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Persuasive Storytelling

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

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Persuasive Storytelling 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.

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

Frequently Asked Questions

How can storytelling be persuasive?

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.

What is the persuasive storytelling course?

The persuasive storytelling course is a program designed to teach you the principles of compelling storytelling.

What skills can I learn from storytelling training?

This program provides the skill development required to improve your sales team’s effectiveness. Some of the skills your staff will learn include:

  • How to affect and impact people with persuasive storytelling
  • How to build a storytelling framework that structures your persuasive narrative
  • The ability to arrange the content of your persuasive content for the greatest impact
  • The ability to create and influence emotion through storytelling
  • How to use emotion and metaphors in your storytelling to connect with others
Why is persuasive storytelling training important?

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.

What should I expect from a persuasive storytelling training course?

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:

  • The power of storytelling for persuasion
  • The fundamental objectives of stories
  • The principles of persuasive storytelling
  • How to build a framework for persuasive storytelling
  • How to construct persuasive content
  • And much more
What are the benefits of storytelling for employees?

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.

How does persuasive storytelling impact sales?

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.

How do I register for the storytelling training course?

Visit our website and schedule a consultation to learn more about our training and teaching.

Can your storytelling training experts come to our office?

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.

How long will the storytelling training course take to complete?

The storytelling training course is one session and lasts for 4 hours.

Who Can Use These Resources?

  • 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 storytelling 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
Storytelling testimonail bg

“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