Hey big spender, or maybe not . . . because you can’t get the damn budget! Arghhh.

Ever felt like your slam-dunk project was stuck in an endless loop of corporate red tape?

You're not alone.

I had the opportunity to speak at a women’s conference last week about storytelling, and one of the questions was . . . how do I get the money?!?!

It’s a skill every marketer, executive, and team leader needs to master: storytelling for budget approval.

Why Storytelling?

Let’s face it—numbers matter, but they don't always speak for themselves.

That's where storytelling comes in.

Storytelling is the bridge between your project’s raw logic and data . . . and the beating hearts sitting around that conference table.

Because when you tell a compelling story, you're not just sharing information; you're evoking emotions and painting a picture of what could be.

In fact, when I work with execs on storytelling, I share the underlying logic behind why storytelling is WAY more effective than a logical argument.

Here’s the secret: when people hear stories (or pitches constructed using storytelling structure) your brain does 2 things…

1. It releases oxytocin, often called the cuddle hormone, and this creates a sort of affinity for the storyteller, and
2. Your brain effectively begins a simulation where you experience the story as if it’s happening in reality.

In other words, if I can tell you a story where I say something like this:

• Hey, I know you really want us to accomplish that big sales target. (I just created empathy because I’m showing you I understand what you want, You are the hero of this story.)
• But here’s the problem. To hit that sales target, we’re going to need to get clear about our positioning . . . and currently we don’t have a budget for that. We’re not going to be able to grow our sales if buyers are confused about how we uniquely solve their problem. (I brought you along with me and showed you the obstacle between where we are and where we want to go.)
• I’ve already vetted a few companies who excel at doing this, and Motive3 is a great fit for us. (I have you “walking” alongside me now. There’s an open loop that needs to be resolved. In your simulation, you have questions.) (And duh, of course I’m going to use my own company as an example!)
• They suggest starting with a workshop to zero in on the positioning, and then they’ll build us a messaging playbook that our team can use to unify and scale our go-to-market messaging. (I’ve shown you a path that’s easy to understand. You are now entering the simulation.)
• Their core process, which includes that workshop, the messaging playbook, and a follow-up workshop that takes us through how to roll out the messaging to the entire team so we can activate the messaging is $45,000. (I didn’t dance around this. I was clear about the price of solving the problem. You know what you must do now, but  . . . you’re probably still reluctant to take action. Why? Because people don’t make decisions unless they are explicitly called to action. People both want change, and are reluctant to take action to make change because it’s scary. There’s always a risk of failure.)
• When we have a clear position to build our messaging around, and we know how to target those messages, we’ll be able to get a lot more traction toward hitting our target without significantly increasing our budget. (In our simulation, I’m helping you experience what success feels like. I’ve shown you the treasure at the end of the rainbow. I’m closing the loop.)
• They can squeeze us in next week, can I have your approval to get started? (I’m giving you a fork in the road. Do you want to move toward your goal, or do you want to stand still?)

Now this is a very basic sales story, but you get the idea. In a more complex situation, you’ll have plenty of backup (maybe use cases, testimonials, data, etc.) to support your pitch. But notice I said backup. If you lead with the data, you won’t stir the emotions. You won’t create that simulation necessary for decision-making.

Understanding Your Audience

Start by asking yourself: Who has to make the decision? Know your stakeholders and what keeps them up at night. Is it ROI, innovation, risk, or something else? Tailor your narrative to address these concerns directly, making your project the solution that can overcome their greatest challenges.

Crafting Your Story

1. Set the scene.
2. Introduce the obstacle.
3. Introduce the solution.
4. Show the path to the solution.
5. Show what success looks like if you walk the path.
6. Ask for the money!

In other words, you need to tell a story that outlines the journey to success, describes the transformation your project promises, and is clear about the path to get there. The path is the big reveal—how your project resolves tension and fulfills a critical need.

Enhancing Your Story with Data

Support your saga with data. Use metrics to build credibility and show that your tale is rooted in reality, not just aspirations. But remember, this isn’t a data dump. Integrate figures naturally to reinforce your narrative without overwhelming your audience.

Delivering Your Story

This part is as crucial as the tale itself. Practice your delivery. Be confident and passionate. Use visuals that complement your narrative and keep your listeners engaged. Think of it like directing a movie—every element should contribute to the story you want to tell.

Dealing with Dragons

Expect pushback and prepare to defend your narrative. Use questions to further engage your stakeholders and refine your story. Show them that your project isn’t just a vision, but a carefully thought-out strategy ready to be executed.

Conclusion: Your Call to Action

Wrap up by summarizing the benefits. Make it hard for them to say no. Reiterate the emotional and financial payoff, and what it means for the future.

And remember, great storytellers are made, not born. It's a skill honed through practice and persistence.

As always, I'm here to chat if you want to dive deeper into storytelling strategies or if you have tales of your own successes (or the dragons you've faced) to share.

Thanks for reading to the end—you're why I love this gig.

OH, and by the way! I realize I dropped a little easter egg here talking about Motive3’s messaging playbook process . . .

Here’s the deal. I think there’s a real problem surfacing with tools like ChatGPT, CoPilot etc and how people are using them not as a writing aid, but as a writing replacement. And it’s not the tools’ fault. They’re great! In fact I use them all the time. But . . . if you want your team to consistently develop content that is specific to your audience and differentiates you from your competitors . . . your AI needs good guidance.

That’s why I’m kinda excited to do a webinar on building your messaging playbook next month. I’m going to lay out exactly what you need to have in your playbook in order to:

• Create the right message for the right audience
• Create content consistently, and
• Create content that is differentiated

It will be a strictly no sales zone! Just jam-packed info on how to get started. Please register! I want to see your beautiful face!

But, I have a favor to ask as I prep my prezo. I’m really trying to understand YOUR biggest challenges when it comes to developing a messaging strategy that gives your business an advantage. Would you mind just hitting reply and sending me your 2 cents?

Whew. We made it!! Thanks for reading to the end. And as always, hit reply and say hey, and I’ll respond. 🙂

Warm regards. Until next time.

P.S. Think this could help your team? Forward this newsletter to a friend or invite them to subscribe!

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