Tell the Best Story

“Whoever tells the best story wins.”

— Annette Simmons

This week, I want us to revisit something we’ve talked about before: the power of story.

**We know storytelling matters, but I think many of us—including me—still have room to grow in actually using it.**

Let me give you THREE things to think about:

ONE: Stories stick.

Information without a story is quickly forgotten, while information wrapped in a story is far more likely to be remembered.

Think about it. You may not remember the statistics from the last presentation you heard, but you probably remember the story.

We remember meaning, and stories create meaning.

TWO: Attention is harder to get than ever.

The first digital display ad appeared in 1994 and reportedly generated a remarkable 44% click-through rate.

Today, the average click-through rate across all industries is 0.35%.

Why? It was new in 1994.

Today, our clients are bombarded with advertising, emails, posts, reels and notifications all day long.

The lesson isn't to abandon social media. It's to recognize that we can't depend on one channel to tell our story.

We have to become better storytellers wherever we show up.

THREE: Stories make information matter.

Statistics alone are easily forgotten.

Add an anecdote or story, and suddenly the information becomes personal—and memorable.

Every Sunday, when we leave church, we often comment on what a great communicator our pastor is.

Why?

Because he communicates primarily through telling stories.

Some are funny. Some are sad. Some make us think. But they all hold our attention.

Why? Stories.

In a digital world overflowing with noise, I believe storytelling may be one of our greatest advantages.

Everyone is posting.
Everyone is selling.
Everyone is trying to get attention.

So don't just create more social media content...tell better stories.

Tell stories about your clients. Your why. Relationships. The little moments that mean everything.

Three other areas where we use stories. Learn them, memorize them and then, use them!

1. The Design Appointment...learn your clients' stories along with details about them and keep it handy for the session.

Tim always says when he knows the story, he is a better photographer to understand what to capture.

2. The Session...use the stories you learned to help you hold attention of younger children or relate to everyone in the image.

3. The Selection Appointment...tell stories to overcome objections or provide answers with your real life stories that illustrate answers.

And perhaps that is what people need most in a world increasingly connected by technology: a genuine human connection.

Our clients don't just want to be communicated to—they want to be known, heard, and connected with.

We have an opportunity to put the human back into human connection.

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Tell the Best Story

“Whoever tells the best story wins.”

— Annette Simmons

This week, I want us to revisit something we’ve talked about before: the power of story.

We know storytelling matters, but I think many of us—including me—still have room to grow in actually using it.

Let me give you THREE things to think about:

ONE: Stories stick.

Information without a story is quickly forgotten, while information wrapped in a story is far more likely to be remembered.

Think about it. You may not remember the statistics from the last presentation you heard, but you probably remember the story.

We remember meaning, and stories create meaning.

TWO: Attention is harder to get than ever.

The first digital display ad appeared in 1994 and reportedly generated a remarkable 44% click-through rate.

Today, the average click-through rate across all industries is 0.35%.

Why? It was new in 1994.

Today, our clients are bombarded with advertising, emails, posts, reels and notifications all day long.

The lesson isn't to abandon social media. It's to recognize that we can't depend on one channel to tell our story.

We have to become better storytellers wherever we show up.

THREE: Stories make information matter.

Statistics alone are easily forgotten.

Add an anecdote or story, and suddenly the information becomes personal—and memorable.

Every Sunday, when we leave church, we often comment on what a great communicator our pastor is.

Why?

Because he communicates primarily through telling stories.

Some are funny. Some are sad. Some make us think. But they all hold our attention.

Why? Stories.

In a digital world overflowing with noise, I believe storytelling may be one of our greatest advantages.

Everyone is posting.Everyone is selling.Everyone is trying to get attention.

So don't just create more social media content...tell better stories.

Tell stories about your clients. Your why. Relationships. The little moments that mean everything.

Three other areas where we use stories. Learn them, memorize them and then, use them!

1. The Design Appointment...learn your clients' stories along with details about them and keep it handy for the session.

Tim always says when he knows the story, he is a better photographer to understand what to capture.

2. The Session...use the stories you learned to help you hold attention of younger children or relate to everyone in the image.

3. The Selection Appointment...tell stories to overcome objections or provide answers with your real life stories that illustrate answers.

And perhaps that is what people need most in a world increasingly connected by technology: a genuine human connection.

Our clients don't just want to be communicated to—they want to be known, heard, and connected with.

We have an opportunity to put the human back into human connection.

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Tim Walden

**We know storytelling matters, but I think many of us—including me—still have room to grow in actually using it.**

Everyone is posting.
Everyone is selling.
Everyone is trying to get attention.