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For most of the 190,000 years that humans have been alive on this earth, they’ve learned their most important information, including survival skills, culture, religion, etc., through stories. The human brain, in fact, is wired specifically so that stories, and storytelling, have a much stronger emotional impact than information that’s presented quantitatively or according to some other emotionless structure.

~ marketing guru, Michael Bosworth

It’s the right side of our brain that harbors our creativity and emotions. It’s where storytelling has its impact. People are drawn to telling their personal histories by such deep seated desires as  leaving a legacy, capturing fond memories, or finding meaning in their lives.  They’ll ultimately make a decision to engage your services based on emotional not quantitative information. If you’re not making “storytelling” a part of  your presentation, you’re losing clients. In a BNET interview with Michael Bosworth he says,

The emotional brain is where the ‘aha’ moments happen. Where the “I want that” or “I need that” feelings happen. The buyer has “gut reaction” and an image that allows them to make an emotional decision, such as the decision to trust someone or buy something. They can feel it and see it rather than quantifying.

How can you use storytelling to engage prospective clients?

Here are four tips:

1. Start with a story from your own experience. Your story should convey the delight, poignancy, and impact that life stories can have for individuals and their families. For me, the story I previously wrote, When Small Can Be Profound, about a dying mother and her young child is a powerful reminder of the invaluable  nature of our work.
2. Borrow a story. If  you don’t have a personal story  that suits your needs, then find one that does. For example, in  How a Prehistoric Cave Painting Came to My Rescue, I found symbolism that spoke to my suspicion that storytelling is part of our DNA. Another story I want to use some day is  from James Loewen’s book Lies My Teacher Told Me. He writes that in some African societies,

The recently departed whose time overlapped with people still here are the Sasha, the living dead. They are not wholly dead, for they live on in the memories of the living … when the last person knowing an ancestor dies, that ancestor leaves the Sasha for the Zamani, the dead.

One might say that the Zamani are truly dead for no one currently living knew them. What a powerful reason for ensuring that our loved one’s stories are preserved so that they might continue to live in the hearts of those far into the future.

3. Be a good listener. This shouldn’t be difficult for personal historians. That’s what we do! It’s important to listen for the stories that are behind a person’s interest in hiring you. Ask questions that will help draw these stories out. They might be stories that relate to leaving a recorded legacy or perhaps a document that speaks to their beliefs, values, and wisdom learned. Whatever it is, be assured that there are very real emotional reasons for someone wanting to record a life story.

4. Retell your clients’ stories. In retelling your clients’ stories you not only demonstrate that you’re a good listener but you also help reinforce your clients’ “right brain” reasons for wanting to record a life story. As Michael Bosworth says,

Then, and only then, are you ready to sell, because then you can retell the customer story with a different ending or a new sequel, with your offering playing a role in the story. It’s also useful to have a quiver of “here’s how I’ve helped other people” stories, so that you can help the prospect visualize a future that includes you and your offering.

What of your own experience? Have you used stories to promote your personal history service?

Image by Ronda  Del Boccio

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