The way you tell your stories of success effectively is as important as having stories to tell, says Julie Littlechild, president of Advisor Impact Inc. in Toronto.

Littlechild offers the following advice on how you can build a story so it resonates with your clients:

> Craft the plot
Just like a construction project, every story needs to start with a solid foundation. Only from there can you build upward.

In your opening, define the specific problem your client brought to you. Then, build the rising action. For example, describe the analysis you did to develop an effective solution that was tailored to that client’s needs.

Close your story with a resolution in which you explain to your listener how your plan helped solve the client’s problem and made a difference in his or her life. It’s a formula that has worked for centuries.

> Demonstrate your value
Advisors often define their value in technical terms, such as the sophistication of what they provide to their clients through products and services. Clients, however, tend to define value relative to the impact an advisor has had on their lives.

To reconcile these different visions, Littlechild suggests, focus less on the technical — what you have done — and more on the impact your advice has had on that client’s life.

> Use keywords
Incorporating specific words that will “pop” with clients is as important as using emotion.

Says Littlechild: “Many advisors struggle with defining their value and crafting their stories in their clients’ words.”

Carefully listen to your client, she says, and look for trends in frequently repeated words. Use the words your client uses to grab his or her attention.

> Create your own focus group
If you are unsure of how exactly to build your story, Littlechild suggests, schedule some time to speak with a few of your “ideal” clients with whom you are comfortable discussing your practice.

This need not be too formal or in-depth. Talk to three to five clients who can really communicate how they see your value for about 20 minutes each.

Try to develop a defined schedule of questions that you think will demonstrate your value and could be fodder for a good story. For example, ask: “What was the trigger that made you decide to get financial advice or change advisors?” Or, ask: “If someone asked you to describe how I had helped you, what would you say?”

This is the second article in a two-part series on storytelling.