The Shoplifting Story

Don Connelly audio blog post

You’ve probably heard me in the past talk about a book called ‘Whoever Tells the Best Story Wins’ by Annette Simmons. It was really designed for bosses to sell themselves to employees but anyone who is selling themselves should read this book. The author makes the point that we really need six stories. The most important one being the ‘Who I am’ story. because people don’t care what we know, they care about who we are. Can they trust us? The second most important story she mentions is the ‘Why am I here’ story. Why am I doing this?

Listen to this audio post or read the transcript below to learn why the ‘Why I am here’ story is so important when communicating with clients and to hear a very emotional story that an Advisor from Texas tells his prospective clients.

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8 Stories to Help You Build Trust and Open Accounts

8 Stories to Help You Build Trust and Open Accounts

As you might know already, I’m a big believer in telling a story.

As I write this, it’s presidential campaign season. The candidates are all about telling their stories. They want to get their preferred narratives out there, in front of voters. Successful candidates are very well rehearsed on these stories. They constantly make references to these stories, in the effort to brand themselves, differentiate themselves from other candidates, and inoculate themselves against attacks from competing candidates and their staffs.


Because it works!

It works in financial services, too.

In fact, it works so well that I don’t want you to have a single story defining you. I want you to have at least eight! And I want you to know them cold.

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Good Stories Don’t Need to Be Long to Be Effective

Don Connelly audio blog post 3

Let me tell you a couple of cool things about stories. For one thing they don’t need to be very long to be effective.

The shortest inaugural address ever was George Washington’s. It was just a hundred and thirty-five words. Now compare that to William Henry Harrison. In 1841, in his inaugural address, Harrison talked for two hours, he said 9000 words, and it was freezing. A month later, he died of a cold and pneumonia.

Watch this video or read the transcript below to learn more about short stories effectiveness and to hear a couple of stories from Don.

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