My English teachers always told me “show, don’t tell.” I only sort of got it when I was in school. But as I work with people on their elevator speeches, I have seen over and over what my teachers were trying to get at.

Too many people talk about what they do and how wonderful they are. But they don’t show us. And good stories can get the message across far more effectively. We remember stories. They touch our hearts. They set us apart from our competition.

So why don’t more people tell stories? Because it’s harder. It’s easy to list all the things we do. It’s hard to take that same list and turn it into a story. Here’s an example. Which get the message across better?

I work with clients to increase their client base through networking and effective word of mouth marketing. I do that by looking at goals and helping them create a plan to bring in more business. I am really good at what I do, and what sets me apart is how I work really hard to make my clients successful. Please refer me to anyone who is looking to attract more clients.

or

One of my clients is a therapist. When I started working with her, she was seeing 5-7 clients a week. After six months, she was seeing 15-17, and she had raised her rates two times in that period, so she was getting paid what she was worth. Who do you know who isn’t satisfied with the number of clients they are seeing? Refer them to me.

Which one shows instead of telling? Which one demonstrates that I am good at what I do? Which one makes you more likely to refer me?

Remember stories. They are the most effective way to sell yourself and your business.

And tomorrow, I’m going to talk about the magic phrase “Who do you know who” and why it is an excellent way to ask for referrals.