriguing new items that spark their customers’ imagination and keep them coming back.   ✅𝐂𝐄𝐋𝐄𝐁𝐑𝐀𝐓𝐄 𝐀 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐒𝐓𝐎𝐑𝐘   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: IKEA’s Home Visits series showcases real-life homes and the creative ways customers have personalized their living spaces using IKEA products. They have built a brand narrative that inspires customers to re-imagine their own homes by finding inspiration in the stories of others.   Each of these companies demonstrate how compelling narratives and authentic storytelling can position a brand to be a source of inspiration, advocacy and/or meaningful experiences.   An authentic and relevant story can become your brand’s most valuable asset.   Think about the brands you love and what draws you to them. Chances are it’s not just what they sell, but the stories they tell.   Illustration: Unknown   Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #CEO #EmotionalIntelligence

Telling a compelling story with UX research has nothing to do with flair and everything to do with function, empathy, and influence. One of the most critical yet underappreciated lessons in UX and product work - beautifully articulated in It’s Our Research by Tomer Sharon - is that research doesn’t succeed just because it’s rigorous or well-designed. It succeeds when its insights are heard, understood, remembered, and acted upon. We need to stop treating communication as an afterthought. The way we present research is just as important as the research itself. Storytelling in UX is not decoration - it’s a core deliverable. If your goal is to shape decisions rather than just share findings, the first step is to design your communication with the same care you give your methods. That means understanding the mindset of your stakeholders: what they care about, how they process information, and what pressures they’re facing. Storytelling in this context isn’t about performance - it’s about empathy. The insight must also be portable. It needs to survive the room and be retold accurately across meetings, conversations, and documents. If your findings require lengthy explanations or rely too heavily on charts without clear conclusions, the message will fade. Use strong framing, clear takeaways, and repeatable phrases. Make it memorable. Avoid leading with your process. Stakeholders care far less about your methods than they do about the problems they’re trying to solve. Lead with the tension - what’s broken, what’s at risk, what’s creating friction. Only then show what you learned and what opportunities emerged. Research becomes powerful when it forecasts outcomes, not just reports behaviors. What will it cost the business to ignore this behavior? What might change if we take action? When we can answer these questions, research earns its place at the strategy table. Treat your report like a prototype. Will it be used? Will it help others make decisions? Does it resonate emotionally and strategically? If not, iterate. Use narrative elements, embed user moments, bring in supporting visuals, and structure it in a way that guides action. Finally, stop thinking of the share-out as a one-way street. Facilitate instead of presenting. Invite stakeholders to interpret, ask questions, and explore implications with you. When they co-create meaning, they take ownership-and that leads to real action. Research only creates value when it moves people. Insights are not enough on their own. What matters is the clarity and conviction with which they are communicated.

Storytelling should be a required course for every student and professional. Because it’s the only way to truly change minds. When I first began writing, I realized that without a story, my words only reached the intellect. To truly resonate, writing must touch both the head and the heart. As I began teaching writing, I realized few people truly were taught how to weave story into their writing — especially when writing articles, posts, or books. Here are seven techniques I teach to help weave storytelling into anything you write: 1. Start with a Hook: Your opening lines are your first, and sometimes only, chance to grab your reader's attention. Use an intriguing question, a surprising fact, or a vivid scene to draw them in. 2. Show, Don't Tell: Rather than stating facts or feelings, show them through actions, dialogue, and sensory details. This technique helps readers experience the story rather than just reading it. 3. Create Relatable Characters: Real people are actually characters to those of us who don’t know them. Treat them that way to your readers, and describe them in ways that bring them to life, whether your spouse, boss, or colleague is a character in your story. 4. Build a Compelling Plot: Stories need something to happen —- action. Use conflict and tension to create suspense and propel your story forward. 5. Use Vivid Descriptions: Paint a picture with your words. Descriptions should be vivid but relevant, enhancing the story without overshadowing it. 6. Include Dialogue: Dialogue brings life to your writing. It's a powerful tool for revealing character traits, advancing the plot, and adding realism. 7. Create a Satisfying Conclusion: Your ending should tie up loose ends and leave the reader with something to think about. A great conclusion makes the journey worthwhile. From Theory to Practice In my own journey, whether writing 'Super Mentors' or 'Pennymores', I've learned that storytelling is not just about entertaining. It's a tool for conveying ideas, sharing experiences, and connecting deeply with your audience. Remember, the most effective writing doesn’t just speak to the mind; it speaks to the heart. By mastering storytelling, you’re not just a writer; you become a storyteller, leaving a lasting impact on your readers. Now, it's your turn. Take these principles and weave them into your next piece. Watch as your words gain power and your stories leave imprints on the hearts of your readers. #StorytellingInWriting #NarrativeTechniques #EngagingContent #HeartfeltWriting 📖💡