Think about all the emails and sales pages you’ve seen just in this last week, touting a new class, product, or service. Very often businesses will highlight the features and benefits of their latest creation but then fall short because they didn’t include a story.

The art of storytelling in business can be crucial to your success. It can mean the difference between having a sales funnel full of referrals or barely getting a client because you’re connecting with the wrong people. People will spend their money with you only when they know, like, and trust you. What better way to build that relationship than with your storytelling skills.

Of course, your storytelling skills are wasted unless you identify your ideal clients and where to find them. Think too broadly and you’ll attract freebie seekers or others who will request a price reduction. Or you’ll find those who can afford your price point but who don’t want to do the work. Or worse yet, every referral you get you can’t help. Narrow your sights on your ideal client and create a storyboard with their demographics. Where do they live? Are they married? Do they have a family? How old are they? What are their pain points? How can you help them?

By stating these specifics, you will paint a clear picture of who you want to help, who you want to attract into your referral or sales funnels, and where you can find them to start interacting. Focus on building relationships instead of selling products...