How to win clients with storytelling

Patricia Fripp is a national treasure. She is the go-to expert on using storytelling to improve speeches and sales presentations.

One of my mentors is Patricia Fripp, an award-winning keynote speaker, business presentation expert and speech coach to executives and celebrity speakers. She has great advice for consultants about working stories into your speeches, articles and book chapters.

“Get as many details as you need to make the story interesting,” says Fripp. “As Alfred Hitchcock said, ‘Movies are like life with all the dull parts left out.’”

Meetings and Conventions magazine named Fripp “One of the 10 most electrifying speakers in North America.” She delivers high-energy, high-content, and dramatically memorable presentations. Kiplinger’s Personal Finance identified Patricia Fripp Speaking School as one of the best ways you can invest in your career. As a graduate of the program, I highly concur.

Fripp is known for simplifying and demystifying the process of designing and delivering powerful keynote speeches and sales presentations. Here is Fripp’s formula for story telling:

  • Situation – the problem they had before you did business together
  • Solution – what product, service or advice did you give that solved that problem
  • Success – how has their condition changed…in their words.

“To customize your talks interview ‘heroes’ from your company if you are delivering an internal presentation, or from your client’s ‘heroes’ if they hired you to speak,” says Fripp. “When you interview your ‘hero’ start at the beginning of the incident they are telling you about.”

For more on ideas on storytelling, see Fripp’s Web site at

About Henry DeVries

Best-selling author and “marketing with a book” expert Henry DeVries is an authority on typing and talking: how to maximize revenues by writing books and making speeches. He speaks to thousands of business leaders, professionals, and consultants each year, teaching them successful tactics that shine a spotlight on their company, cause, or career. Along with his best-selling books — Self-Marketing Secrets, Client Seduction, Pain Killer Marketing, and How to Close a Deal Like Warren Buffett — the buzz-building tools of Henry DeVries have been used to dramatically increase revenues and leverage marketing budgets for two decades. He speaks to thousands of professionals and consultants each year, teaching them scientifically proven tactics that bring them new clients.

Comments are closed.