Facts tell, but stories sell. While data, features, and logic may explain your product or service, it’s the story behind them that sparks emotion, builds trust, and inspires action. In Stories Sell, Matthew Dicks—master storyteller and author of Storyworthy—teaches business owners, marketers, and leaders how to craft and deliver compelling stories that resonate with audiences. Through practical strategies, he reveals how storytelling can turn a brand into a movement, a product into a must-have, and a pitch into a powerful connection.
🔑 Key Concepts
🎯 The Power of Storytelling in Business
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Stories Drive Emotion, Not Logic – People make decisions emotionally, then justify logically. Stories trigger feelings that facts can’t.
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Stories Build Trust – Sharing authentic experiences humanizes your brand and makes it relatable.
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Stories Create Memory – Listeners forget numbers but remember stories for years.
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Stories Differentiate Brands – In crowded markets, your story is your competitive edge.
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Stories Inspire Action – A well-told story leads naturally to sales, loyalty, or advocacy.
🧠 Elements of a Story That Sells
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The Relatable Hero – Every story needs a protagonist your audience can identify with (often your customer, not you).
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Conflict and Struggle – Struggles create tension; without conflict, there’s no engagement.
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Transformation Arc – A great story shows change: problem → struggle → resolution.
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Emotional Core – Anchor your story around universal emotions (hope, fear, love, pride).
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Clarity and Simplicity – Cut jargon and keep stories straightforward to ensure impact.
⚡ Finding and Crafting Stories
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Harvest Everyday Stories – Big impact comes from small, relatable experiences, not grand tales.
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The “Homework for Life” Method – Record daily moments to uncover hidden story gems.
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Turn Features into Stories – Instead of saying “our software saves time,” tell a customer story of getting home for dinner with their kids.
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Authenticity Beats Perfection – Audiences value honesty over a polished but fake narrative.
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Stories as Social Proof – Share customer success stories as living testimonials.
🗣️ Delivering Stories with Impact
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Start Strong – Grab attention immediately with a hook, question, or conflict.
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Use Vivid Details – Sensory descriptions bring stories to life and make them memorable.
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Keep It Conversational – Speak naturally; avoid “marketing-speak.”
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Pauses Build Power – Strategic pauses let emotions sink in and heighten anticipation.
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End with a Purpose – Close with a call-to-action or takeaway tied to your brand.
🚀 Applying Stories to Business & Branding
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Brand Origin Story – Share why you started your business and the problem you set out to solve.
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Customer Success Stories – Let your clients be the heroes—show how your solution changed their lives.
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Employee Stories – Share behind-the-scenes stories to humanize your team and culture.
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Product Stories – Highlight the journey of creation, innovation, or the values behind your product.
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Vision Stories – Tell stories that connect your mission to the bigger picture and inspire loyalty.
🌱 Long-Term Story Strategy
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Consistency Builds Trust – Tell stories regularly across platforms to reinforce your brand voice.
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Adapt Stories to Channels – Refine stories for speeches, social media, email, or sales calls.
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Collect Stories Continuously – Create a “story bank” to use whenever opportunities arise.
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Empower Your Team to Tell Stories – Everyone in your business should be a storyteller.
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Evolve with Your Audience – Keep stories relevant to your customers’ changing values and needs.
✨ Final Thought
Stories Sell proves that storytelling is not a soft skill—it’s a business superpower. By mastering the art of finding, crafting, and sharing authentic stories, you can connect with your audience on a deeper level, differentiate your brand, and inspire lasting loyalty. In a noisy marketplace, your story isn’t just a message—it’s your most valuable marketing asset.
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