Lessons from Bill Cosby

Last week we were up late watching The Tonight Show. Jay Leno's first guest of the evening was Bill Cosby, a man I'd grown up with - I Spy, Fat Albert, The Bill Cosby Show, Cosby, etc. I hadn't seen him in awhile, but knew I'd be entertained by his wit and charm as always.

I was amazed by his storytelling as he talked about his first time in a really hot car (Selene Mustang). You probably know that Leno is a car fanatic.

I knew that if I tried to tell the same story it would take me less than 60 seconds - and anyone who knows me knows I can talk. But Cosby talked for at least 4 or 5 minutes with all the great facial expressions and sound effects that are hallmarks of the Cosby style. Laughing so hard, we were nearly rolling on the floor along with Jay Leno.

So here's the lesson: We all need to be great storytellers. People relate to stories. People respond emotionally to stories. People are more interested in what you can do for them than how wonderful you are and stories are a great way to tell them.

You know the story of your business and the stories of your clients better than anyone. How can you tell those stories so people will listen? What opportunities do you have to tell your story?

If you're looking for a new 30-second commercial to use at networking events, why not think about a story you can tell? If you just tell the beginning of the story, they'll be intrigued to ask for more. For example, when someone asks what I do or what my business is, I might say something like, "I got a phone call the other day from a woman who had spent a lot of money on her web site but she was really frustrated because nobody is showing up? In my business I find solutions for problems like that. Do you know anyone like that?"

What stories can you come up with about your business that would encourage people to ask for more? What problems have you solved? What is interesting or unique about what you do?

Do you share your stories on your web site? In articles or on your blog? In brochures? In classes or presentations?

I don't really know if Bill Cosby's story is true or not, but I'd like to believe it is. Somehow now I feel like I've been included in his life - at least vicariously. And if I ever get in a Selene Mustang, or any other really loud, really fast car, I'll remember that story -- and smile.