A prospective client is sitting in your office, telling you about their situation. You listen, ask questions, tell them what you think, and share a story about a client who had a similar situation. You tell them what you did for them and how it worked out.

Your analysis and opinion help them to better understand their problem and the possible solutions. Your story inspires them or comforts them, and convinces them that you can help.

And they sign up.

Well done.

Another example of the adage, “Facts tell but stories sell.”

You see another prospective client with a similar problem. You tell them what you think and share the same story. They don’t relate to your story but hire you anyway, because they like how you explained the law and what you advised them to do made sense.

People are different. Some people won’t relate to some of your stories.

No matter how many other people do.

I bought a book the other day. It has hundreds of 5 star reviews. Many of the reviewers mentioned how they loved the author’s stories. One said, “I really liked the motivational stories, they added depth and background to the theme of the book which is to find ways to start.”

Another reviewer didn’t like the stories. He gave the book 1 star and asked, “Can I get a refund?” He said, “If I wanted to know his life story I would have just read his blogs.”

Some do, some don’t.

Lessons:

1. Encourage feedback from your clients and readers. You want to hear what they like and don’t like, about your stories and all of your content. They may relate to your stories but think you have too many or they are too long. Or they might love your stories and want more.
2. Sometimes, one story is enough; sometimes, two or three is the right number. Some people will like certain stories more than others. Keep a file of stories you can use in different situations. Experiment to find the right stories and the right number.
3. Don’t leave out the meat and potatoes. Talk about the facts, the law, the procedure, and use stories to illustrate your points. People make decisions, e.g., to hire you, based on emotions, and justify their decision based on logic, e.g., the facts. You need both.

Finally, practice your delivery. There’s nothing worse than a good story that goes too long or misses the point. There’s nothing better than an average story that is well told.