How stories help explain what you do

Photo by Kyle Glenn on Unsplash.

You promise your clients a desirable outcome. But how do you explain what you offer?

For instance, let’s say you’ve got a program promising to help each client “become an engaging speaker.”

Their backstories go like this:

• “Last time I spoke to an audience, the whole experience was a disaster. I froze. I forgot what I was supposed to say. I dropped…