Keep It Short, Keep It Real
Practical ways to keep stories short and real, because brevity and honesty make them powerful.
Short and true beats long and polished. Trim to the heart.
11 tips that really help
These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.
Short stories are remembered
A story of thirty to ninety seconds holds attention and leaves time for the customer to respond.
Time your best story.
Keep it real
True stories, with honest details, are more convincing than perfect ones.
Remove any exaggeration.
Start close to the action
Skip long introductions and begin where the problem becomes clear.
Cut your first two sentences.
Use plain words
Everyday language is easier to follow and feels more sincere.
Replace one fancy word.
Limit the number of names and numbers
Too many details overload listeners, so keep only those that matter.
Keep two numbers at most.
Stay on one point
A single message per story makes it stick.
Write the point in one line.
Pause at the key moment
A short silence before the result gives the win more impact.
Practise the pause.
Be honest about outcomes
Do not promise that every customer will get the same result.
Say results vary.
Cut it down after practising
Each telling can lose a few words without losing meaning.
Trim by ten percent.
Watch the listener
If they look lost or bored, shorten and move to the point.
Check their face.
End and ask
Finish with a question that brings the conversation back to them.
Ask what comes to mind.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Here is a quick story.”
“This actually happened last month.”
“The point is this.”
“Does that make sense?”
“Thank you for listening.”
“And here is why it matters to you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Time a story
Cut it to sixty seconds
Remove one detail
Keep the best detail
Check every fact
Tell it aloud
Ask for feedback
Further reading
- Building a StoryBrand (Donald Miller)
- Pitch Anything (Oren Klaff)
- Made to Stick (Chip Heath and Dan Heath)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Tell Stories That Sell”
Keep going. Small steps every day make a big change.
← Previous: Find Stories in Your Everyday WorkNext: Add One Vivid Detail →
- Why Stories Beat Statistics
- The Simple Story Shape: Problem, Struggle, Win
- Make the Customer the Hero
- Find Stories in Your Everyday Work
- Keep It Short, Keep It Real
- Add One Vivid Detail
- End Every Story With a Point
- Collect Stories While They Are Fresh
- The Before, During and After Story
- Use Real Numbers Honestly
- Tell a Story Like Your Customer Would
- Match the Story to the Buyer
- Case Studies People Actually Read
- Ask for Testimonials Without Awkwardness
- Your Ten-Second Introduction
- The One-Sentence Pitch
- Cut the Jargon
- Lead With the Problem You Solve
- Make the Benefit Obvious
- Use Simple Words and Short Sentences
- The Message Test: Can They Repeat It?
- Open With a Hook
- The Three-Point Presentation
- Slides That Support, Not Distract
- Demo the Result, Not the Features
- Use Pauses Like a Pro
- Handle Questions Mid-Presentation
- Close Your Presentation Strongly
- Hold the Room Without Shouting
- Use Your Hands and Eyes
- Control Your Pace Under Pressure
- Recover From a Slip
- Pitch to One Person or Twenty
- Pitch Over Video With Energy
- A One-Page Proposal That Wins
- Open With Their Problem, Not Your Company
- Show Options: Good, Better, Best
- Make Pricing Easy to Understand
- Add a Clear Next Step
- Proofread Like a Professional
