FREE COURSES
Persuasive Storytelling
Learn the skills needed to create persuasive and memorable stories that capture people’s attention.
SLIDES, EXERCISES & VIDEO RESOURCES
The business world is becoming increasingly noisy. With social media, social sales, and the need to get attention, it’s become more challenging than ever to stand out in a sea of competition. So many of the things we hear from companies sound the same. To succeed in this kind of market, one of the best skills you can develop is your storytelling abilities. Good stories capture our attention and shape how we feel. They affect our emotions and change the way we see things.
As Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
This storytelling course is designed to introduce you to the principles of persuasive storytelling and for you to know the components of what makes a persuasive story work. We will teach you how to: understand the objectives of your story, develop a framework that drives persuasive storytelling, develop persuasive content, and use emotion.
Complete the Persuasive Storytelling Training Certificate and earn a verified digital badge from Negotiations Ninja. Add it to LinkedIn, social network, or your resume to showcase your negotiation expertise and stand out.
— Persuasive Storytelling Training Badge
— Persuasive Storytelling Training Certificate
Lay the foundation for mastering the art of persuasive storytelling and discover how to use narrative as a powerful tool for influence. Explore why storytelling is essential in every professional context and how emotion, relatability, and structure shape the way people think and decide. Learn the psychology behind effective stories, including how the brain responds to narrative and why emotion drives action more than logic. Uncover the key elements of every compelling story including characters, plot, conflict, climax, and resolution, and understand how to open with a strong hook, pace your message for engagement, and evoke emotional connection. Build the skills to craft stories that captivate attention, inspire trust, and move audiences to act.
Sharpen your storytelling strategy by defining a clear objective and tailoring every element to serve it. Learn to set measurable, time-bound goals and align content to persuade, inspire, or inform while mapping message, call to action, and proof to your audience’s needs. Build accurate personas to uncover pain points and desires so your narrative feels immediately relevant. Elevate impact through authenticity, relatability, and strong structure, then refine your craft with deliberate practice and feedback. Develop the three core characters of persuasive narratives the audience-as-hero, a credible antagonist that embodies the challenge, and you as the guide who leads them forward. Design meaningful conflict and a satisfying resolution, and keep engagement high with compelling openings, purposeful pacing, escalating obstacles, and occasional, believable twists that sustain tension and move audiences to act.
Build advanced storytelling mastery by uniting structure, emotion, and persuasive strategy. Learn to shape narratives with a clear story arc from setup to conflict to resolution, then keep momentum with smooth pacing, consistent tone, and purposeful transitions. Activate emotion with vivid sensory detail and authentic delivery, and use audience-appropriate metaphors to make complex ideas instantly relatable. Integrate social proof, reciprocity, and scarcity inside your character journey to increase credibility and motivate action. Finish by consolidating your framework into a repeatable practice you can refine with feedback, so your stories stay current, memorable, and consistently persuasive in real-world conversations.
When done correctly, storytelling makes your message easier to understand. As a result, the value of what you’re attempting to communicate comes across more clearly. Moreover, a good story engages the imagination and helps establish a connection between you and your prospect, which consequently garners trust and believability.
The persuasive storytelling course is a program designed to teach you the principles of compelling storytelling.
This program provides the skill development required to improve your sales team’s effectiveness. Some of the skills your staff will learn include:
In our increasingly interconnected world, companies and enterprises seem to be continually parroting the same talking points. As a result, the ability to stand out is becoming more essential than ever. To increase your chances of success, you need to develop the skill of storytelling to help separate yourself and your brand from the plethora of others competing for the same eyes and attention as you. And storytelling training is a powerful tool that can help you accomplish this.
Our persuasive storytelling course curriculum offers a framework that enables your team to learn efficiently and effectively. In this course, you can expect to learn:
Storytelling can benefit your employees in many ways: It helps them relate to one another, learn important workplace lessons faster, and better embody the company culture in their daily responsibilities during business hours.
Storytelling is a powerful tool and persuasive technique. People buy based on emotions and use logic and reason to justify the purchase; stories captivate human emotions, which, as a result, establishes rapport and creates an emotional connection with your prospects. So rather than dealing with facts and logic, strong storytelling evokes emotion, which is far more effective for persuasion and sales.
Visit our website and schedule a consultation to learn more about our training and teaching.
Yes. We offer several methods by which our experts can instruct and educate your team. First is our in-person private closed-enrollment events, where one of our experts delivers training at your office (please note that travel expenses are extra). Second is our private virtual closed-enrollment events, where one of our experts provides training to your team via Zoom. Third is our public in-person open-enrollment event, which occurs at the University of Calgary campus downtown, open to everyone. And fourth is our public virtual open-enrollment training delivered via Zoom, where again, anyone can join from anywhere as long as they have a computer and internet connection.
The storytelling training course is one session and lasts for 4 hours.
Upon completing this program, you will be able to:
In the storytelling training, we focus on the development of key skills related to building persuasive stories where we will cover:
“Highly, highly recommend Mark and his approach to negotiations.”
“My team and I had the pleasure to sit with Mark Raffan today and learn – refresh our negotiations strategy, techniques and tactics. What a great session – better applicability than honestly any session I’ve participated in before. Highly, highly recommend Mark and his approach to negotiations. Well done!!!”
— Greg Tennyson, Chief Procurement Officer at VSP Global
