Science & Art

Highly successful story sellers have learned to simplify complex services strategies and products. They have learned to relate these strategies and products to matters their clients can understand by using the phrase ‘It’s kind of like’.  In this seminar we will share many of the stories, analogies, and metaphors that these successful professionals use to their own benefit and the benefit of their clients.

It is important for professionals to not only be knowledgeable but to be able to communicate as well. All the knowledge and understanding in the world is useless if you can’t effectively transfer and relate that understanding to your clients. To become a more effective communicator, you must

  • Understand how the human brain works and how to capture and keep people’s interest; and
  • Learn to integrate visual, imaginative, sensory and emotive aspects in your client presentation through the art of storytelling

As a result you will gain tremendous confidence in your ability to communicate and connect with your clients. Your clients will feel a stronger bond to you because you are not just an advisor who directs their finances but you are a teacher who simplifies and illuminates concepts they once found confusing. Their personal confidence level is now raised because of their increased understanding, and their confidence and trust in you is raised because of this connection you have established. You have turned on the light about a topic that has confounded and perplexed them in the past.

There are many examples of story selling, the use of metaphors to increase illumination, stir the imagination and  promote a decision that fits each client’s comfort zone.

Why does this storytelling approach work? Because it appeals to both sides of the brain. It gets us fully involved in the matter, the decision, the action – intellectually, imaginatively, emotionally and intuitively.

Before we go any further, we must explain what it is about the human brain that makes this approach so effective. We will also use a story selling approach (metaphor) to make the lesson more memorable.

Read on for a detailed breakdown of Telling the Financial Story.

What Can I Expect?

Here’s an outline of Telling the Financial Story

Journey Outline



  • Reading and Leading Others
  • Getting Others to Tell their Story
  • How Humor Get You Further than Self Promotion
  • Making The Intuitive Leap with Your Client
  • Using Analogies and Metaphors to Move Your Clients and Products


  • Telling the Story of the Affluent
  • Telling the Story of the 65+
  • Telling the Woman’ s Story
  • Let Me Tell You A Story

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storyteller which helps professionals to create careers and lives based on whatever story is most integral to their lives and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

To book your place in the “Telling the Financial Story”  mail peter at