One challenge with business storytelling is making your narrative relevant and actionable for your listeners. If you show them the positive impact of buying your service, then they’ll take action—they’ll buy.
If you don’t, then they won’t change; they’ll keep doing what they’re doing. They won’t buy your product, service, or idea. They’ll miss out on the benefit of your offer; you’ll miss out on creating a new client relationship.
The Clause That Makes The Difference
That’s why the If…Then clause is a powerful storytelling asset.
With this communication tool, the IF serves one of two purposes:
- Sets the stage of potential and promise (example: “If you show them the positive impact of buying your service”…). It’s the scenario that everyone wants to experience.
- Sets up the potential cost or loss (example: If you don’t do this…). It’s the scenario people want to avoid.
The “Then” portion is not just a plot twist; it’s a perspective shift. “Then” either:
- Introduces the must-have transformation (example: “…then they’ll take action—they will buy.”).
- Highlights the specific cost of not taking action (example: “They won’t buy your product, service, or idea. They’ll miss out on the benefit of your offer. You’ll miss out on creating a new client relationship.”)
Not Just A Technique
The “If…Then” structure is more than a formula; it’s a powerful tool that creates a bridge between the current reality and a potential future, either positive or negative. It’s not just about telling a story; it’s about creating a vision that your audience can see, feel, and aspire to achieve.
For storytellers, speakers, and influencers, mastering this structure is like having a secret weapon. It’s the difference between a story that’s heard and forgotten and one that resonates and sparks action.
If you’re looking to elevate your storytelling game, then embrace the “If…Then” clause. It will transform ordinary narratives into extraordinary journeys that inspire action and change.
Schedule a brief call with Michael to discuss how he can make your next presentation irresistible. https://calendly.com/speakingcpr/30-minute-call
Michael’s mission is to help leaders, managers and sales professionals communicate with more confidence, impact, and influence. This passion is born from his own communication difficulties early in his career.
Fortunately, he discovered that public speaking is like riding a bike, swimming or driving a car - it’s a learnable skill. Once he discovered this ‘secret’ he became a voracious student of the craft. He took courses, studied some of the world’s best speakers and storytellers and continues to study presentation and business storytelling skills.
He is hired by companies and organizations, leaders, managers and sales professionals, and TEDx speakers to help them become more confident, impactful and influential communicators.
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