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The Persuasive Storytelling Course

Learn the skills needed to create persuasive and memorable stories that capture people’s attention.

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Persuasive Storytelling Training Course


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 to become a great storyteller. 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 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.

How Long Is It?

One session; 4-hours;

Group Training Limit

Maximum of 25 people per group

How Much Is It?

$495 USD per person

Technology Requirements

(for Virtual Course Only)

  • Zoom (for virtual presentation)
  • WhatsApp (for collaboration)

What’s included?
  • Persuasive storytelling seminar delivered by a certified adult educator with 15 years of sales/marketing/business/public speaking experience
  • Persuasive storytelling templates and tools

Course Schedule

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Who Should Take This Course?

  • Executives, managers, and high-potential leaders from a range of functional areas such as sales, marketing, project management, and operations
  • Experienced business-owners, entrepreneurs, and franchise owners
  • Professionals involved in complex stakeholder relations
  • Professionals involved in mergers and acquisitions

Learning Outcomes

Upon completing this program, you will be able to:

  • Understand storytelling principles
  • Understand how persuasive stories affect people;
  • Build a persuasive storytelling framework to outline your persuasive story;
  • Arrange persuasive content for your persuasive story;
  • Appreciate your story can affect emotion;


In the training, we focus on the development of key skills related to building persuasive stories where we will cover:

  • Why Stories are Persuasive
  • Understanding the Objectives of the Story
  • Persuasive Storytelling Principles
  • Building a Persuasive Story Framework
  • Building Persuasive Content
    • Developing Persuasive Beginning Defining and Selling the Dream
    • Developing a Persuasive Middle and Building the Tension
    • Developing a Powerful Ending and Celebrating Newfound Euphoria
  • Using Emotion and Metaphors
  • Using Principles of Persuasion in your Story

“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