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Master the Art of 'Story Selling' with These 5 Tips

b2b sales digital marketing marketing sales Nov 01, 2023

Learn the secrets of story selling and learn how to captivate your audience, deepen client connections, and boost brand loyalty with these five proven strategies from Digital Marketing expert, Neil Sheth, Founder of Writefully and saystory.

Missed the conversation? Check out the replay and discover even more insights based on real-life examples of small businesses successfully employing this strategy to ensure their clients keep coming back for more. Keep reading for the notes.



Winning new customers is a costly and time-consuming endeavour, often requiring significantly more resources than retaining existing ones.

In today's competitive market, businesses must prioritise customer retention to maximise profitability and growth.

During a recent 'Professional in the Room' session at Inspiration Space, Neil Sheth, New Beginnings Alumni and the Founder of Writefully, shared valuable insights on the concept of "story selling" and how businesses can leverage the power of storytelling to connect with their audience and boost sales.

Neil is based in Dubai, having moved there with his family seven months ago. His team is spread across the UK and Europe, and they run Writefully, a writing-on-demand service that helps clients stand out, tell stories, educate, and maximise their organic reach.

With a background in investment banking and a passion for digital marketing, Neil decided to follow his passion in 2017, helping other businesses stand out and drive digital growth.

He has been doing this for six years, working with clients in the UK, the US, and, more recently, the Middle East and North Africa (MENA) region, navigating cultural differences and constantly learning and growing.

Here are the top five takeaways from the conversation that you can implement NOW...


Tell don't Sell

Neil emphasises the importance of story selling, saying,

"When you 'story sell', it doesn't feel like you're making a sales pitch; you're just having a conversation."

By building natural connections with potential clients through relatable and engaging stories, businesses can make their sales process more enjoyable and effective.


Craft your own story

When asked where to start with crafting a story for sales, Neil recommends focusing on your past experiences and the reasons you're doing what you're doing.

"By incorporating your clients' stories and the results you've delivered for them, you can create a powerful narrative that resonates with others."


Showcase transformations

According to Neil, sharing your clients' results is the key to attracting more clients:

"Continuously sharing your clients' results attracts more clients. This concept, known as the marketing flywheel, involves leveraging your clients as assets, sharing their results, and attracting even more clients."


Overcoming challenges as a Service-Based Business owner

When we discussed the unique challenges faced by service-based business owners, Neil emphasises the importance of standing out:

"To become the only choice in your industry, you must follow a sales process and optimise each stage to make yourself stand out in your client's mind."

Investing in a strong digital presence, refining messaging, and focusing on the end result instead of the process can help achieve this.


Showcase your expertise

Neil believes that showcasing your expertise is crucial for driving more clients. He suggests creating three guides around topics in your space, focusing on transformation stories:

"Regardless of your business, you're likely delivering transformations for your clients. With their permission, show the before and after, and explain how you achieved the results."

By demonstrating your credibility and expertise, you can establish yourself as the only choice in your field.


You have what you need to WIN

Story selling can be a powerful tool for businesses looking to connect with their audience and boost sales.

By crafting a compelling narrative, showcasing transformations, and demonstrating expertise, entrepreneurs can create lasting connections with potential clients and elevate their brand.



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