CHAPTER 17Yeah, But if You Don’t Tell it Right

It’s not what you say, it’s what people hear.

—Frank Luntz, Words That Work

No matter how well-written and well-constructed your story is, if you are doing a talk and you don’t present it well, your story will inevitably fail you. As Frank Luntz says, “It’s not what you say, it’s what people hear” and so, then, it becomes incumbent upon you to make them hear the right thing. You’ve worked so hard on your story that you don’t want to let it and your brand down. So now, you have to work on the presentation of that story. How do you tell it well so they hear what you want them to hear?

To answer this question, let’s look at the act of telling a story. Many people tell me that they are not comfortable ...

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