Want to Inspire Action? Tell Better Stories.

Stories are one of the most powerful tools in business. They help people understand what you do, see the value you provide, and feel connected to your work.

But telling a great story isn’t just about sharing facts. It’s about structure.

If you want to tell a success story that grabs attention and inspires action, focus on three key parts:

The Call – Making Your Client the Hero

Every great story starts with a hero facing a challenge. In your stories, that hero isn’t you! It’s your client.

They have a problem that seems difficult, maybe even impossible, to solve. But instead of giving up, they take on the challenge.

Pro Tip: Always make your client the hero, not you. Why? Because when prospects hear your story, they should see themselves in it. If they connect with the hero, they’ll also connect with the idea that you can help them succeed.

This lets you talk about yourself without talking about yourself, since you’re helpfulness and expertise is implied by their success.

Example: Imagine a company struggling with low growth. They knew they needed to improve, but they weren’t sure how. That’s where you came in.

The Conflict – Highlighting the Struggle

This is where things get interesting. Every great story has a moment when the hero faces serious obstacles.

Your client took action, but the road wasn’t easy. Maybe they tried different strategies that didn’t work. Maybe they faced resistance from leadership. Or maybe they had impossible timelines.

This is the moment where your guidance plays a key role. You helped them navigate the challenge, offering insights, support, and expertise to move forward.

Pro Tip: Highlight the smart moves your client made. Show how they took your advice, applied it, and made progress. It’s about their journey, with you as the trusted guide.

Example: At first, the company tried to change its approach, but results were slow. With your help, they refined their strategy, focused on key areas, and started seeing real improvements.

The Conclusion – Showcasing the Lasting Impact

This is the payoff. The big win. But it’s more than just solving the original problem.

A truly great success story has a lasting impact, one that’s much bigger and broader than anyone expected. What changed in the long run? Did your client’s revenue grow? Did they get promoted? Did their company gain industry recognition?

Pro Tip: Look for the unexpected benefits, something emotional and deeply meaningful. Maybe the success sparked promotions, new market opportunities or opened doors they never imagined.

Example: Not only did the company increase sales, but their leadership team gained confidence. They started making bold moves that positioned them as industry leaders. Their success went beyond numbers. It reshaped their entire approach.

Why These Three Parts Matter

Most people skip at least one of these steps.

Sometimes, they forget to set up the hero’s journey. Other times, they don’t include enough struggle to make the win feel meaningful. Or they fail to show the long-term impact.

But when all three parts come together, your story sticks. It connects emotionally, builds credibility, and makes people want to take action.

How to Apply This Today

Think about a recent success story from your work.

Who was the client, and what challenges did they face?
What obstacles did they overcome?
What was the final impact, and how did it go beyond the original goal?

If you can answer these questions, you have a powerful story to tell.

Final Thought

Great stories don’t just inform. They inspire. They make people see what’s possible.

So the next time you talk about your work, don’t just list what you did. Tell a story that makes your audience feel the journey and believe in what’s possible for them.

Now, how do your stories stack up?

P.S.

Check out this episode of Real Relationships Real Revenue, where I take you on a deeper dive into the call, conflict, and conclusion in business.