A few moments ago, I opened my inbox to find new e-mails from my business coach Naomi Dunford and my speaking coach Ed Tate. Since it was the first e-mail to arrive, I opened Naomi’s e-mail. After reading the e-mail, I felt that I learned a lesson but I didn’t know how or why until I opened Ed’s e-mail.

After I opened, read and responded to Ed’s e-mail, I still had a brain itch from Naomi’s e-mail that needed to be scratched. All of a sudden, I could hear Ed’s voice in my head saying, “Tell a story and make a point.”

What was so powerful about Naomi’s e-mail was that she shared a quick snippet of a story about working in customer service. She then made a point about customer service by being extremely generous in correcting a mistake. She told a story, and then made a point.

On their own, stories and points are not effective. Many technical speakers give presentations comprised of point after point. Information rich presentations of points provide large amounts of information, but they don’t give the audience real examples or time to absorb the information you are presenting.

There are also many bloggers who excel at telling stories, but they don’t make a point. The blogs go into endless detail about their children, families, or crazy life. However, there is no point at the end of the post. If you are only telling a story, then you don’t have a message to direct your audience to. Most people read your story, think it is nice, and don’t think about it again.

Want to know a secret?

Not combining stories and points makes you less effective in your communications.

This is one of those situations where you need to do as I say and don’t do as I do. As someone who speaks, blogs, and sends e-mail communications to potential customers; I know that I am guilty of not following my own advice. I have posted large numbers of blog posts that are information and technique rich, but have no story attached.

Thinking back, I now know why they didn’t get much feedback on those posts.

Do you think that reinforcing stories with points and not making a point without a story makes your communication more effective?

Let me know in the comments.

P.S. The comments are only open for 14 days. I have found that leaving them open any longer makes them a spam target. If you want to let me know what you thought of the article after 14 days, then contact me from my contact me page.

P.P.S The links to Ed and Naomi’s sites above are not affiliate links.  However, down here in the P.P.S. I will provide links to Ed Tate and Naomi Dunford with my affiliate ID if you want to buy products from them with my affiliate link.

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