I’ve written many times about the importance of understanding your client’s story, including in my book Your Client’s Story (coauthored with Scott West). It’s a skill that is critical to building strong and long-lasting relationships.

Just as important is ensuring your clients understand your story.

Storytelling can help prospects and clients appreciate how you approach what you do. Anyone who is familiar with my work knows that I champion using stories to both understand clients, and to help clients understand you. Published 25 years ago, my first book Storyselling for Financial Advisors (also coauthored with Scott West) broke ground by showing advisors how to integrate storytelling into their practices in a way that sets those advisors apart in a competitive and crowded industry.

Stories are powerful tools because they tap into the human side of decision-making. As humans, how we feel about something (or someone) can be more influential than logic when it comes to the choices we make, including the financial ones. Simply put, using stories can help you connect with clients in ways that traditional facts and figures cannot. But when you combine stories with those facts and figures, you’ll see a noticeable difference: clients will start to relax and focus on what you’re telling them. Instead of being overwhelmed by facts, they’re able to focus and put those facts into context. As one veteran advisor told me, “For 17  years I’ve talked to people about their money and just hoped it was connected to their lives. Now I talk to them about their lives and help them understand the connection to their money.”

Stories Build Trust and Connection. Trust happens when you make an emotional connection. A 2025 study from the International Journal of Research Publication and Review (IJRPR) found that the majority (78%) of participants felt a stronger emotional connection to brands using storytelling. Long-term relationships are built on a foundation of trust. We all want to trust the professionals we work with. Sharing stories with your clients isn’t just small talk to break the ice; these stories help humanize you and emotionally connect you to those clients. Stories can be a great equalizer and lessen what might otherwise be an intimidating experience for a client. They help underscore that you are empathetic and approachable—in other words, someone they want to do business with. Stories highlight your values and help build stronger client connections. As a bonus, they can also help determine that a client may not be a good match because your values don’t align.

Stories Can Make Complex Concepts Simple and Memorable—Without Making Clients Feel Intimidated. Ever experience a client whose eyes glaze over after you’ve finished your presentation? According to Stanford Marketing Professor Jennifer Aaker, stories are remembered up to 22 times more than facts alone. Stories help you translate abstract concepts into real-life scenarios. More importantly, they engage your client and stick with them. I don’t know anyone—including myself—who responds well to a hard sales pitch. But a good story can make them feel confident and connected to you. And chances are, if they like your story, they’ll share it.

Use Your Unique Story as a Way to Differentiate Your Brand.  There’s a lot of competition out there, and AI is only going to exacerbate that. But focusing on your own unique story—why you’re doing what you’re doing, what your personal values are, what motivates you—distinguishes you from everyone else. Stories are easy to remember, and it’s human nature to want to share them. When someone tells you a great story, you probably end up sharing that story with at least one other person. But remember: stories shouldn’t just come in play when you’re face-to-face with clients. Use stories in your communications, seminars and client events, and video or podcast interviews. When integrating storytelling into your own practice, keep the following best practices in mind:

  • Be genuine. Prospects and clients will be turned off if they feel you are reading a script or embellishing your story.
  • Keep your stories concise. Don’t bore people by rattling on or providing details they don’t care about. Use your story to connect, not to dominate.
  • Stay focused on your client. Be sure your story is meaningful to your prospect or client. If there’s not a lesson or benefit to them, they won’t care.