Last night was the “Sell It With A Story” marketing workshop with Johanna Walker, public speaker and master storyteller. As a business owner, communicating what we do and why we do it is crucial. But how we communicate is just as important as the actual message. How does storytelling help your business? Telling your own story and offering a solution to the problem your clients are having demonstrates your experience and skill in this area.

In case you missed the workshop, here are the top takeaways from the night.

Why Is Storytelling Important?

One of the big reasons we tell stories is because we want to be relatable to our audience. It’s about being able to get out of your head and into your heart and your gut. THAT’s where the story becomes powerful.

  • Telling a story is the best way to make a connection and to convey the message you are trying to convey.
  • Stories show our humanity. Stories connect us with each other.
  • Don’t tell a story for the sake of telling a story.

When you tell your story, it’s really about your audience. It’s about awakening their story and establishing that connection.

Become A Better Storyteller

  • If you want to convince someone else, learn to connect.
  • If you want to motivate people, learn to appeal to their emotion
  • If you want to be a better speaker, learn to be a better listener.

The Journey To YES

  • The story sits in the context of your larger message.
  • What’s the end of the journey? What do you want them to say yes to?
  • Why does it matter to you? Why do you care? When you can communicate why you genuinely care and can translate that authenticity, that connects people to you.
  • What do THEY want? What does your audience want? It might not be the same thing you want. What are their goals, their vision? Why does that matter to them?

The Message Arch

  1. Validate the goal
    1. “I know what you want…”
  2. What’s in the way? Articulate the problem.
    1. According to them
    2. According to you
  3. Share your idea / story / discovery.
  4. Paint a picture of the vision of what’s possible if they say YES.
  5. Call to action. Here’s the action that will get you to that vision, to that thing you want.

Things To Remember


  1. Be unapologetic.
  2. Play at 100%.
  3. Go before you’re ready.
  4. Stay curious – be your own teacher.

Be connected to your body.

Connect your emotion to your voice, face, and body. Your story has emotion, it has change and transformation. You are different at the end of the story than you are at the beginning of the story. Connect with the range of emotion that lives inside of you, and connect that to your voice. Your heart speaks.