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I have always been mesmerized by a good magician, in fact, I considered performing magic when I was young. One of the keys to a great magic show is the presentation. The best magicians in the world can take old tricks and breathe new life into them, making you feel as though you have never ever seen them before.

If you are not entirely sure about what I mean, check out the following video of an old trick performed by one of my favorite close-up artists, Ricky Jay.

One of the best parts of this performance that compels you to lean in for more is the story. Without the story, this would merely be a trick that quite frankly could be rather boring and leave you with the sense of “Yeah, I’ve seen this trick before.” A magician as good as Ricky Jay, though can take an old routine and give it a true sense of wonder because of the story.

If you are not sure of this one example, watch this clip of another very talented magician:

This is an excellent example of how to grab the audience with a story. I don’t know about you, but I simply must hear this through to the end due to the story.

The best way to grab your client’s attention is to tell them a story. If you are merely presenting the idea to them, they may be unable to fully put it into context. They need an example of how this works for them to completely buy in. In addition, our brains are better at remembering an idea or an event if there is a story behind it.

People retain 65 to 70 percent of information shared through stories while only a small percentage of information is retained through a dry presentation of data.

Experiences are powerful—even when it’s not yours. Use the experiences of your other clients to tell the story of how your product or solution has improved upon their challenge. Take the prospect through the process. Present the case study in story form.

Try telling your client about the last time someone implemented your proposal, and how well it worked. If you are doing a design, tell your client about how your process benefitted another client and how they, too could experience similar positive results.

Your story can also help your client visualize your product or solution in a variety of different situations, especially after you have left. Your client may encounter a challenging situation and they will remember your story about the solution and how it would apply to them.

Your design or proposal for your client’s challenge may be the most creative solution ever, but if there is no story behind it, how can you be sure your client is as excited about implementing it as you are? In addition, your client may not even remember that part of your presentation. If you have a meaningful story to go along with it, your client will be more open to accepting your proposal.

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