![]() That bonding helps his audience get to know, like, and trust him, so they continue to invest with him. In Warren Buffett’s 2014 shareholder letter, for example, he uses self-deprecation to liven up an otherwise dry communication and bond with his audience. Doing so shows the people behind the brand, and your customers want to do business with people-not faceless corporations. This storytelling technique is critical in videos, speeches, sales calls, and elevator pitches, since your voice is the medium.ĭon’t be afraid to mention your failings and problems. Pacing also applies to the speed at which you tell the story in person, when you must pace both the story itself and the way you tell it. It’s okay to speed up and slow down the pace of the story according to its tension as long as you can gauge your audience and keep them with you. But go too fast, and they won’t be able to keep up. Tell your brand story too slowly, and the audience will lose interest.
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