One of the best ways to connect with clients is to share stories. And it's a lot more fun than the "usual" boring approaches to telling people about yourself. Stories enable you to capture someone's attention and get them genuinely interested in you and what you have to offer.

Even better, telling stories comes naturally to most of us, whether we realize it or not. Think about it. When is the last time you told someone about your day? We bet you didn't recite a list of sleep-inducing facts. Instead, you put verve in your voice, you used dramatic pauses, you asked questions ... in short, you told a story.

But what do stories have to do with business? Everything! Think about how you got where you are now. For me, it started with sitting in the sunshine reading Ode Magazine and thinking "I want to do that! I want to be one of those people who changes the world." I sighed wistfully and then ... "Why not?" [tiny light bulb] "Maybe we won't travel to a third-world country and help establish a basic infrastructure ..." [bigger light bulb] "But there are lots of ways to change the world, to make a difference" [blinding light] "Yes! We can do it."

And so we did. I quit my cushy corporate job, we moved halfway across the United States, and we now help solo business owners become independent, successful, and happy.

What I just told you was a story, the story of what led us to our current path. See how more interesting that story is over a bland list of activities? It includes feelings, pauses (with ellipses), even imagery with the lightbulbs. It is easier to tell a story in person, but you can do it with writing, too. And you can do it *very* effectively.

What can you use stories for? Just about anything you write. Some ideas:

About Me/Us pages on your web site Bios (both short blurbs and longer introductions) Sales letter (start with a story to hook your reader) Presentations or teleseminars Networking events (wouldn't you love to hear a story rather than the usual "I'm so-and-so, which-what-that for ABC company?) 30-second elevator speeches Online networking What can stories do for you?

Connect on a human level

Everyone's human. At a fundamental level, we all share certain experiences. We all know what it's like to feel sad, embarrassed, ecstatic. Telling stories enables you to connect with your clients on a human level.

Demonstrate expertise

You can use stories to demonstrate your expertise. Sure, having an MBA is great. But lots of people have MBAs. What makes you different? Tell a story about what you've done with your MBA or how you got it. It will set you apart from competitors who use credentials instead of qualifications.

Brag about accomplishments

As solopreneurs, we need to brag about our accomplishments in order to show other people what we have done and can do. But bragging can seem (and be!) inappropriate. But not if it's told as a story. Make it about the experience rather than the accomplishment. The accomplishment will shine through, and your clients will connect with it as a human experience. (For an awesome book about bragging, try _BRAG! The Art of Tooting Your Horn without Blowing It_ by Peggy Klaus.)

Avoid conflict gracefully

You can also use stories to explain something you'd really rather not deal with. Say a client pushes back on signing a contract. Rather than getting stern or wishy-washy or up-in-arms, say "Oh boy. Let me tell you about the last time I worked without a contract ..." Turn it into a story and you can explain your reasoning while avoiding argument or squirminess.