23 August 2026
Over the years, I have noticed that certain words naturally capture people's attention.
One simple phrase is:
"How we can..."
These three words immediately focus the conversation on possibilities and outcomes.
They encourage people to think about what could be achieved, rather than the process itself.
For example:
How we can:
- Retire earlier and with more options.
- Create a more predictable flow of referrals.
- Build greater financial security for our family.
- Improve our investments without taking unnecessary risks.
- Reduce financial stress and gain more peace of mind.
- Protect our loved ones against unexpected events.
- Understand our retirement options over a simple coffee meeting.
Notice how each statement focuses on the outcome rather than the product or service.
People are interested in results.
They are less interested in the mechanics behind those results.
Three Levels of Communication
When most professionals start out, they naturally focus on facts.
- Qualifications.
- Products.
- Services.
- Statistics.
- Features.
Whilst facts are important, they are rarely the most engaging part of a conversation.
The next level is conversation.
Good conversations create trust.
They help us understand what is important to the other person.
They allow prospects to participate rather than simply listen.
But there is an even higher level.
Stories.
- Stories help people see possibilities.
- Stories create emotion.
- Stories are memorable.
Think about the last presentation you attended.
Do you remember all the facts and figures?
Probably not.
But you may well remember a story.
That's because stories help people visualise an outcome and imagine themselves achieving it.
And people often make decisions based on how they feel about a future possibility.
A simple challenge for this week
Ask yourself:
"How can I explain what I do through a story rather than a description?"
Even one good story can transform the way people understand your message.
Have a successful week.
Humour
A man went to the doctor and said, "Doctor, I think I'm a moth."
The doctor replied, "Why did you come to me?"
The man said, "Because your light was on."
I asked my wife if she'd seen the dog bowl.
She said, "I didn't know he could."
My friend got crushed by a pile of books.
He only had his shelf to blame.
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
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