By Steve Sanduski, CFP®

All of us love a good story. As children, we loved to hear a good bedtime story. That special time with mom or dad, was, for many of us, the best part of the day. As adults, we love to go to movies and read books, which tell stories that make us think, laugh, or cry. Stories help us interpret life.

A series of good stories—well told—should be part of every financial advisor’s repertoire. By telling good stories, here are a few outcomes you can expect from your clients and prospects.

• They will have an "aha" moment.
  
• They will quickly grasp complex ideas.
  
• They will appreciate your insight and respect you even more.
  
• Prospects will become clients as you do a better job of getting your message across to them.
  
• They will keep you top of mind as they replay your story in their head and retell it to other people. This will also lead to more referrals.

Each of us has the ability to become a great storyteller, but like being a successful advisor, it takes time and commitment. To get started, here are two books I suggest you read. The first book, The Story Factor by Annette Simmons, is an excellent primer on all aspects of storytelling. The second book, Story by Robert McKee, is a more unusual choice. Story is the classic text on screenwriting. It presents some additional insights on how to design stories that touch people and if you love movies, you’ll love this book, too.

To find source material for your stories, all you have to do is pay attention. Take the time to look for the meaning in the daily activity that occurs around you and take good notes. Look for the "Truth" behind everything, and that’s truth with a capital "T," a universal truth.

Becoming an expert storyteller is not only good for business, it can also be very enjoyable for you. Find your stories, tell your stories, and you’ll build a more successful business with deeper client relationships.