Using Storytelling to Power Your Business or Nonfiction Book
As an editor, I edit a ton of business books. To be honest, many of the pitches I receive begin to look the same, with book titles like “Reach for the Top: Six Must-Have Leadership Skills.” Then they go on to list the “x number of steps” the reader should go through to transform their management or leadership.
There’s nothing wrong with this. A solid pitch and outline should be descriptive and well-defined with steps or components.
But when it comes to writing the actual book, having those pieces of the formula isn’t enough.
To sell well—which means you’re reaching your ideal readers while getting them to recommend your book—your writing must be both informative and engaging. It must transform or elevate your reader.
In short, it must stand out.
So ask yourself:
1. Is your content teaching the reader something new (informative)?
2. Is it pleasurable, or even fun, to read (engaging)?
If you can’t answer both of these questions with a solid yes, you aren’t ready to publish your book.
But don’t lose heart. As long as you’ve built a solid outline, you can add the fun stuff later. And one of the best ways to do that is by including stories. Stories allow you to carve out your unique voice while illustrating your teaching points. As my husband and business partner, Scott, says, “Stories get stuck; facts get forgotten.”
But where do I find stories? you might ask. Here are four types of stories to consider using in your nonfiction (including business) book:
1. Your Own Stories from the Trenches. If you’re a leader or consultant writing about your process, telling stories from your own experience not only breaks up long “how-to” narrative, but it also builds credibility in your principles. I sometimes work with authors who omit themselves completely from their books, as if they’re ashamed of their own shadow. I always encourage them to add stories that show how they came to create and apply their process. This gives a potential buyer of your services an idea of how they might use you as a consultant/coach/speaker, if that’s your aim. After all, would you want to hire a surgeon with no track record of good outcomes? Show us your success stories. And don’t be afraid to share some failure stories as well; these will make you more human while illustrating your own transformation (assuming you overcame these pitfalls).
2. Stories of Others. You can include examples from famous people, colleagues, or your next-door neighbor. I’m not saying to copy others’ stories, since that would be illegal and unethical, but you can gain inspiration from news stories or public figures to illustrate your points. When using someone you know who will be recognizable in any way (meaning if their mom were to read it, they’d know it was about them), consider gaining their permission, or change enough details to hide their identity. And be sure to fact check while citing any sources you use.
3. Research Examples. If you’re trying to prove a point or bolster your model, citing research is a great way to do it. This may include highlights of an experiment or study. If your book covers the struggles of neurodivergent employees, for example, statistics will bring your concepts to life—showing the high unemployment levels and discouraged spirit of this group. Again, cite any research you pull from, and do NOT “lift” someone else’s premise or process. Research fair use laws when in doubt, or hire an editor (or even attorney) to help. You could also conduct your own surveys to get anonymous narratives to include.
4. Made-Up Stories/Metaphors. Yes, you can make up fictitious examples or metaphors to illustrate points. When the author of the Book of Mathew wrote, “It is easier for a camel to go through the eye of a needle,” he didn’t mislead readers into thinking that he’d tried it. Stories and metaphors are often the easiest way to help readers understand your process or point. If you want to show poor communications, writing a fictitious story about Sally’s or Ravi’s verbal outburst at the last team meeting is perfectly acceptable—even if you don’t know a Sally or Ravi.
Many call this process “storytelling,” but I’m going to change it to “story-showing.” That’s because the best writers know they must adhere by the adage “show, don’t tell.” While a non-fiction book must do some “telling” too, including dialogue, detail, and even humor will make your book breathe with life.
If story-showing isn’t your jam, consider an editor or ghostwriter to help you add examples. Find someone experienced in your niche so that they already understand your concepts well enough. A ghostwriter may interview you, pull from their own knowledge bank, or conduct research to create strong stories. (Since Scott and I are highly experienced in leadership along with publishing, we’re often hired to edit or ghostwrite business books.) You’ll still have the final say on what stays or goes, and the book will be yours.
Happy writing!
