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Storytelling and Likeability in Professional Services Marketing, with Michael Katz, Blue Penguin Development

September 9, 2021 by John Ray

Storytelling and Likeability in Professional Services Marketing, with Michael Katz, Blue Penguin DevelopmentJohn Ray
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Blue Penguin Development

Storytelling and Likeability in Professional Services Marketing, with Michael Katz, Blue Penguin Development

Michael Katz: [00:00:00] If you’re a small company, but even if you’re larger, the benefit of stories is that it — well, two things. One is they catch people’s attention. You’ll remember this story about the guy at the gym; whereas, a lot of other stuff I’ve said, yeah, just kind of floats by. Humans are hard wired to listen to stories and to remember that.

Michael Katz: [00:00:21] So, when you talk about something like, I never give a public presentation ever. I always begin with a story that seemingly has nothing to do with the presentation. But it’s like you can see back in the day when you’d go to live things, you can see the audience perk up when I go, “Let me tell you a quick start.” It’s just like you have to hear what happened. So, they’re attention-getting. So, they’re very good in podcasts, newsletters, blog posts, that kind of thing, as opposed to just information.

Michael Katz: [00:00:49] But the other thing is if you’re in a business – again, where the credentials don’t differentiate you – again, if you think about you have no idea where your doctor went to medical school, but you know, do you like him or her or not? And what I found when you sell a professional service, sort of likability and trust thing, which is very sort of squishy, that’s the differentiator. If you think about all these people you hire whose capabilities you can’t measure, including like your auto mechanic, you like him. I hate your guy. You like your guy. I hate your doctor. I mean, it’s so funny because it doesn’t sound sort of businessy, but it’s how we make these decisions. I don’t know if you’re a good accountant, but I know if I like you.

Michael Katz: [00:01:33] So, when you tell stories, you get people’s attention, but you’re also revealing a little bit about you. It’s funny, I have this discussion with clients a lot because people are concerned about, “Should I share my personal information?” I mean, if you and I sat down, John, together for coffee, and we just started talking business, it would seem kind of rude. Like it’s normal to say — I mean, we did it before we started this. “Oh, the weather. Where are you located?” That’s what people do.

John Ray: [00:02:02] Sure.

Michael Katz: [00:02:03] But in a business context, a lot of times, people are concerned that they’re not going to look professional, whatever that means, so they don’t do it. The storytelling stuff, where you reveal stuff about yourself, I mean not crazy, but enough that people can connect is very memorable and very compelling to other human beings who that’s mostly who hires you. So, it’s helpful.

Listen to Michael’s full Business Leader’s Radio interview here. 


The “One Minute Interview” series is produced by John Ray and in the North Fulton studio of Business RadioX® in Alpharetta. You can find the full archive of shows by following this link.

Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Filed Under: North Fulton Studio, One Minute Interviews Tagged with: Blue Penguin Development, professional services marketing, storytelling

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JohnRayBRXOctober2022Headshot

John Ray is a Show Host and Producer and owns the North Fulton (Georgia) studio of Business RadioX®. John and his team work with B2B professionals to create and conduct their own podcast using The Generosity Mindset™ Method:  building and deepening relationships in a non-salesy way that translates into revenue for their business.

John also operates his own business advisory practice, Ray Business Advisors. John’s services include advising solopreneur and small professional services firms on their value, their positioning and business development, and their pricing. His clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners.

John is the author of The Generosity Mindset:  A Journey to Business Success by Raising Your Confidence, Value, and Prices.

John is the host of North Fulton Business Radio and The Price and Value Journey. North Fulton Business Radio, the longest running podcast in the North Fulton region of Georgia, features a wide range of business and community leaders. The Price and Value Journey is devoted to solo and small firm professional services providers and covers issues such as pricing, value, and business development.

John and his wife, Dr. Monica Ray, a dedicated teacher with 28 years in education, are grateful for their blended family of 5 children, 5 grandchildren, and 5 pets.

John is a Deacon in the Episcopal Diocese of Atlanta.

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