We've all heard speakers lead with their impressive achievements, but Dr. Danny Brassell reveals why this approach often backfires. Stop sharing your successes. Start talking about your failures.

Why? Because not everyone in your audience has succeeded, but they've all failed. When you share your struggles authentically, your audience sees themselves in you—and that connection is far more powerful than any credential.

The kindergarten principle: What works with a kindergartner works with everybody. We never lose our inner kindergartner, and that child responds to stories, not statistics.

Before you write another presentation, answer these clarity questions:

Dr. Brassell's client Kathy makes $800,000 annually creating saddles for professional polo players. That's the power of niching down. The riches truly are in the niches.

The mistake most make: They state their solution instead of the problem. Healthy living isn't a problem—obesity is. Healthy retirement isn't a problem—running out of money before you die is.

Pro tip: Film your audience, not yourself. They'll tell you everything you need to know about what's working.

Most speakers end with their call-to-action or worse, "thank you, any questions?" Instead, craft an emotional story that has nothing to do with your topic but reinforces your main message.

Dr. Brassell's flat tire story is masterful: After his call-to-action about hiring him as a coach, he tells a completely unrelated story about trying to fix a flat tire himself versus letting a 17-year-old expert do it in three minutes. The lesson? Sometimes you need to hire an expert.

Three closing techniques:

Stalin said it best: "A million deaths is a statistic. One death is a tragedy." Facts tell, but stories sell. We've been wired to listen to stories since we were cave people.

The Bible proves this perfectly—thousands of years later, we remember David and Goliath, Noah's Ark, and the Burning Bush. But who memorizes Leviticus? Stories endure; rules are forgotten.

Provide both a short-term solution (quick win) and a long-term solution (working with you). Give massive value on stage—show them you can help immediately, then demonstrate why they need ongoing support.

As Dr. Brassell puts it: Stop selling, start serving. When you focus on solving their problems instead of promoting yourself, the nervousness disappears and the sales follow naturally.

Jason, one of Dr. Brassell's clients, went on Facebook Live every single day for three years—including Christmas. He started with zero viewers and terrible presentations. Today, he has 6,000 community members and generates nearly $1 million in sales.

The lesson: Consistency beats perfection. You can't master anything in one shot. You need repetition, repetition, repetition.

Ninja strategy: Watch televised award shows. Winners have 45 seconds to connect with their audience—see how they use their time.

Regular grocery stores offer 28 types of mustard. Trader Joe's offers one. Guess which store has higher sales per square foot?

Choice confuses and causes you to lose. Give your audience one clear call-to-action, not three. The human brain doesn't like choices—make the decision for them.

Exercise: Spend an hour writing down every story trigger from your life ("the time I locked myself out," "when dad spilled mustard"). Aim for 500 triggers, then categorize them by theme (perseverance, trust, loyalty).

You don't always need personal stories—Napoleon Hill's "Think and Grow Rich" contains zero personal anecdotes, only stories from successful people he interviewed.

People don't remember your slides, statistics, or solutions. They remember how you made them feel and the stories that helped them see themselves succeeding.

Your job isn't to impress your audience with your credentials—it's to serve them by solving their problems. When you shift from ego to service, everything changes.

Remember: By the time you're on stage, you've already proven you're extraordinary. Now prove you're also ordinary—just like them, but a few steps ahead on the journey.

Want to dive deeper? Dr. Danny Brassell offers a free storytelling blueprint at freestoryguide.com that walks you through developing your own well-crafted story.

Forward this newsletter to someone who needs to hear these insights. The best way to master storytelling is to share stories that matter.

Learn The Power of Flaws in Business Storytelling with Mona Bavar, Entrepreneur & Brand Strategist

While Dr. Danny Brassell teaches us to lead with vulnerability over victories, entrepreneur Mona Bavar takes this concept even deeper—showing how your "flaws" and complex journey aren't just storytelling tools, they're your most valuable business assets.

Mona's conversation perfectly illustrates Dr. Brassell's core principle: authentic struggle trumps polished success every time. Her immigrant story—from Iran to building AI-powered brands—demonstrates how the messy, complicated parts of our lives become the foundation for genuine connection.

🟢 "Mistakes" are just data - Echoing Brassell's advice to share failures, Mona reframes mistakes as valuable experiences that guide strategy

🟢 Your brand story lives in your childhood - Not in a marketing plan, but in the real moments that shaped you (remember Brassell's kindergarten principle?)

🟢 Sensory storytelling works - A simple scent or shared meal can break down walls faster than any credential

🟢 AI amplifies authenticity, it doesn't replace it - Use technology as a creative tool while keeping your unique, flawed voice

Where Dr. Brassell gives us the framework for powerful storytelling, Mona shows us the soul—how vulnerability becomes a competitive advantage in building brands people actually trust.

Listen when you need: A reminder that your imperfections aren't obstacles to overcome, but bridges to build deeper connections with your audience.

This episode beautifully demonstrates that the stories we're most afraid to tell are often the ones our audience most needs to hear.

Listen now → Spotify | Apple | YouTube

David Lovejoy

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Dr. Danny Brassell went from a scammed professor who lost everything to building a lucrative speaking business during one of the worst economic downturns in history. His transformation demonstrates how the right coaching can turn your biggest struggles into your greatest strengths. Whether you're terrified of public speaking, struggling to connect with audiences, or ready to use storytelling to scale your business, the right coach can help you develop the confidence and systems that create lasting impact.

Discover your perfect coaching match at CoachFinder.ai

Get matched with top-tier coaches who specialize in:

Just like Dr. Brassell learned that sharing failures creates deeper connections than showcasing successes, find the coach who can help you discover your authentic voice and craft stories that transform both you and your audience.