Chapter 4Proving Credibility with a Personal Story

Of all the mediums of persuasion, a story is the most eloquent and subtle. You'll need to persuade people that you are someone they can trust as a source of hope, help and information to solve a situation that they are facing in their personal or business lives.

As humans, we have been listening to stories since the dawn of communication. When it comes to positioning yourself as the ‘go to’ guru for your industry, you must design, develop and deliver a personal story.

No one likes being told what to do, or being lectured. In the beginning your audience are naturally sceptical and still guarding the doors of their mind to see if they can trust you before allowing themselves to be influenced. ...

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