EP071: Storytelling for Business – with Faye Fulton

A lot of business leaders think of story as fluff. They favor data over description, believing that a list of merits is enough to connect with a potential client. But data doesn’t make you more likable or trustworthy. Storytelling does.

Faye Fulton is a professional NSA speaker, author and business storytelling consultant. Her expertise lies in training business owners and professionals around what a story entails, the types of stories used in business, and how to leverage the power of strategic storytelling. Faye has 22 years of experience delivering keynotes at conferences, association meetings and business events, and her work has been featured on NPR, among many other media outlets.

On this episode of the RFP Success Show, Faye joins us to discuss storytelling for business, explaining what qualifies as a story—and what does not. She weighs in on why storytelling is more important than data and how stories engage listeners and serve as the ‘fast track to trust.’ Listen in for Faye’s insight on the five different types of stories for business and get her advice on developing your storytelling skills to connect with potential clients!

Key Takeaways

  • How Faye’s childhood in Italy and the US inspired her love of storytelling

  • What a story is NOT (e.g.: a data dump, a mission statement, or a report)

  • Why story is more important than data

  • How Faye defines storytelling for business

  • Why it’s important to integrate stories into business

    • Stories are cocreated (engage listener)

    • Stories are memorable

    • Fast track to trust

    • Brains hardwired for story

    • Emotion trumps logic

    • The five different types of stories for business

      1.      Origin of business or career

      2.      Beginning stories (type of person)

      3.      Inspiring stories

      4.      Value stories

      5.      Customer stories

  • Why people struggle with storytelling for business

  • Faye’s advice for getting started with storytelling

    • Focus on writing skills (precise language)

    • Develop vivid vocabulary

  • How stories help us move from content to connection

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EP072: Making a Strong Emotional Connection in Your Proposal – with Kevin Switaj

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EP070: The Current Climate of Government Purchasing – with Mark Musgrave