The truth about how to integrate your story into content

👉 What is the context?

👉 Have a 2-3-sentence version of your story

👉 3-minute version of your story for an f.e. a podcast

👉 Keynote: Longer form. Tell the story in 3rd person. Makes it more reliable for people and takes a stronger connection in the reveal moment

👉 Book recommendation: Resonate Nancy Duarte

You can find more information about Brian on his website:

🎯 Link to the interview in the comments, search Content Marketing Mastery on your favorite podcast app or go to my website: Do you need support with your content marketing strategy? You can book a free consultation here:

Do you need support with your podcast? In my free whitepaper, I show you the five things that you need for your own podcast and attract your dream clients:

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🎧🎧 You can listen to the whole interview here:


When you create your content, for example, you're creating, you have this beautiful video background and how intentionally do you tell your story as a part of yourself? So is it something that you always tell? And there is a shorter version, and when it comes to a keynote, it is. It is the long version. So how do you choose this for yourself?

Yeah, I think it's all about context and, like, what's the audience? And what's the purpose, right? So I think there will be times that I'll embed my story as like a literally, almost a sentence where it's like: I was run over by a truck. My arm was ripped off, right? There's a slightly more robust version than that.

There's a version that I just told, which is often a similar platform that I tell on these types of venues, right, like podcasts and different types of audiences, where we can compress it in three minutes or less so that it's more of a soundbite and people can capture the whole story, but they get enough context to understand it.

And then yes, to your point, when I give a keynote whether it's live or virtual, I often tell that story in a much longer form. And I give different elements to the story than what we heard today because you have to imagine with as crazy as this story is the three-minute version that I told today or roughly, however long it was, right? There's a lot of details missing, right, and there's a lot of details that actually our formative and meaningful as it relates to like stories and movement in that story.

And so I tell it completely differently from the stage. What's interesting, too, is when I tell it from the stage and again, I'm gonna call that virtual or live. That's the one place that I tell the story. Third-person.

Actually, don't tell it first person, and I tell it in the third person about a story about a mom and two boys and this injury on a boy, and then I have a revealing moment and the reason I do that is that it actually draws people in because I'm telling the story as if it's not about me, and then I have a moment that I literally transition and I've got a very physical, intentional way that I draw out like that. This story was about me and it sucks the audience. And I do that because it is such a unique story that hearing someone tell it from the third person also makes it more relatable for people in the room.

And then when they realize that it's me, there's a stronger connection to the rest of the keynote talk. And I've learned that over years I used to always tell it, first-person.

This was a shift I made probably five years ago, and it materially changed the way I connected with audiences. But how do you?

I mean, did you made an a/b test? How do you how do you noticed? I told my story first person so many times that the very first time I told it in the third person literally, it took one time of doing it.

It's like the air got sucked out of the room. There was a completely different feeling. When I tell it in the first person, people see it there experiencing the tracking along. It is what it is, but like the story, particularly when you have more details.

They're connected. It moves people. It's emotional. But when I do a revealing moment, it literally likes and again, I'm not saying this like I'm a great storyteller by I'm just saying this like firsthand saw the difference the very first time I told the story, it was like the air got sucked out of the room. People were in shock.

And what's fascinating to me is my arm is shorter, it's smaller, it's different. I'll be telling the story on stage, often in short sleeves about a kid who lost his arm and the majority audience never connects with me until I have a revealing moment. Because they don't they just don't notice.

Interesting, right? And then all of a sudden, you get to see them honing in on my arm as the air gets sucked out of the room, and then all of a sudden it's like the whole room starts focusing on my arm.

It takes it's just a different feel in a different delivery. I learned that like I learned that technique, though, from a book and then one of my original coaches, who is also a very, very good storyteller, one of the best I've ever heard.

But he was talking about moments, to bring people into stories and have to reveal moments that give those moments that people experience. So instead of, 5 to 10-minute dialogue around the story, what they're going to remember is that moment, like, oh, man, brian was telling the story, and all of a sudden I connect the dots. That was him.

Yeah, yeah, what's the book called? What's the name of the book? I knew you were gonna ask me that as soon as I said it's resonated by Nancy Duarte.

And when I turned around to look at the book on my shelf, I'm sure my camera just blurt out. But, it's resonated with Nancy Duarte and what she really does she talks about, like how to create imagery in content.

In presentations and talks, she talks about ways to connect with the audience and so you know, I think I've always had a natural gift for gab and talking and telling stories, but I've also been a student of my industry because I want to refine my own craft to make sure that when whenever I have an audience, I could have the greatest impact possible

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