Tom Ruwitch: From Boring to Brilliant: The Power of Storytelling

Conversational Selling

About Tom Ruwitch: Tom Ruwitch is the Founder of Story Power Marketing, where he helps clients discover the building blocks for prospect-focused stories. In 2001, Tom founded the email marketing software and services company MarketVolt — before most business people had even heard of email marketing. He helps execute marketing campaigns to engage with prospects, convert sales, and maximize customer relationships. He sold MarketVolt in 2019 and founded Story Power Marketing. Today, coaches, authors, and other experts hire Tom to power up their stories because most dish out the same old boring content that turns off prospects, and then they feel frustrated and stuck. So Tom helps them transform content from prospect-repelling to client-attracting, turn marketing from frustrating to fun, and convert results from subpar to superb. Check out the latest episode of our Conversational Selling podcast to learn more about Tom.

In this episode, Nancy and Tom discuss the following:

• The best thing that can happen in your content is for somebody to read it see it or hear it and think.
• Storytelling can be a really important element of the content that you put out.
• The lesson is delegate and she can tell endless anecdotes or build endless stories to deliver that.
• You have to write in your own voice, produce videos in your own voice, and tell stories that are drawn from what you discover about your prospects and your clients, not with AI.
  

Key Takeaways:

• I do not engage with any company for under three months, ideally six months.
• In the majority of startups and small businesses, all the sales are typically made by the founder or, in small business cases, the president or CEO of the company.
• I had always wanted to do something on my own.
• It's interesting how you can be fueled by the sales piece and the environment in which you sell.

"And what people need to understand that they need to do with their content is they need to inform and entertain and that's where storytelling comes in. When you deliver valuable information in a more captivating way, that's more story powered, more entertaining, you draw people in, you make the content more relatable and you're more likely to be the one to stand out in your niche.” – TOM

"I would say that listening and empathy are probably the most important qualities because what it’s about is not just tell, tell. This is what I know and I'm going to tell you everything I know. That's not what it's about. What it's about is hearing and watching and empathizing and understanding what is it that my prospects and clients are feeling and how is it that I can transform them from a feeling of, you know, one feeling to another, from a feeling of frustration to relief, from a feeling of fright to courage, from a feeling of stuck to free. It's almost always about emotional transformation. Even in business-to-consumer products, it's that way. But certainly, in business to business that it's almost always an emotional transformation and understanding and paying attention to the feelings of your prospects and clients and using that as the basis to assemble stories is what it's all about." – TOM

"There are businesspeople who think that somehow storytelling is not professional, or it's beneath them, and that: “No, I'm going to write a 1500-word white paper”, or “I must be serious”. And my response is that storytelling in and of itself is not a frivolous activity. There are a lot of frivolous, meaningless silly stories that are being dished out. You know, storytelling is a big buzzword right now in marketing and online. And so, there are a lot of people who just think, oh, I'm going to tell a funny story for stories sake, and that's going to be great. Well, no, it's not great unless the prospect or the client can see themselves and unless there is a lesson and meaning in that story. But those who believe that I don't like stories, or I will be considered something less than professional if I tell stories, I think are missing the point of what a good story can do. As human beings, we are naturally drawn to stories and storytellers. There are all sorts of data to show that when information is delivered via story, we're much more likely to retain it. We're much more likely to trust the person who delivered the information. And we're much more likely to act on the call to action. So, you know, anyone who feels like, oh, it's beneath me or I don't like stories, or my audience won't like stories, when done properly, stories sell." – TOM

Connect with Tom Ruwitch:

• LinkedIn: https://www.linkedin.com/in/tomruwitch/
• Story Power Marketing: https://storypowermarketing.com/

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