Start with the Story: How to Win Hearts, Minds, and Business with Intentional Storytelling
Most people agree stories are powerful.
So why do we default to facts, stats, and frameworks when it’s time to pitch an idea, write a post, or deliver a talk?
Because it feels safer. More “professional.” Less vulnerable.
And that’s exactly why people tune out.
In our recent masterclass Facts Tell, Stories Sell, storytelling coach Francisco Mahfuz unpacked a powerful reminder:
Data can convince. But only stories can connect.
As Community Coordinator at The Speaker Path, I wanted to capture some of the sharpest takeaways from that session - and show how you can use storytelling in your content, pitches, meetings, and more.
To watch the full masterclass, log into the Speaker Path community and access the talk in the video vault.
If you’re not a Speaker Path member yet, join here.
1. Why Facts Don’t Land
Here’s the challenge: you talk about how thousands of people are denied their employment rights every year. It’s unjust. But it doesn’t hit.
But talk about how your partner was shamed and shortchanged by their employer as they tried to resign.
That gets under your listener’s skin!
Why? Because we’re wired to feel for people - not percentages.
“Reason leads to conclusions. Emotion leads to action.” - Donald Calne
If your message only appeals to logic, you’ll win polite nods. If it feels like something real?
That’s when people act.
2. If We Know Stories Work, Why Don’t We Use Them?
In the session, one question landed hard:
How many of you believe in storytelling, but rarely use it?
Most hands went up.
The common reasons?
“I don’t have a good story.”
“Stories don’t fit in my field.”
“I don’t have time.”
“I’m not sure which story to tell.”
Fair. But fixable. Here’s how:
3. The Easiest Way to Build a Story Bank
You now have Homework for Life (created by Matthew Dicks).
Every day, ask: If I had to tell one story from today, what would it be?
Not journaling. Just noticing.
Could be something you saw, said, felt, remembered. Write one moment down (just what happened, not the actual story).
Over time, you build a personal bank of raw material.
Most aren’t epic. But many are useful. And all are yours.
4. The 4-Part Story Structure That Works Anywhere
Business storytelling isn’t theater. You don’t need twists and villains.
You need clarity.
Keep it simple:
Before – life was this way
But – something happened, something unexpected (usually a problem)
So – you had to do something about it
After – life is different
It works in keynotes. In 1:1s. In sales decks.
“Bob is just like you. Bob had a problem. Bob felt bad. Then Bob found a solution. Now Bob feels better.”
Keep it human. Keep it real. That’s what sticks.
5. Your Origin Story = Your Most Underrated Sales Tool
Most pitches start with features. Great pitches start with why you care.
Think about Spider-Man:
Being bitten by the radioactive spider gave Peter Parker power, but it was the pain of watching his Uncle Ben die (killed by a criminal Peter could’ve stopped) that gave him a reason to fight crime.
The Pain: Something in the world that’s broken (that your audience will relate to)
The Power: How you can fix it
Think Airbnb. The early story isn’t “two guys rented out air mattresses.” It’s: cereal boxes to make rent, bad photos tanking bookings, 500 days of no traction. Then it worked.
That’s what investors bought into. Not the model - the grit.
Tell that story. Don’t lead with your “model.” Lead with the messy, human story.
That’s what people buy into.
6. Want More Reach on Social? Use This Formula
If you write for LinkedIn or newsletters, the formula is simple:
Story → Takeaway → CTA
Share something real (a moment, not a performance)
Tie it to an idea (leadership, business, change)
Close with a nudge (a shift in thinking, not a pitch)
The best posts? A conversation with your kid. Something you noticed on a walk.
Start with real life. Then land the point.
7. In Sales? Lead with a Story, Not a Slide
A good pitch isn’t a list. It’s a moment your audience can see themselves in.
Start with the story that
Names the pain (what’s not working)
Shows your power (what you bring)
Illustrate the change (how life’s better now)
Swap in your own experience, and your offer suddenly has stakes.
8. Using Stories in Client Conversations
Don’t wait for the stage. Some of your best stories should show up in 1:1 meetings.
Try this:
Tell a story about someone “just like them”
Include the struggle and the objection (time, price, risk)
Let the story neutralize the concern before it’s voiced
And if they ask, “Why do you do this work?”
Don’t talk in mission statements. Share a story.
Of the moment you left. Or the thing that didn’t sit right.
That’s what makes your work matter.
9. What About Data?
Think of it this way: The story is the arrowhead. The data is the force behind it.
Want to make a case? Start with the story, then bring the data. Lead with the experience, follow with the evidence.
Big data clarifies. Small stories persuade.
10. How to Keep It Short (and Respect the Room)
Worried your story will drag?
Stick to 1–3 minutes
Start as close to the end as possible
Cut what doesn’t serve the point
Use dialogue (not explanation) to speed things up
No one ever complained a story was too short.
Final Thought: They’ll Tell Themselves a Story - Give Them the Right One
Your audience will create a story in their head. About you. Your offer. Your work.
So why not give them one that’s true?
One that shows your stakes. Your care. Your clarity.
If you’re not sure where to start, start here:
A time you got it wrong.
A moment you changed your mind.
Something small that made you feel big.
Write it down. That’s your story.
And it might be the reason someone says yes.
Want to get better at telling the stories that actually land?
Join us June 5 at 11am ET for a live training inside The SpeakerPath® Community:
Storytelling for Speakers: Find and Tell the Stories You Need
Led by storytelling coach Francisco Mahfuz, we’ll cover how to choose the right story—and tell it in a way that connects.
I’m scrolling through my feed when I see it again: another 'professional' venting about clients expecting top-quality work for pennies—or worse, for free.
“Why don’t clients value our work?!” the post reads. “It’s like they think I should be grateful for exposure! I’ve spent years perfecting my craft, and they still ask me to work for next to nothing!”
I shake my head and start to scroll by, but I just can't let it go. This problem is SO easily solved, and it starts by asking yourself a simple question:
"Is there anyone else in my market doing similar work and getting paid more?"